I must confess that I don’t quite follow why companies re-brand themselves sometimes; Rocco Forte Hotels has decided to re-brand itself as The Rocco Forte Collection. Apparently…
The aim of the rebrand is to reflect how far the company has come in ten years and that all nine properties are individual in character and style but are linked by the company’s brand values of elegant design and attentive personalised service.Call me cynical but that just sounds like corporate blurb to me. Dropping the word ‘hotels’ from their brand name makes me wonder if they have plans to expand into other areas outside of that sector. Anyway, as part of the re-branding, The Rocco Forte Collection has also launched a new website dedicated to the trade. rfctraveltrade.com aims to be a one-stop shop for travel agents wanting to make reservations at any of the Rocco Forte properties.
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