Irene Forte, daughter of Sir Rocco Forte and brand manager for Rocco Forte Hotels, and health coach Madeleine Shaw toured Germany this week to introduce “Rocco Forte Nourish,” part of the luxury hotel group’s new health and spa program.
The tour started at Villa Kennedy in Frankfurt, hit The Charles in Munich and finished at the Hotel de Rome in Berlin on Thursday.
“I think healthy living is becoming ever increasingly important. Nowadays, everyone lives overstressed lives that are so busy that there’s rarely time off, so the ways you look after your body and your mind are becoming essential. Personally, I travel once or twice a week and I never really stop working, therefore eating well and exercising are a big part of keeping sane and energized. The whole concept started selfishly from my own personal need to continue healthy routines on travels, which I find actually fits with our guests,” Forte told WWD in Berlin.
Forte oversees the spa concept, which has seen a major revamp since January and which is being rolled out throughout all Rocco Forte properties.
The new health and spa line includes three pillars: the Forte Organic beauty line with ingredients grown at the group’s Verdura Resort in Sicily, signature fitness programs that include the cultural surrounding of the properties such as sightseeing running or rooftop yoga, and the healthy eating side, comprising a nourish menu in the restaurants, a healthy in-room mini-bar option and a healthy breakfast corner.
Launched first at London’s Brown’s Hotel in January, the outlook on healthy lifestyle was successful with guests, said Forte. “The ‘Fifty Shades of Green’ dish from the Madeleine Shaw nourish menu has become a top seller over the classic club sandwich, and our organic line that was meant to last for one year has already sold out on the retail side in our spa. The world of spas continues to move and we are looking to expand on that side. ”
Next up in the program is a private-label organic sportswear clothing line in collaboration with organic clothing company Back Label and two new properties to open in Jeddah, Saudi Arabia in September and Shanghai in 2018.