Rocco Forte Hotels Lead ‘Wellness Revolution’ With Brand-Wide Spa Initiative

LONDON, United Kingdom Rocco Forte Hotels have announced the creation of a new brand-wide spa initiative featuring Madeleine Shaw, Raw Press and Technogym.

Based around four components, the comprehensive programme covering all aspects of wellness such as spa, beauty, fitness and food will be present in hotels including the Verdura Resort, Sicily, Brown’s Hotel in London and The Charles Hotel, Munich.

“Today, we’re seeing ‘a wellness revolution’,” explained Irene Forte, Brand Manager at Rocco Forte Hotels.

“We created this concept to cater for and exceed the expectations of the growing number of health-conscious guests. Furthermore, I’m a health-conscious fitness fanatic, just like my father, so wellbeing is something I personally see as extremely important for hotels,” she added.

Growing twice as fast as any other sector, wellness tourism, which is projected to reach $678.5 billion by 2017 is driving the travel market. Rocco Forte’s new spa offering is one of a number of initiatives hotel groups are implementing in order to meet consumer demand and match competition from brands like Equinox who plan to enter the space with new wellness-focused hotels.

Under the umbrella of Forte Organics, Rocco Forte Rituals, Rocco Forte Fitness and Rocco Forte Nourish, each individual Rocco Forte Spa will feature elements of the new spa programme strongly influenced by the cities in which they are based, allowing the brand to tap into local markets.

Rocco Forte Fitness and Rocco Forte Nourish, the two pillars of the programme will be lead by an innovative and on-trend approach to health and fitness, leveraging the influence prominent wellness brands and figures have on the market.

Using cutting-edge equipment from Technogym, the spas will stock Every Second Counts activewear developed by renowned Pilates expert Sally Dixon.

Additionally, each hotel will offer a Cloud Wellness app to allow guests to have their training tracked and monitored by Rocco Forte Hotels’ personal trainers, while specific hotels will provide unique experiences such as Rooftop Yoga sessions at the Hotel de Rome.

In the UK, Rocco Forte Nourish menus have been created in partnership with renowned author of Get The Glow, Madeleine Shaw. The menu will provide guests with healthy and nutritious food created to benefit the body.

Elsewhere, at the Hotel Astoria in St Petersburg, the brand’s partnership with the number one nutrition company in Russia ‘Just For You’, gives guests access to an extensive menu compiled by local chefs and nutritionists.

Across every property bespoke healthy in-room bars will stock a selection of snacks and drinks from LoveRaw, inSpiral and Vivid. While in London, at Brown’s Hotel guests can order cold-pressed juices from one of the Capital’s leading juice bars Raw Press.

As the concept of wellness tourism continues to evolve initiatives catering to the wellness-minded traveller are becoming more and more commonplace. As with Rocco Forte, hotels looking to stay one step ahead of the game are turning to experts and consultants to help boost their wellness offerings and attract a new wave of customers.

Wellness tourism is no longer a niche industry and with consumers looking at spa and wellness activities as a way to maintain and enhance their wellbeing throughout their vacations, integrating a more imperceptible approach to wellness looks to be the way of the future.