Rocco Forte Rebrands as Rocco Forte Collection

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. October 14, 2008

LONDON, UK, July 30, 2007. Luxury hotel company Rocco Forte Hotels has today rebranded as The Rocco Forte Collection, operating under the new positioning of 'The Art of Simple Luxury'. The aim of the rebrand is to reflect how far the company has come in ten years and the fact that, like 'collectables', all nine (soon to be 14 hotels) are individual in character and style but are linked by the company's brand values of elegant design and attentive personalised service.

As part of the rebranding, the company will introduce:

• A new website including a dedicated meetings section www.roccofortecollection.com

• A new logo

• A dedicated online resource for travel agents, providing a one-stop shop for travel agents wanting to book or find out further details about any of the Rocco Forte properties www.rfctraveltrade.com

• A toll-free central reservations phone number: 0800 988 4040

• A new look collection brochure, C&I directory and dedicated property brochures to be rolled out over the next six months

• A new CD-Rom that includes interviews with Sir Rocco Forte and Olga Polizzi, as well as extensive information on the properties and their meetings facilities

• Its own GDS code in autumn 2007

The Rocco Forte Collection includes:

• Hotel de Russie, Rome

• Hotel Savoy, Florence

• The Balmoral, Edinburgh

• The Lowry Hotel, Manchester

• Hotel Astoria, St Petersburg

• Hotel Amigo, Brussels

• Le Richemond, Geneva (re-opening September 2007)

• Brown's Hotel, London

• Villa Kennedy, Frankfurt

• Hotel de Rome, Berlin

• The Charles Hotel, Munich (opening October 2007)

Future openings:

• Prague - 2008

• Verdura Golf & Spa Resort, Sicily - 2009

• Marrakech - 2009