Part of the Rocco Forte Hotels series is Verdura Resort, which hosts the DP World Tour event. What role does golf play in Vidura’s guest experience?
Verdula is more than just golf. This is a complete resort with tennis, a great spa and activities for children and teenagers, perfect for families. Regarding golf, we offer two 18-hole championship courses, excellent practice facilities and 9-hole courses.
When we built Verdura, the vision was to create the best golf resort in Europe. After flooding and other challenges, we rebuilt and improved the course, and our ambitions remain a golf destination in Europe. The hospitality there is top notch, with friendly staff, excellent food and high quality service – all of which are essential
Guest experience.
Does Vidura Resort encourage families and juniors to participate in golf?
Absolutely. We have golf professionals who spend a lot of time with young players introducing them to the game and helping them improve. While some free golf programs for juniors are being discussed, the focus remains on promoting a welcome environment for families.
Rocco Forte Hotels is known for blending luxury with local authenticity. How do you achieve this?
We carefully consider the history and characteristics of each destination. For example, in Verdura, Sicily, the building reflects the Arab history of the region.
My sister manages the decorations to ensure that the local culture is skillfully but meaningfully integrated. We also encourage local involvement, especially our food and beverage business, which helps create a real local atmosphere. Friendly and generous staff completed the authentic experience.
What were the most challenging moments in your business career?
When did it stand out? Taking over the Granada Group is very intense – it is a highly controlled process that requires careful attention for two months. The financial crisis in 2009 was tough, as sales dropped sharply and we had to negotiate with banks to keep the business flowing. Recently, the Covid-19 pandemic has been a nightmare.
We must adapt to the ever-changing environment through government opening and closing borders within a short period of time. With the support of government assistance, it is crucial to maintain our staff and maintain morale. We managed to survive thanks to our bank’s strong cash reserves and support.
How do you view the relationship between hospitality and sports, especially golf, that continues to develop in the future?
Activities including sports such as golf are becoming increasingly important to the hotel industry. Guests not only want to experience their hotel accommodation; they want to stay active and explore their surroundings.
After a stressful period of work, do you always turn to playing golf to relax?
Golf is the key to my relaxation because I found it helps to get me out of everything else because it requires concentration.
I love practicing and can spend a lot of time hitting the ball, which is weird and I feel very relaxed. I also run regularly, which helps me solve the stress.
Looking ahead, what are your plans for Rocco Forte Hotels and Verdura Resort?
We plan to grow thoughtfully and focus on quality rather than quantity. I don’t want cookie operations, but rather the unique and special attributes that we can provide personalized services.
The luxury industry needs higher standards, especially after-loading standards, and we must justify pricing by providing excellent experience. For Verdura, the goal is to consider expanding to other golf destinations such as Spain, Greece, and even the United States, then
Finally, if you could play golf with any three people (survival or history), who would they become?
I would love to be with Sir Henry Cotton at his peak. I also want to play with a great player, Seve Ballesteros, and Ben Hogan, who today’s swing remains an icon of golfers and professionals today.
