Hospitality Design - March 2012 - 66

perspectives
HD: At the new Abu Dhabi property, what is your favorite aspect of the design, Olga?
OP: We want to be the ﬁrst hotel in Abu Dhabi to deliver a stylish blend of European and Middle Eastern design while also giving the hotel a sophisticated, contemporary feel. To reﬂect its location, we used local artwork and Middle Eastern accents—accessories and fabrics in earthy and sumptuous colors. All bedrooms feature work by the poet Ali Ahmad Said Esber. The suites have abstract and lyrical paintings by Salwa Zeidan, and a huge

interview: sir rocco forte and olga polizzi

HD: What are the next big trends you expect to see in the luxury hotel market?
SRF: The rise of multigenerational travel, and educational I travel, believe wellness a hotel tourism, and travelers seeking heritage simplicity. doesn’t need to change its offerings other than ensure it is responding to the needs of the marketplace it is trying to reach. Brands, however, will increasingly become a more important factor in the choice of luxury travelers across all generations; greater brand differentiation is required to entice

A rendering of a guestroom at the soon-to-open fully refurbished Shepheard Hotel in Cairo.

customers.

triptych by Fatema al Mazrouei dominates the lobby. We also [created] blankets with an Arabic pattern for the hotel. As another unique touch, we have etched the Arabic expression, ‘May it rain on our desert,’ above each bathtub. We also used a lot of mosaic, which makes the bath look softer and emphasizes the value of the craftsmanship.

HD: How do you think the de nition of luxury has transformed since you opened your rst property? When guests seek out luxury today, what exactly are they are looking for?
SRF: There is not a ﬁxed deﬁnition of luxury; luxury is in the eye of the beholder. For me, luxury is about service and this I believe remains key to any guest seeking out a luxury travel experience. Obviously a luxury hotel has to have a level of opulence, though opulence can be understated. Our hotels are not the typical glossy places with gold-plated taps, marble everywhere, and overstuffed chairs. There’s a strong design element but also simplicity. The essence of a luxury hotel is the service a customer receives—he has to feel welcome, he has to feel wanted, he has to be made to feel important. That’s what luxury is about: actually giving a customer a service without him having to make a huge amount of effort to receive it. It has to be tailored to each individual customer’s needs.

HD: Abu Dhabi is only the rst of your Middle Eastern properties. You have plans for others, for example, in Egypt.
SRF: We have signed management contracts for hotels in Jeddah, Marrakech, Cairo, and Luxor, reinforcing our commitment to expand in key destinations beyond Europe. However, I am not ﬁnished in Europe yet. There are key cities here that I would like to be in, including Paris, Madrid, Milan, Barcelona, and Moscow, and I’d also like to have a property in New York.

HD: Olga, can you tell us about any of the design highlights we can look forward to in upcoming properties?
OP: We are currently working on the designs for Egypt, where we will be refurbishing two iconic, historic hotels: the Shepheard Hotel [in Cairo] and the Luxor Hotel, built in 1880 by John Cook, son of travel pioneer Thomas Cook. The Shepheard, which opened in 1841, has become part of local folklore, having hosted luminaries such as Winston Churchill and T.E. Lawrence during its long history. We are bringing back an element of this Old World class to the region when it reopens under our banner in 2014.

HD: How have these factors impacted your design work, Olga?
OP: Guests’ attitudes towards design have changed enormously in the last ten to twelve years. Every time you build or reintroduce a hotel, you have to do something new. The deﬁnition of luxury may keep on changing but I believe human beings actually like the same fundamental things: they like a comfortable bed, a comfortable chair, a big bath, and good lighting. I won’t go to excesses. A bedroom has to look clean and not be full of gimmicks. A room has to give a sense of calmness. Design is important but everything has to be ﬁt for purpose. Comfort is paramount and service is what counts.

HD: What is the best part about working together as brother and sister? The biggest challenge?
SRF: Working together can be a complete disaster but in our case, it works as we get on very well together. We have the same outlook and view of things. We both have our clear strengths and skills. They complement each other and it is good having a member of the family who you can trust implicitly working alongside you. OP: This is true. We never row. He will look at what I am doing, but lets me get on with it. As deputy chairman, I am involved in every aspect of the company so I understand both the business and the design sides.

HD: Outside of a Rocco Forte property, what is your favorite luxury hotel and why?
SRF: I have no particular favorite, but I like the Plaza Athénée in Paris. A lot of the staff recognize me. They know what I want so I don’t have to restate what newspaper or what juice I want in my room. OP: I have different favorites depending on what I am looking for. For pristine white beaches and crystal clear sea, Jumby Bay is hard to beat. The resort is a secluded island escape located just off the coast of Antigua and is only accessible by boat. It’s ideal for escaping the hustle and bustle of the city, to spend time soaking up some warm Caribbean sunshine, swimming, and catching up on a pile of books.

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