Italian uber-luxury hospitality brand Rocco Forte Hotels will extend its footprint in its mother country through the addition of a second hotel in Puglia, Masseria del Cardinale. Located in the Itria Valley, renowned for its landscapes and historical villages, Rocco Forte Masseria del Cardinale will feature 86 rooms and suites, restaurants, a bar, Irene Forte Spa, swimming pool and more.

The renovation of Masseria del Cardinale will be led by Olga Polizzi, Deputy Chairman and Director of Design at Rocco Forte Hotels, in collaboration with Luigi Fragola Architects, the renowned Florence-based studio.

“Puglia has earned a special place in the heart of our brand, the region represents one of Italy’s extraordinary excellences,” Polizzi said, adding, “Masseria del Cardinale is a perfect complement to the successful Masseria Torre Maizza.”

“With four new openings planned over the next three years – Sardinia, Sicily, Naples, and now Puglia – the signing of Masseria del Cardinale is a clear indication of Italy’s continuing importance to the brand’s growth,” said Charles Forte, Director of Development at Rocco Forte Hotels.

The announcement was shared during ILTM Cannes. The new addition follows the debut of Carlton Hotel Milan two weeks ago, becoming the group’s seventh hotel in Italy.

The addition of Milan is a “very important step for us,” Sir Rocco Forte told media. “Milan has become the best city in the whole of Europe I think, and it’s expanding quickly. It’s a very exciting city and this hotel is going to be a very special place with its luxury offering in Milan.”

“It’s unlikely any of the other hotels. It has a really Milanese feel,” he said.

Sir Rocco noted that Villa d’Este Resort in Porto Cervo, Sardinia will open in August in 2026. Palazzo Sirignano, an old palazzo in Naples featuring 45-keys suites and villas will open in 2027. Palazzo Castelluccio, Noto in Sicily will follow in 2027. Other projects are also being considered in Italy.

Sir Rocco said the investment by Saudi Arabia’s PIF (Public Investment Fund) which now owns 49% of the company would “naturally” take the brand to the Middle East in due course.

“We’re already in advanced discussions on a property in the Maldives, and also on the Red Sea,
Al-Numan Island we’re in very advanced discussions there,” he revealed, adding another property is also being evaluated in Riyadh as “part of the amazing development that is taking place in Saudi Arabia.”

Beyond Italy and the Middle East, Forte admits “we want wider representation in the rest of Europe”. He highlighted potential projects in Lisbon, Spain and Greece.

PIF’s investment two years ago was initially assigned to facilitate Rocco Forte’s development program for new assets, but has also been used to accelerate the refurbishment of existing properties, to the tune of US$100 million.

Rocco Forte Hotels has also developed a new two-tiered suite program called Suites & Beyond for guests booking the group’s top echelon of accommodation. Suites & Beyond “promises more than just beautifully curated interiors and fabulous service, gestures, stories, personalisation, warmth and a cultural experience that extends beyond the four walls of the suite,” explained Sir Rocco Forte’s daughter, Lydia Forte, Group Director of Food & Beverage for the company.

The program is focused on the service for suite guests. That incorporates greater personlisation, both pre arrival and post departure, and during the stay itself.

Suites & Beyond could take the form of musical room service, a favourite fragrance, a bed under the stars, a breakfast picnic for a special event and more.

“The luxury customer is looking for something different, something distinctive, not cookie cutter, they want personalised service and experiences, and that is precisely what The Carlton in Milan will embody in full,” Forte added.

Meanwhile, the group has appointed a branding agency to “sharpen” Rocco Forte’s brand image. Sunshine will be responsible for better articulating “how different we are from our direct competitors”. Key factors being a family owned business with family members as part of the executive team.”