British hotelier Sir Rocco Forte has credited the Gulf’s long-term investment vision and rapid decision-making culture as key drivers behind the global expansion of Rocco Forte Hotels, as UK businesses increasingly turn abroad for growth and capital.
Forte described his company’s alliance with Saudi Arabia’s Public Investment Fund (PIF) as “transformational,” strengthening the group’s balance sheet and elevating its international profile. “The PIF are very good people to work with. They take a long-term, strategic view. They saw potential in us not for short-term returns but for sustained global growth,” he said.
In 2023, the Saudi sovereign wealth fund acquired a 49 percent stake in the family-owned brand, marking its first investment in a European luxury hospitality group. Forte confirmed that the partnership remains strong despite reports of the PIF tightening spending and prioritising domestic projects. “They’ve made their investment and continue to support us. It’s not impacted by their broader spending shift,” he noted.
“Access to Gulf capital and markets is now critical for British businesses that want to grow internationally,” Forte added. “It’s a dynamic region with investors who think big and move fast.”
Rocco Forte Hotels currently operates 15 properties, including Brown’s Hotel in London, Hotel de Russie in Rome, and The Balmoral in Edinburgh. The group is expanding into Saudi Arabia’s Red Sea development, Milan, and the Maldives, alongside a new partnership with the Emirates Golf Society aimed at attracting Gulf travellers to its Sicilian resort, Verdura.
“We’ve always believed in creating distinctive, individual hotels that reflect their surroundings,” Forte said. “Each property should have its own soul, not just be another flag on the map.”
As the original founder of Forte Village in Sardinia, this year’s host destination for both the 2025 World Travel Awards Europe Gala Ceremony and the World Culinary Awards, Sir Rocco Forte remains one of the most respected figures in global hospitality. His legacy continues to define excellence and authenticity across the world’s luxury travel landscape.
