Irene Forte, founder and CEO, Irene Forte Skincare Rocco Forte Hotels

When did you launch Irene Forte Spas?

We officially launched in 2021, beginning with Verdura Resort in Sicily, Masseria Torre Maizza in Puglia, Villa Igiea in Palermo and Hotel de la Ville in Rome.

The idea was to redefine luxury wellness, bringing together scientific innovation with timeless Mediterranean traditions. We wanted to create spaces that help people feel genuinely restored, not just pampered and that support longevity, clarity and balance.

All our treatments use Irene Forte Skincare and many of our ingredients come from our organic farm at Verdura Resort in Sicily. Verdura is also home to our flagship spa, where we test and develop new wellness concepts. It’s an innovation hub where modern diagnostics and longevity science meet traditional Sicilian therapies.

We create spaces that help people feel genuinely restored, not just pampered

What’s new?

I’m especially excited about the launch of our new Forte Vita Bar concept, which is already available in The Balmoral (Edinburgh), Hotel de Russie (Rome) and The Carlton (Milan) and set to open in Vedura (Sicily) next March.

The concept is designed for both local guests and members who are short on time. It allows you to check off all your beauty needs – hair treatments, nails, facials – seamlessly in one place.

At Hotel de Russie’s spa, I love the greenhouse effect we’ve created – a nod to the hotel’s iconic garden. It feels fresh, light and deeply connected to nature. At The Balmoral in Edinburgh, the concept blends the heritage and grandeur of the hotel with our Mediterranean philosophy, bringing together Scottish character and Sicilian warmth in a really harmonious way.

In Europe, we have several exciting new openings planned in Italy over the coming years (see box top right). This is where the Rocco Forte brand was born and remains a central part of our identity.

Tell us more about your skincare brand

Our formulas unite nutrient-rich Mediterranean botanicals – including olive oil, almond oil and aloe leaf juice – with proprietary and patented science-backed extracts. Every product is backed by over 40 years of dermatological research led by our scientific director, Dr Francesca Ferri.

The range is now available in around 200 luxury retailers worldwide, with the US our largest market. This year, we began expanding into the US spa sector, partnering with Four Seasons, Conrad, Montage, Auberge, Gurney’s and select independent destinations such as The Boca Raton.

Irene Forte Skincare (IFS) achieved 100 per cent year-over-year growth in revenue from 2023 to 2024 and is on track to double in size again in 2025. Overall, IFS product sell-through in our spas is up 20 per cent on last year and accounts for around 16 per cent of spa revenues on average. Our success with IFS also recently attracted growth investment from L Catterton.

Millennials and Gen Z  are deeply interested in longevity and biohacking

Are your spas seeing more millennial and Gen Z customers?

Rocco Forte Hotels customers typically skew slightly older, but we’re certainly seeing growing interest from a younger audience among local guests.

I’m a millennial and know that efficacy and authenticity are key values when it comes to spa and skincare.

Millennial and Gen Z customers tend to seek results-driven, science-led experiences rather than purely pampering ones. It’s why our spa menus feature fast facials at the Forte Vita Bar, as well as integrate technologies which are designed to deliver visible results in less time and at more accessible prices.

These guests are also deeply interested in longevity and biohacking, so our programmes increasingly draw inspiration from Blue Zone science and holistic regeneration. We’re also upgrading our spa systems to enable online booking – something that’s essential for younger customers.

What’s it like working for the family business?

Working directly with my father and aunt was incredibly formative. During my time at Rocco Forte Hotels, I got involved in a wide range of projects and was encouraged to be entrepreneurial, which set me up perfectly for leading my own company.

My father and Olga have built an extraordinary brand by staying true to their core values – quality, authenticity, and care – and that’s had a huge influence on how I lead. From them, I’ve learned, above all, that people are everything. It’s essential to treat everyone as part of your family.

Do boardroom discussions ever feel like a family dinner?

I’m not so involved in boardroom discussions anymore, so no! That said, family meals still tend to revolve around business, especially as my siblings also work in the company. Now that there are children and grandchildren in the mix, though, we finally have something else to talk about too!

Irene Forte Skincare draws on Sicilian roots Rocco Forte Hotels

The hydropool at the Irene Forte Spa at the Hotel de Russie in Rome, Italy Rocco Forte Hotels

Sir Rocco Forte, founder and chair, Rocco Forte Hotels Rocco Forte Hotels

What’s the story behind Rocco Forte Hotels?

I decided to start a new business after the Forte Group was sold. With a new company and limited capital, I decided to focus on iconic luxury properties.

Most high-end establishments were rather pompous at the time and I felt there was an opening for hotels that were more customer-friendly and had a comfortable, welcoming design. The other important aspect was a strong personality and sense of place. Twenty-six years later, everyone’s talking about that, but it’s not always delivered.

We invest a great deal in training and the Italians are known for their hospitality. I suppose some of the warmth our guests always comment about comes from our family roots.

How important are spas to the business?

Gyms and spas didn’t exist in the old days. Now wellness comes into everything and feeling good is part of our lives. Some guests actually only frequent spas when they travel, so they become a vital part of the stay.

How does Irene’s wellness vision fit with the group?

Irene has grown up in the business and has always had a passion for wellness. She also spent a long time in Sicily at our Verdura Resort, where she sources her ingredients. So she knows the business well and is the perfect fit for us. Her sustainable products are very much appreciated by our guests and we actually offer them at turn down rather than the usual chocolate.

We get on very well and all have our clear strengths

How do you approach differing ideas across generations?

Working together as a family can be difficult, but in our case, it works extremely well. We get on very well and all have our clear strengths and skills that complement each other. It’s good to have a family member that you can trust implicitly working alongside you.

Does hotel talk dominate family gatherings?

We talk about business a lot, but I think we have a good balance.

Olga Polizzi, deputy chair & director of design with Sir Rocco Forte Rocco Forte Hotels

How do you balance luxury, functionality and tranquillity in a hotel spa?

A spa has to be tranquil and tranquillity has a lot to do with luxury.

Luxury hotels must also always be functional. If the layout of the rooms or public areas doesn’t work, then it’s no longer truly luxurious. I always think about functionality first, everything else follows.

What wellness design are you most proud of?

I particularly like the Balmoral spa, although I often tend to like the most recent projects we’ve designed. The spa hadn’t had much work done since we first acquired the hotel in 1997, so this has been a huge transformation. I’m not always happy with everything we do, but I’m very happy with this spa. We’ve taken over other previously unused spaces in the basement and retiled the pool, which is now really beautiful. We’ve also renovated the gym, changing rooms and the massage rooms. They’re spacious and bright, and I think they include everything Irene was hoping for.

What’s going to define the next era of spa or hotel design?

I don’t think humans change much – we all still want comfort, to be looked after and uncomplicated technology. How many times have I stayed in someone else’s hotel and spent hours trying to figure out the lighting system? Simple is best.

Of course, new technology is useful and we’re always exploring new materials. There are many durable materials we now use in spas that don’t stain and instead of using pure marble we now mix in cement and other ingredients to create a strong surface.

Has working with family made relationships easier or more intense over the years?

It’s always nice to work with people you trust 100 per cent, which I do with my family. We each have our own areas of expertise, so we don’t often tread on each other’s toes. But there has to be a boss – and my brother has the final word.

Do you ever have lively design debates?

I fight my corner very strongly, but it’s rare that I insist on something if my brother is against it. As I’ve gotten older, I’m not quite as forceful. However, I do argue if I truly believe it’s the wrong design for a particular area.

Belgium
Brussels - Hotel Amigo (2000)

Germany
Munich - The Charles (2007)

Italy
Florence - The Savoy (1997)
Milan- The Carlton (2025)- Rocco Forte House Milan (2024)
Puglia - Masseria Torre Maizza (2019)

Rome:
Hotel de la Ville (2019)
Hotel de Russie (2000)
Rocco Forte House Rome (2019)

Sicily:
Villa Igiea (2021)
Verdura Private Villas (2021)
Verdura Resort (2009)

Russia
St Petersburg - Hotel Astoria (1999)

UK
Edinburgh - The Balmoral (1997)
London - Brown’s (2003)

Future openings 
Costa Smeralda, Sardinia, Italy (2026)
Palazzo Castelluccio, Noto, Italy (2027)
Palazzo Sirignano, Naples, Italy (2027)