By Sharon Hirschowitz
As Brand Director of the family-owned R Collection Hotels, Ludovica Rocchi oversees a portfolio of luxury properties immersing guests in the rich cultural fabric of destinations like Lake Como and the Portofino Coast. With a philosophy centered on preserving Italian heritage through authentic local experiences, R Collection stands apart by allowing visitors to intimately connect with the history, flavors and breathtaking vistas unique to each area.3 Under Rocchi’s guidance, the brand maintains a cohesive identity while each hotel cultivates its own distinct character – a balance struck by empowering on-property teams to infuse programming with localized storytelling.
Can you share insights into the unique qualities that set R Collection Hotels apart in the luxury hospitality sector, particularly in locations like the Portofino coast and Lake Como?
Family-owned for three generations, R Collection prides themselves on preserving and enhancing Italian heritage with a modern twist. From Lake Como to the Portofino Coast, Milan and the Mont Blanc, each hotel immerses guests in the captivating history and culture of the surrounding area while providing superb luxury. Our philosophy is to tell the story of each single area through an unforgettable experience allowing our guests to taste authentic flavors, admire breathtaking panoramas and spend a five-star holiday. Operating on this philosophy, the guest experience with R Collection Hotels will differ from others in the luxury hospitality sector. They will go back home with precious memories and dream longingly for their next visit.
As the Brand Director of R Collection Hotels, how do you ensure that each property maintains a distinct identity while contributing to the overall brand image?
Each property offers a different interpretation of hospitality, combined with two unique characteristics that represent the core of the R Collection philosophy: a prominent local presence, exclusive luxury, and a focus on ensuring the utmost well-being of guests and staff alike.
While maintaining a larger brand identity from the corporate level, the general manager and team on-property are also an integral part of maintaining an identity that feels authentic to each property. With a dedicated team on the ground, I receive regular updates – a new local partner, a bit of property history that’s been uncovered, innovative programming suggestions, and more. All of this information, layered into the overall brand image, allows us to provide guests with a unique yet cohesive experience across the portfolio.
Given your family’s longstanding presence in the hospitality industry, how has that legacy influenced the evolution and direction of your career, and what values do you prioritize in maintaining the family-owned ethos?
From a very young age, I knew that I wanted to be part of my family’s hospitality legacy. Every step I’ve taken, from Glion Institute of Higher Education to early jobs with Four Seasons and Rocco Forte, was in preparation for entering the family business. I knew my education and industry experiences would be the foundation for helping me further the R Collection legacy.
Retention and independence are the two values I prioritize most in maintaining the family-owned ethos. Retention is a natural priority for us, we treat our staff like family. We operate with the mindset of taking care of the team so that they can best serve the guest. Staying independent is also a priority. While it can be harder to promote the hotels, it’s what feels authentic. Putting my face out there, giving assurance to each guest or travel agency, and making sure they know I care, my staff cares and we love what we do. Because we do!
With your extensive experience in various high-end hotel departments, could you shed light on how this multifaceted background informs your approach to enhancing the guest experience at R Collection Hotels?
Working in various front-line operations has given me a thorough understanding of the entire guest journey, from reservations to check-out, allowing me to note touchpoints where we can exceed expectations. My tenured experience in luxury hospitality, in varying roles, has been absolutely invaluable in developing my approach to enhancing customer experience at hotels.
During my time in guest services, I learned the importance of personalized interactions and anticipating guest needs before they’re even expressed. In practice, this means, creating tailored experiences that resonate with our guests, whether it’s arranging thoughtful amenities, recommending local sights not to be missed, or providing remarkable service.
My experience in sales and marketing has allowed me to quickly identify guests’ desires and overall industry trends. With this understanding, I am able to shape an effective brand image – something our staff is proud to be a part of and our guests relate to. At the property level, the team and I are able to develop innovative programming that adds value and authenticity to the guest experience.
Since taking on the role of Brand Director in 2018, what key strategies have you implemented to keep R Collection Hotels at the forefront of innovation and excellence in the ever-evolving luxury hospitality landscape?
Portfolio growth has been a priority for R Collection, ensuring the brand is in the most prestigious markets providing exceptional hospitality for guests new and old. When I took on the role of Brand Director in 2018, the portfolio consisted of five hotels in three destinations. As of now, the portfolio consists of ten properties in four Italian destinations. (Those numbers reflect the managed assets, however, the portfolio of assets is up to a total of 14 properties.)
We’ve innovated with new venues, two beach clubs—Marina Di Bardi on the Portofino Coast and Victoria Beach on Lake Como. Evolving the portfolio’s offerings, we’ve also entered a new market: The Valle D’Aosta region in the Mont Blanc area with Montana Lodge & Spa and Grand Hotel Courmayeur Mont Blanc. With such rapid growth, a brand refresh was necessary.
The rebranding began in early 2023 and was launched in January 2024. It was made to give a new look to the R Collection Hotels family and to present a new brand identity that embodies the essence of timeless beauty and elegance. A rebranding represented by a contemporary logo that honors the roots and values on which the Group was founded. Symbolically, the historic letter “R”, of the Rocchi family, has been enhanced and redesigned with a sophisticated and refined shape that communicates the authentic Italian essence: a fascinating fusion of culture, history, tradition, and gastronomy. The rebranding process is reflected in the services offered to guests eager to experience a memorable and unique stay in a distinctive and luxurious atmosphere.
To complement the rebrand, we also expanded our marketing efforts, increasing social media and international public relations support to further brand awareness across the international media landscape.
Villa Cipressi Varenna Esterni, R Collection Hotels
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Grand Hotel Bristol, R Collection Hotels
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Montana Lodge & Spa, R Collection Hotels
