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Rocco Forte Hotels, the family-run 5 * star hotel group under the direction of Sir Rocco Forte, is introducing its new loyalty programme “Rocco Forte Friends”.

The programme is aimed at regular guests and new fans of the brand and, in addition to special offers and exclusive events, focuses above all on creating ‘privileged experiences’.

Members receive benefits like early check-in and late check-out, and a discount of 15 percent in the restaurants and on spa treatments. In addition, each hotel offers a selection of local experiences, from a fishing trip in the North Sea with the Hotel Amigo in Brussels to a private visit to the Pucci Palace in Florence with the Hotel Savoy.

Rocco Forte Friends focuses on experiences

At each of the brand’s 15 hotels, guests have the opportunity to try unique experiences: Gourmets can discover the pleasurable side of Rome with star chef and Creative Director of Food and Beverage Fulvio Pierangelini. In Florence, it is all about the arts with a private visit to the Pucci Palace. In London, Rocco Forte Friends can attend special arts events organised by the Royal Academy of Arts.

Rocco Forte Hotels have also created suitable offers for families, such as a treasure hunt in the Uffizi Gallery in Florence, or a mini-gladiator school in Rome.

It is possible to connect several hotels of the brand during one trip. For example, the three German hotels, The Charles Hotel, Villa Kennedy and Hotel de Rome each have vintage cars for a classic road trip. In Sicily, guests can combine the two hotels (Villa Igiea in Palermo and Verdura Resort) with a sailing trip.

Late check out for all members

In-room amenities and a 15 percent discount on food, drinks and spa treatments are part of the exclusive offers for Rocco Forte Friends. In a specially created member’s area at www.roccofortehotels.com, personal requests and preferences can also be specified. Members will also receive special offers from the Rocco Forte Hotels partner network. These include, for example, invitations to events such as designer shopping in Mayfair or special rates for private flights with VistaJet.

Bottom line

Benefits like late check out just for signing up are always welcome. The real test for a luxury loyalty programme though, is more about the less quantifiable aspects that can generate serious brand loyalty. Things like always remembering the sort of views you prefer, or bar staff knowing in advance how you like your cocktails. With good IT and training, it is possible to get the details that really make a stay memorable right. Whether Rocco Forte Friends manages to achieve that remains to be seen.

Images: (c) Rocco Fort eHotels