Rocco Forte Hotels is preparing to bring its signature brand of European boutique luxury to Saudi Arabia.
Saudi Arabia’s luxury hospitality scene is evolving at pace, and Rocco Forte Hotels is the latest global name lining up a debut in the Kingdom. The family-owned group is in “advanced discussions” to open a boutique property on the Red Sea, with Sir Rocco Forte confirming the plans to Arabian Business and Khaleej Times.
Unlike many of the region’s mega developments, the proposed resort will be intimate in scale. The project is expected to feature around 60 rooms, along with a collection of serviced villas and apartments, tailored for high-end travellers who value privacy, design and personalised service.
Saudi Arabia is already the group’s third-largest market after the United States and the United Kingdom, with Saudi guests forming a loyal following across its European portfolio. Bringing the brand closer to this key audience feels like a natural next step, especially as outbound Saudi travellers increasingly seek boutique-style luxury with a sense of place.
The move also follows a major strategic shift behind the scenes. In 2023, Saudi Arabia’s Public Investment Fund (PIF) acquired a 49 per cent stake in Rocco Forte Hotels. The investment strengthened the group’s financial position and accelerated expansion plans that had been under discussion for years, paving the way for growth in the Middle East. After the Red Sea opening, the brand is also eyeing a second Saudi property in Riyadh.
For those unfamiliar, Rocco Forte Hotels is renowned for characterful addresses across Europe, including Brown’s Hotel in London, Hotel de Russie in Rome and The Balmoral in Edinburgh. Each property is carefully curated, with the Forte family closely involved in shaping the guest experience, from design details to destination-specific programming.
Looking ahead, the group has its sights set on the broader region, with early plans to enter the UAE and create a dedicated Middle East hub. While timelines and locations are yet to be confirmed, a presence in the Emirates would complement the upcoming Saudi openings and further cement the brand’s regional footprint.
As for the Red Sea resort, the development is expected to take at least three years to complete once work officially begins, with the finished hotel set to appeal to discerning travellers seeking understated luxury in one of Saudi Arabia’s most ambitious coastal destinations. Keep following FACT for updates as the project progresses.
GO: Visit www.roccofortehotels.com for more information.