Exhibitor Features
BRITAIN
Rocco Forte Announces
60 seconds with
Global Expansion
ALTM speaks to
Dennis Chan, Director of
Sir Rocco Forte was at ILTM to unveil the news that The
Rocco Forte Collection – one of Europe’s leading luxury
Leisure Far East exclusive
hotel brands will open their first property in the Middle
luxury holiday planners to
East this year.
find out more about what
The company currently has a family of 12 individual Chinese Buyers expect from
luxury hotels in major cities across Europe, as well as its ALTM and ultimately what
new Verdura Golf & Spa Resort in Sicily. The group is
they are really looking for…
expanding rapidly and is set to open four new properties
starting with Abu Dhabi in June this year. Located in the
Q. What does ‘luxury travel’ mean to you?
district set to become the new commercial centre for the
A. We believe luxury does not always mean expensive, as luxury
city the new 281 room luxury hotel will be also close to
travel can also be the best experiences in your life, within your own
Abu Dhabi International airport.
budget…whatever that may be. Everyone has a ‘must do’ in their
This will be followed by a 146-bedroom property
lifetime. We bring out-of-the-ordinary experiences to our clientele and
opening in Jeddah in autumn 2011, a 90 all-suite Golf,
unique private tours around the globe.
Spa & Villa Resort in Marrakech in 2012 and a 275
bedroom property in Cairo in 2013. Each characterful
Q. What are your objectives for attending ALTM?
and stylish hotel is inspired by the country and city its
A. I go annually to find the newest luxury travel products in the global
located but all hotels share certain characteristics.
market and for the international business networking.
Rocco Forte guarantees luxurious rooms, fine dining
experiences, class-leading facilities and a dedication to
Q. Do you have a strategy for this year’s ALTM?
providing the highest levels of service. ■ For more
A. My aim is to meet as many business partners as possible that can
information visit www.roccofortecollection.com
help me to create unique packages for our clients - as this is what we
specialise in, and what our clients recommend us for.
Q. What kind of experiences will you be looking for at ALTM on
behalf of your Chinese clients?
A. My customers want to do something that not many people do. The
Chinese like action and are interested in motor sports and supercars.
I will be looking at finding different European experiences, particularly
in countries popular with my clientele; France and Italy particularly for
the shopping, and Russia because of the mystery. For relaxation
Right: Sir Rocco
Thailand is good and there are a lot of quality resorts that aren’t too
Forte; Below: The
expensive, where the service is excellent too.
Kipling Suite at the
Collection’s Browns
Q. Is value for money important?
Hotel
A. Money is not a problem for my clientele but time is and on average
they only have a week for their holiday. My clientele all like different
styles of hotels, so I select the ones I feel appropriate and confident
that they are to my expectations, and therefore my clients.
Q. How do you think your Chinese luxury travellers expectations
differ to other international travellers?
A. Only now are Chinese travelling and gaining international
exposure – whereas customers from HK have been travelling a while.
They may not understand different cultures so we do have to educate
them before they go. There is often a language barrier that we have
to try to break down during their experience.
Q. How do you think ALTM differs from other industry events?
A. The focus on luxury. Quality wise the buyers and the exhibitors are
consistently of a very high standard in comparison to other industry
events. I don’t want to waste time at other trade shows.
Q. What do you never go to ALTM without?
A. I always bring lots of business cards. You need to be well
equipped for all the contacts you will make. And of course plenty of
outfits for the parties! ■
February 2010 TheInsider 9
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