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Irene Forte – daughter of legendary hotelier Sir Rocco Forte and niece of famed designer Olga Polizzi – has come into her own, developing a spa concept for 10 Rocco Forte properties in Europe. Jane Kitchen reports
By Jane Kitchen | Published in Spa Business 2016 issue 2
Irene Forte (left) with her sister Lydia who helped with the spa’s Nourish offering
Irene Forte quite literally grew up in the hotel business – her father is the famous hotelier Sir Rocco Forte, her aunt is renowned hotel interior designer Olga Polizzi and her cousin is hotelier Alex Polizzi who also presents UK TV series The Hotel Inspector.
“I always spent holidays in different hotels,” says Forte. “It’s definitely been a very big part of my upbringing. Every school holiday, I spent working in different areas of the business.”
An Oxford graduate who studied French and Italian, Forte has worked in departments from reception to communications, but wasn’t sure where she wanted to end up. She officially joined the Rocco Forte Hotels central team in 2013 as quality standards executive, before being named brand manager in 2014 – which includes overseeing spa and fitness.
“I came in with the intention of leaving and going somewhere else for a bit (before settling into the family business),” she says. “But now I’m so involved.”
Aged 27, Forte has developed the group’s first brand-wide spa concept, Rocco Forte Spas, which has just rolled out across its 10 luxury properties in Europe (see p40). “We had very nice individual spas, but no overall unified concept,” says Forte. “And there was no health and fitness aspect. I saw a real gap there.”
So she set out to create a concept that would work for existing spas – which include its flagship 4,000sq m (43,056sq ft) spa in Sicily, as well as more compact city properties, such as the iconic Brown’s Hotel in London or the Hotel Astoria in St Petersburg. While each spa will incorporate local flavours through decor and nutrition – a crucial part of the concept – the rituals and branded skincare will remain consistent throughout.
“Spa is incredibly important,” says Forte. “So many people are now health-conscious, and as a business, we want to help them continue healthy routines.”
Creating the concept, she says, has been “a huge project in itself”. It involved help from Amy Goller Keller of Italy’s Wellness & Beauty Consulting, who worked at the flagship Verdura site, creating a concept based on naturopath Sebastian Kneipp’s five pillars of wellness: water, plants, exercise, nutrition and balance.
The Rocco Forte spa concept combines spa treatments (Rocco Forte Rituals) with food (Rocco Forte Nourish) and in-house beauty products (Forte Organics) as well as Rocco Forte Fitness. “I really like having a simple and clear concept,” says Forte. “We have four notions, which are easily understandable for guests. We can also continue build upon them.”
While Forte headed up the development of the spa concept, she also benefitted from the insight of her aunt, sister and father – with each family member playing to his or her strengths and interests.
Nourishing each location Forte worked with her sister Lydia – just two years older than herself, and the bar and restaurant development manager for Rocco Forte – to create Rocco Forte Nourish. This involves using area chefs and nutritionists for local cuisine, as well as changing the minibar selections and offering a healthy corner at breakfast, with choices like sugar-free almond or soya milk and granola.
“It was the first project we worked on together,” says Forte. “It was quite good to do something together and I think our Nourish element really stands out.”
Chefs include Madeleine Shaw, health coach and author of Get the Glow, who’s created nutritious options for Brown’s Hotel in London. Also involved is record-breaking cyclist and TV presenter Mark Beaumont, who will help create the menu at The Balmoral in Edinburgh. “It’s a big mix of people,” says Forte. Rather than have one food concept across the brand, she explains, “it’s important to use seasonal and local produce and people who are well-known in each location.”
Because of the complexities of working with different chefs and nutritionists at each location, the Nourish part of the spa concept has taken longer to roll out, but all hotels are set to have their menus in place by May.
Design and treatments The design of the spas is also a big piece of the package, with each location incorporating local elements and retaining a unique feel. Her aunt, designer Olga Polizzi, was “heavily involved” and “very much in the lead in all the design [of the spas],” says Forte.
“My aunt’s philosophy is to create something that looks authentic,” she says. “So in each location, we use local artists and design influences.”
In the brand’s flagship spa at the Verdura Resort in Sicily, for instance, local ceramic artisan pieces from Sciacca are used, as are locally-made blankets and tiles, and a citrus scent – evocative of the resort’s lemon groves – permeates the spa. A passage from one stage of a ritual to the next is signalled by the ringing of bells from the nearby Burgio bell foundry. “We want to still maintain a sense of individuality and authenticity at each location,” says Forte.
Forte Organics, the company’s new branded bio-cosmetic line, is made in Italy by Effegi Lab and features organic, natural and active Sicilian ingredients – many of which have been hand-picked from the resort. The base of the creams is oligomineral water from the nearby Sicilian Madonie Regional Natural Park and the line also incorporates Verdura’s organic olive oil, Sicilian nut oil, plants, fruits and flowers.
Treatments using Forte Organics are kept simple, and include just four options – a facial, back, body or couples’ ritual, with varying times from 15 to 160 minutes.
Spas across the group also have a broader array of treatments using additional skincare brands, with product houses picked for market interest. Suppliers include the likes of Swiss Perfection, Carita and Spiezia Organics.
But developing the in-house product line is one of the things that really makes them stand out says Forte. The line includes a range of products, such as almond cleansing milk, citrus toner, hibiscus serum and pomegranate face masks, and items are available for purchase at retail at Rocco Forte locations.
A passion for fitness The fitness component is also woven into the spa concept and Forte – who describes herself as “a bit of a fitness fanatic” – had a strong hand in developing new programmes and updating equipment. While Forte is a semi-professional marathon-runner, her father also has a strong fitness streak. “He’s had more of an impact on the sports side,” says Forte. “He understands it – not everyone gets it.”
Rocco Forte Fitness, inspired by the Forte family’s commitment to sport, uses cutting-edge gadgets and equipment and works with professional trainers for support. Hotels in the group have updated almost 50 per cent of their fitness equipment, with plans to complete the rest within two years.
The concept includes “more relevant” fitness programmes, says Forte, such as outdoor boot camps, rooftop yoga and jogging or cycling tours that incorporate sightseeing, for today’s more inquisitive fitness customer. At Verdura, for instance, a trekking route meanders down a valley to a medieval castle and a town abandoned after an earthquake. “There’s so much rich culture around Sicily,” says Forte. “We’re enthusiastic about linking nature and culture with fitness.”
Gyms are kitted out by Technogym and Rocco Forte Spas will also be introducing the fitness company’s Cloud Wellness app, which allows training to be tracked and monitored by the hotels’ personal trainers, wherever the guest may be.
Training and trends Forte, who’s also worked in training, has developed a 100-page SOP guide and a training matrix. She’s also introduced three spa master trainers, who can work across all of the properties.
“With Forte Organics, we can do cross-training,” she says. “We also want to reward therapists by sending them to another hotel, which was something we couldn’t do before.”
Although the concept is officially rolled out, Forte isn’t resting on her laurels. And she continues to keep her finger on the pulse of the industry.
She’s partnered with DNA Fit, a programme that uses human genomics to analyse the relationship between genes, nutrition and lifestyle. She’s also launched #BeForte, a social media marketing campaign and has overhauled the brand’s website templates. In addition, she’s been working on new uniforms for the spa team – something she calls a “passion project”.
“New trends are constantly developing – we can’t just sit still,” she says. “Personally, I’m on top of it anyway... but you can only stay on top of it by being interested in fitness and healthy living.”
Read more from this issue of Spa Business magazine
View contents of Spa Business 2016 issue 2
Editor’s letter: Who will own the well-life consumer?
It’s the wild west out there and there’s a land grab going on as interested parties make their play to own the well-life consumer. It’s not clear yet how this will pan out as the industry matures, or where spa stands in the pecking order, but the threats are clear
Spa people: Tyler Gage
Runa’s Tyler Gage working with Channing Tatum on an Amazon healing centre
Spa people: Todd Hewitt
For the first time in four years, Shangri-La appoints a global head of spas. Spa Business talks to Todd Hewitt, the man to fill the role
Spa people: James White
Thermal spa researcher and consultant to head up major overhaul of Maruia Hot Springs in New Zealand
Interview: Irene Forte
Daughter of hotelier Sir Rocco Forte and niece of designer Olga Polizzi tells Jane Kitchen why the Rocco Forte Hotel’s new spa concept is a family affair
Design: Natural wonderland
Neena Dhillon visits the striking new Keemala resort and spa in Phuket and finds out about its unique design
Science: Skin deep
Modern research is redefining the way we think about skin. Neuroscientist Dr Claudia Aguirre explains what the findings mean for spas
Promotional feature: Clarins
Clarins’ head of Spas, My Blend and Retail, Prisca Courtin-Clarins, talks about the strides the company is making in highly prescriptive skincare, and the development of hotel spa concepts with the My Blend brand
Promotional feature: Massage Heights
There’s a clear gap in the UK spa market for an affordable local offering that places an emphasis on top-quality treatments and services. Is Massage Heights, the successful US franchise chain, the solution?
Promotional feature: Neaumorinc
From a director of spa at Four Seasons to an entrepreneur who introduces exciting new beauty brands to five-star facilities, Shawna Morneau’s experience on both sides of the industry is enabling her consultancy to have an impact worldwide
Promotional feature: Dr Burgener Switzerland
Dr Burgener Switzerland to launch Haute Couture, a revolutionary skin treatment that personalises product and treatments to each person’s skin, using cutting-edge technology
Sensory zone: Set adrift
Niamh Madigan talks to researcher Justin Feinstein who thinks floatation could be a shortcut to meditation
Fitness: Defying gravity
The founder of AntiGravity® Aerial Yoga tells Niamh Madigan about the technique and a new suspension massage he’s developing for spas
Promotional feature: Gharieni
As Gharieni prepares to celebrate 25 years in the industry, founder and CEO Sammy Gharieni talks about the company’s culture of innovation, and how there will so many more exciting products to come
Book: La Storia by Elsa Morante. She’s one of my favourite writers
Season: As an Italian, I love the sun! So, the summer
Treatment: I love facials; my favourite is a Jet-M facial
Spa: I don’t get to travel very often to non-Rocco Forte Hotels anymore. However, I really like Lime Wood in the UK
Best advice: My mother has always taught be to be generous and to treat everyone as you would like to be treated
Who you admire: My father. He’s always been a living example to me that success is not just a matter of course but something that you have to work hard for
Rocco Forte Portfolio
• Hotel Amigo, Brussels, Belgium
• The Charles Hotel, Munich, Germany
• Hotel de Rome, Berlin, Germany
• Villa Kennedy, Frankfurt, Germany
• Hotel de Russie, Rome, Italy
• Hotel Savoy, Florence, Italy
• Verdura Resort, Sicily, Italy
• Hotel Astoria, St Petersburg, Russia
• Assila Hotel, Jeddah, Saudi Arabia
• The Balmoral, Edinburgh, UK
• Brown’s Hotel, London, UK
Jane Kitchen is the news editor of Spa Business and Spa Opportunities
The Spa Life UK Convention returns from 21–23 June 2026 at Whittlebury Park Hotel, Spa &
Golf Resort, bringing together spa managers, directors and owners for two days of focused
education, meaningful connection and commercial insight. [more...]
In a world where imbalance often accumulates quietly, Wildsmith unveils its newest
wellbeing innovation: Silent Loads, an approach designed to meet the needs of modern spa
guests with precision and depth. [more...]
+ More featured suppliers
COMPANY PROFILES
Kemitron GmbH
Our
portfolio is divided into four product areas; Technology, Fragrances, Disinfectant and Cleaners [more...]
The Wellness
Founded in 2007, headquartered in Dubai and based in Hong Kong and Singapore, The Wellness is an int [more...]
Irene Forte – daughter of legendary hotelier Sir Rocco Forte and niece of famed designer Olga Polizzi – has come into her own, developing a spa concept for 10 Rocco Forte properties in Europe. Jane Kitchen reports
By Jane Kitchen | Published in Spa Business 2016 issue 2
Irene Forte (left) with her sister Lydia who helped with the spa’s Nourish offering
Irene Forte quite literally grew up in the hotel business – her father is the famous hotelier Sir Rocco Forte, her aunt is renowned hotel interior designer Olga Polizzi and her cousin is hotelier Alex Polizzi who also presents UK TV series The Hotel Inspector.
“I always spent holidays in different hotels,” says Forte. “It’s definitely been a very big part of my upbringing. Every school holiday, I spent working in different areas of the business.”
An Oxford graduate who studied French and Italian, Forte has worked in departments from reception to communications, but wasn’t sure where she wanted to end up. She officially joined the Rocco Forte Hotels central team in 2013 as quality standards executive, before being named brand manager in 2014 – which includes overseeing spa and fitness.
“I came in with the intention of leaving and going somewhere else for a bit (before settling into the family business),” she says. “But now I’m so involved.”
Aged 27, Forte has developed the group’s first brand-wide spa concept, Rocco Forte Spas, which has just rolled out across its 10 luxury properties in Europe (see p40). “We had very nice individual spas, but no overall unified concept,” says Forte. “And there was no health and fitness aspect. I saw a real gap there.”
So she set out to create a concept that would work for existing spas – which include its flagship 4,000sq m (43,056sq ft) spa in Sicily, as well as more compact city properties, such as the iconic Brown’s Hotel in London or the Hotel Astoria in St Petersburg. While each spa will incorporate local flavours through decor and nutrition – a crucial part of the concept – the rituals and branded skincare will remain consistent throughout.
“Spa is incredibly important,” says Forte. “So many people are now health-conscious, and as a business, we want to help them continue healthy routines.”
Creating the concept, she says, has been “a huge project in itself”. It involved help from Amy Goller Keller of Italy’s Wellness & Beauty Consulting, who worked at the flagship Verdura site, creating a concept based on naturopath Sebastian Kneipp’s five pillars of wellness: water, plants, exercise, nutrition and balance.
The Rocco Forte spa concept combines spa treatments (Rocco Forte Rituals) with food (Rocco Forte Nourish) and in-house beauty products (Forte Organics) as well as Rocco Forte Fitness. “I really like having a simple and clear concept,” says Forte. “We have four notions, which are easily understandable for guests. We can also continue build upon them.”
While Forte headed up the development of the spa concept, she also benefitted from the insight of her aunt, sister and father – with each family member playing to his or her strengths and interests.
Nourishing each location Forte worked with her sister Lydia – just two years older than herself, and the bar and restaurant development manager for Rocco Forte – to create Rocco Forte Nourish. This involves using area chefs and nutritionists for local cuisine, as well as changing the minibar selections and offering a healthy corner at breakfast, with choices like sugar-free almond or soya milk and granola.
“It was the first project we worked on together,” says Forte. “It was quite good to do something together and I think our Nourish element really stands out.”
Chefs include Madeleine Shaw, health coach and author of Get the Glow, who’s created nutritious options for Brown’s Hotel in London. Also involved is record-breaking cyclist and TV presenter Mark Beaumont, who will help create the menu at The Balmoral in Edinburgh. “It’s a big mix of people,” says Forte. Rather than have one food concept across the brand, she explains, “it’s important to use seasonal and local produce and people who are well-known in each location.”
Because of the complexities of working with different chefs and nutritionists at each location, the Nourish part of the spa concept has taken longer to roll out, but all hotels are set to have their menus in place by May.
Design and treatments The design of the spas is also a big piece of the package, with each location incorporating local elements and retaining a unique feel. Her aunt, designer Olga Polizzi, was “heavily involved” and “very much in the lead in all the design [of the spas],” says Forte.
“My aunt’s philosophy is to create something that looks authentic,” she says. “So in each location, we use local artists and design influences.”
In the brand’s flagship spa at the Verdura Resort in Sicily, for instance, local ceramic artisan pieces from Sciacca are used, as are locally-made blankets and tiles, and a citrus scent – evocative of the resort’s lemon groves – permeates the spa. A passage from one stage of a ritual to the next is signalled by the ringing of bells from the nearby Burgio bell foundry. “We want to still maintain a sense of individuality and authenticity at each location,” says Forte.
Forte Organics, the company’s new branded bio-cosmetic line, is made in Italy by Effegi Lab and features organic, natural and active Sicilian ingredients – many of which have been hand-picked from the resort. The base of the creams is oligomineral water from the nearby Sicilian Madonie Regional Natural Park and the line also incorporates Verdura’s organic olive oil, Sicilian nut oil, plants, fruits and flowers.
Treatments using Forte Organics are kept simple, and include just four options – a facial, back, body or couples’ ritual, with varying times from 15 to 160 minutes.
Spas across the group also have a broader array of treatments using additional skincare brands, with product houses picked for market interest. Suppliers include the likes of Swiss Perfection, Carita and Spiezia Organics.
But developing the in-house product line is one of the things that really makes them stand out says Forte. The line includes a range of products, such as almond cleansing milk, citrus toner, hibiscus serum and pomegranate face masks, and items are available for purchase at retail at Rocco Forte locations.
A passion for fitness The fitness component is also woven into the spa concept and Forte – who describes herself as “a bit of a fitness fanatic” – had a strong hand in developing new programmes and updating equipment. While Forte is a semi-professional marathon-runner, her father also has a strong fitness streak. “He’s had more of an impact on the sports side,” says Forte. “He understands it – not everyone gets it.”
Rocco Forte Fitness, inspired by the Forte family’s commitment to sport, uses cutting-edge gadgets and equipment and works with professional trainers for support. Hotels in the group have updated almost 50 per cent of their fitness equipment, with plans to complete the rest within two years.
The concept includes “more relevant” fitness programmes, says Forte, such as outdoor boot camps, rooftop yoga and jogging or cycling tours that incorporate sightseeing, for today’s more inquisitive fitness customer. At Verdura, for instance, a trekking route meanders down a valley to a medieval castle and a town abandoned after an earthquake. “There’s so much rich culture around Sicily,” says Forte. “We’re enthusiastic about linking nature and culture with fitness.”
Gyms are kitted out by Technogym and Rocco Forte Spas will also be introducing the fitness company’s Cloud Wellness app, which allows training to be tracked and monitored by the hotels’ personal trainers, wherever the guest may be.
Training and trends Forte, who’s also worked in training, has developed a 100-page SOP guide and a training matrix. She’s also introduced three spa master trainers, who can work across all of the properties.
“With Forte Organics, we can do cross-training,” she says. “We also want to reward therapists by sending them to another hotel, which was something we couldn’t do before.”
Although the concept is officially rolled out, Forte isn’t resting on her laurels. And she continues to keep her finger on the pulse of the industry.
She’s partnered with DNA Fit, a programme that uses human genomics to analyse the relationship between genes, nutrition and lifestyle. She’s also launched #BeForte, a social media marketing campaign and has overhauled the brand’s website templates. In addition, she’s been working on new uniforms for the spa team – something she calls a “passion project”.
“New trends are constantly developing – we can’t just sit still,” she says. “Personally, I’m on top of it anyway... but you can only stay on top of it by being interested in fitness and healthy living.”
Read more from this issue of Spa Business magazine
View contents of Spa Business 2016 issue 2
Editor’s letter: Who will own the well-life consumer?
It’s the wild west out there and there’s a land grab going on as interested parties make their play to own the well-life consumer. It’s not clear yet how this will pan out as the industry matures, or where spa stands in the pecking order, but the threats are clear
Spa people: Tyler Gage
Runa’s Tyler Gage working with Channing Tatum on an Amazon healing centre
Spa people: Todd Hewitt
For the first time in four years, Shangri-La appoints a global head of spas. Spa Business talks to Todd Hewitt, the man to fill the role
Spa people: James White
Thermal spa researcher and consultant to head up major overhaul of Maruia Hot Springs in New Zealand
Interview: Irene Forte
Daughter of hotelier Sir Rocco Forte and niece of designer Olga Polizzi tells Jane Kitchen why the Rocco Forte Hotel’s new spa concept is a family affair
Design: Natural wonderland
Neena Dhillon visits the striking new Keemala resort and spa in Phuket and finds out about its unique design
Science: Skin deep
Modern research is redefining the way we think about skin. Neuroscientist Dr Claudia Aguirre explains what the findings mean for spas
Promotional feature: Clarins
Clarins’ head of Spas, My Blend and Retail, Prisca Courtin-Clarins, talks about the strides the company is making in highly prescriptive skincare, and the development of hotel spa concepts with the My Blend brand
Promotional feature: Massage Heights
There’s a clear gap in the UK spa market for an affordable local offering that places an emphasis on top-quality treatments and services. Is Massage Heights, the successful US franchise chain, the solution?
Promotional feature: Neaumorinc
From a director of spa at Four Seasons to an entrepreneur who introduces exciting new beauty brands to five-star facilities, Shawna Morneau’s experience on both sides of the industry is enabling her consultancy to have an impact worldwide
Promotional feature: Dr Burgener Switzerland
Dr Burgener Switzerland to launch Haute Couture, a revolutionary skin treatment that personalises product and treatments to each person’s skin, using cutting-edge technology
Sensory zone: Set adrift
Niamh Madigan talks to researcher Justin Feinstein who thinks floatation could be a shortcut to meditation
Fitness: Defying gravity
The founder of AntiGravity® Aerial Yoga tells Niamh Madigan about the technique and a new suspension massage he’s developing for spas
Promotional feature: Gharieni
As Gharieni prepares to celebrate 25 years in the industry, founder and CEO Sammy Gharieni talks about the company’s culture of innovation, and how there will so many more exciting products to come
Book: La Storia by Elsa Morante. She’s one of my favourite writers
Season: As an Italian, I love the sun! So, the summer
Treatment: I love facials; my favourite is a Jet-M facial
Spa: I don’t get to travel very often to non-Rocco Forte Hotels anymore. However, I really like Lime Wood in the UK
Best advice: My mother has always taught be to be generous and to treat everyone as you would like to be treated
Who you admire: My father. He’s always been a living example to me that success is not just a matter of course but something that you have to work hard for
Rocco Forte Portfolio
• Hotel Amigo, Brussels, Belgium
• The Charles Hotel, Munich, Germany
• Hotel de Rome, Berlin, Germany
• Villa Kennedy, Frankfurt, Germany
• Hotel de Russie, Rome, Italy
• Hotel Savoy, Florence, Italy
• Verdura Resort, Sicily, Italy
• Hotel Astoria, St Petersburg, Russia
• Assila Hotel, Jeddah, Saudi Arabia
• The Balmoral, Edinburgh, UK
• Brown’s Hotel, London, UK
Jane Kitchen is the news editor of Spa Business and Spa Opportunities
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of
Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los
Cabos.
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
Four Seasons Resort The Nam Hai in Hoi An, Vietnam, has put together a Global Wellness Day
(GWD) agenda with activations rooted in nature and shaped by four pillars of Joy – in
alignment with the day’s theme #JoyMagenta.
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in
Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a
series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Naples Beach Club, a Four Seasons Resort, has opened a 2,800sq m spa called The Sanctuary,
with the design and concept inspired by the Native American people that populated Florida’s
Southwest coast – the Calusa.
The Spa Life UK Convention returns from 21–23 June 2026 at Whittlebury Park Hotel, Spa &
Golf Resort, bringing together spa managers, directors and owners for two days of focused
education, meaningful connection and commercial insight. [more...]
In a world where imbalance often accumulates quietly, Wildsmith unveils its newest
wellbeing innovation: Silent Loads, an approach designed to meet the needs of modern spa
guests with precision and depth. [more...]
+ More featured suppliers
COMPANY PROFILES
Kemitron GmbH Our
portfolio is divided into four product areas; Technology, Fragrances, Disinfectant and Cleaners [more...]
