The Mille Club: Two Rocco Forte Hotels in One Incredible Trip to Italia
Known to many as the Eternal City, Rome has an uninterrupted history spanning two and a half thousand years. Apart from incredible historical sites, Rome has some of the world’s finest luxury hotels, often carved out of grand palazzos that once served members of the royal court of the Papal elite, and all of them adorned with opulent finishings and fine art.
On a typical night in off-peak periods (if Rome even has a low season anymore!), 20 or more properties meet our Mille Club definition, with entry-level rates well over $1,000 (measured in USD, even though these would also be over €1,000), with many double or even triple that amount. And that’s often only for the base standard king, with suites and villas running in multiples above that.
We were fortunate to stop in Rome following a business trip and experience the two properties owned by Rocco Forte Hotels, a brand synonymous with Italian elegance. Despite unseasonably cold and rain-soaked spring weather, Hotel de la Ville and Hotel de Russie made us feel beyond welcome with their incredible hospitality.
We asked the Managing Directors of both properties to provide insight into their take on Roman hospitality and the ever-evolving nature of ultraluxury hotels in an alpha-tier city like this one where fierce competition among Mille Club members is fierce.
Part 1: Hotel de la Ville interview with Francesco Roccato, Managing Director for Northern Italy for Rocco Forte Hotels
Why should a discerning guest stay with you?
The Hotel de la Ville boasts an impeccable yet relaxed approach to service. Right from the time our guests make a booking to the time they reach Rome, and even after departure, our guests experience the attentiveness and warmth of the entire team. This is key to attracting new clientele and, at the same time, making them dream to return soon. Moreover, Rocco Forte Hotels enhances the heritage of each destination by choosing unique properties in prime locations, such as the 18th-century palazzo that hosts the Hotel de la Ville.
What are the key differentiators between your property and other luxury properties in the City?
As part of one of the Rocco Forte Hotels pillars, we firmly believe that we make a difference by enhancing the destination with exclusive, authentic, tailormade Roman experiences. This creates a ‘fil rouge’ or common thread that links the overall experience with the hotel design, the food and beverage offer, and the bespoke suggestions of our local concierge. Another aspect that our guests appreciate about the hotel is the family feeling and the reassuring approach of our dedicated team, which makes them immediately feel welcome and ensures a memorable stay.
How do you ensure that your staff maintains their commitment to excellence that we observed?
I have always strived to establish a good working climate across the entire Hotel de la Ville. I am lucky to have a consolidated team working together since the opening. At Rocco Forte Hotels, we focus on training, cross-training, and career development to have an enthusiastic team. Thus, the team is committed to delivering excellent service and, at the same time, is eager to learn and grow in its career path. We constantly promote a motivated environment aimed at providing excellent service. My motto is, Treat others how you want to be treated!
As rates have dramatically increased since the pandemic, how have you ensured the guest receives value?
Since opening in 2019, the Hotel de la Ville has grown its business and consolidated its reputation and awareness. As stated above, we craft customized experiences for our guests that perfectly fit their desires and curiosity and ensure they are looked after throughout their stay. Moreover, we have strong partnerships with local artisans and high-end niche brands strongly linked to the destination. These are part of our appealing gifting program, including a small Roman souvenir for our guests to take home with them.
Can you provide an example of how you and your team anticipate guests’ needs during their stay?
Our Concierge and Guest Relations teams contact our guests or their travel agents before arrival to ensure that all their wishes take shape promptly, creating a bespoke itinerary that allows them to discover the destination at its finest. This anticipatory approach makes them feel reassured and more eager to discover the Eternal City’s hidden gems!
Part 2: Hotel de Russie interview with Giacomo Battafarano, Managing Director for Southern Italy for Rocco Forte Hotels
Why should a discerning guest stay with you?
Undoubtedly, for our incomparable location! Hotel de Russie is a historical building that houses the monumental gardens designed by Giuseppe Valadier in the 19th century, a green oasis between Piazza del Popolo and Piazza di Spagna in the historic center of the Capital. Fundamental elements are the high level of our professionals which guarantees high standards of services and the strong connection with the destination is a further plus.
What are the key differentiators between your property and other luxury properties in the city?
The brand’s philosophy of personalizing the stay and making the experience more exclusive is characterizing. Our guests feel at home away from home.
How do you ensure that your staff maintains their commitment to excellence?
Employee commitment goes beyond mere compliance with job duties. It represents a deep emotional attachment and dedication to the organization. Employees willingly invest their time, effort and energy to achieve organizational goals when committed.
In Rocco Forte, service excellence is a philosophy. To reach and maintain excellence, we focus on:
- Continuous training.
- Creating a positive work environment is crucial for increasing and sustaining employees’ commitment and dedication to a business. It fosters a sense of belonging, motivation, and overall job satisfaction. From the employees’ perspective, a positive work environment means feeling valued, respected, and supported by their superiors and colleagues. It involves open communication, trust, and opportunities for growth and development.
- Recognizing and rewarding employee contributions is critical to fostering a positive work environment and enhancing employee commitment.
- Lead by example: Trust begins at the top. Leaders who demonstrate honesty, integrity, and consistency set the tone for the organization. Employees feel secure when leaders keep their promises, admit mistakes, and communicate openly.
- Transparent decision-making: Whenever possible, involve employees in decision-making processes. Explain the rationale behind decisions, even if they are unpopular. Transparency reduces uncertainty and builds trust.
- Consistent communication: Regularly share updates on company performance, strategy, and challenges. Town hall meetings, newsletters, and one-on-one conversations all contribute to transparency.
From employees’ perspective, strong leadership is created by communicating the vision, goals, and expectations, giving them trust, transparency, and direction. They understand their role in achieving the objectives and are motivated to contribute.
The same can be said from the leaders’ point of view: by actively listening to employees’ ideas, concerns, and feedback, they can gain valuable insights and make informed decisions.
Finally, yet importantly, promoting work-life balance is critical to fostering a healthy and committed workforce. Striking the right balance between professional and personal commitments can significantly impact an employee’s well-being, job satisfaction, and overall productivity.
As rates have dramatically increased post-COVID, how have you ensured the guest receives value?After the pandemic, the trend of revenge travel spread, and therefore, the unexpressed demand of the period restrictions led to an exponential growth in travel demand.
People have invested more in their well-being and travel. Rome and Italy have always been popular destinations internationally for their historical treasures, quality of life, good food, and art of hospitality. However, due to a very high increase in demand, costs increased.
As a company, we have made many investments, starting with recruiting new staff and continuing with numerous investments, among which the complete refurbishment of the rooms in response to the many requests from our guests staying for longer than just a few nights. The rooms with garden views have been renovated, a unique feature of the Hotel de Russie and the city of Rome.
We have restored the monumental historic garden, the Lobby, and our restaurant, Le Jardin de Russie, internally frescoed by the immersive artist Gio Bressana. The intent is to renovate the entire building by the end of 2025.
Can you provide an example of how you and your team anticipate guests’ needs during their stay?
The Hotel de Russie team is involved with its guests from the very beginning, from the booking phase, when we try to understand and find out their expectations and needs to suggest the best accommodation solution for their desired tours and restaurant suggestions.
We have invested in and increased our Guest Relations team, which supports and offers a dedicated, exclusive, and sometimes tailor-made service to all our guests. Furthermore, the Hotel de Russie boasts a very experienced concierge team that is well-connected with the city’s historical places, events, tours, and new things to offer.
