Interview: Francesco Roccato, Managing Director for Northern Italy, Rocco Forte Hotels
otel de la Ville, nestled at the top of Rome’s iconic Spanish Steps, combines classic elegance with modern luxury, providing guests with an authentic Roman experience. As part of the prestigious Rocco Forte Hotels collection, it stands out not only for its prime location but for its dedication to delivering personalised service, exceptional dining and a refined atmosphere that embodies the spirit and charm of Rome.
Francesco Roccato is the Managing Director for Northern Italy at Rocco Forte Hotels, where he oversees some of the group’s most iconic properties in the region, including Hotel de la Ville. Born in Turin, Francesco began his hospitality career as a chef in 1995 before transitioning into Food & Beverage management and eventually rising to the role of General Manager. His career has taken him around the globe, with professional roles in Canada, Bermuda, Spain, the United States, London, and ultimately back to Italy.
In this interview, Francesco shares his insights into the unique qualities of Hotel de la Ville and reflects on his remarkable journey in luxury hospitality. With over 30 years of experience and a diverse international background, Francesco has played a key role in shaping the hotel’s exceptional guest experience.
If you had to describe Hotel de la Ville in three words, what would they be – and why?
Authentic because staying with us means experiencing Rome not as a visitor, but as a temporary local. Through design, hospitality, and genuine empathy, we reflect the true essence of the city – its passion, rich history and timeless appeal.
Bespoke because personalisation is at the heart of everything we do. Whether guests stay for one night or an extended period, our team is dedicated to anticipating and exceeding expectations, creating thoughtful, tailor-made experiences that leave a lasting impression – moments that resonate long after departure. Every guest is unique, and so is every stay.
Joyful because Hotel de la Ville captures the true spirit of Rome, blending history, culture and elegance with modern energy. Every corner of the property exudes style, enhanced by attention to detail and a contemporary touch. What truly sets us apart, however, is our team. The pride, joy and authenticity they bring to their work is felt by every guest who walks through our doors.
What makes Hotel de la Ville unique compared to other luxury hotels in Rome?
Hotel de la Ville stands out not only for its iconic location at the top of the Spanish Steps but also for the depth of the experience it offers. As part of Rocco Forte Hotels, we are dedicated to enhancing the destination by providing an authentic, tailor-made Roman experience. We have the unique privilege of offering exclusive access to some of the city’s most extraordinary locations.
This philosophy runs through every detail – from interiors inspired by the city’s rich history to a culinary offering that proudly celebrates Made in Italy. Dining with us provides a true Italian experience, where the quality of local ingredients and warm hospitality reflect the essence of our culture.
You began your career as a chef – how has that shaped your approach as a General Manager, especially when it comes to guest experience and attention to detail?
Starting my career as a chef in leading hotels across North America has profoundly shaped the way I lead today. The kitchen taught me discipline, attention to detail, and the importance of precision under pressure. Most importantly, it taught me how to unite diverse teams – different nationalities, cultures, and working styles – to achieve a single goal: to deliver an outstanding culinary experience to every guest.
As I progressed into the role of F&B Manager, I oversaw large operational teams across multiple outlets, ensuring consistency, excellence, and alignment with financial and quality targets. Leading teams of 100 to 150 people helped me become a multitasker, balancing team dynamics with strategic goals.
Now, as Managing Director, I apply this operational expertise with a 360-degree vision. I focus on building cohesive, motivated teams who share a common purpose: to provide exceptional service and create memorable guest experiences. For me, everything revolves around quality – service, product and atmosphere. If we get that right, guests feel the difference, and they return.
I believe in training teams who are not only experienced and capable, but who genuinely enjoy working together and take pride in what they do. That energy is contagious – and it elevates everything.
Hotel de la Ville has incredible dining – what makes the culinary experience here stand out, and how do you help guide that vision?
The culinary philosophy at Hotel de la Ville, crafted by Fulvio Pierangelini, Creative Director of Food for Rocco Forte Hotels, with emphasis on seasonal, locally-sourced ingredients that showcase the essence of the Mediterranean. We are also committed to sustainability through a zero-kilometre supply chain, supporting local farmers and reinforcing our dedication to social responsibility.
This results in a truly authentic and sustainable culinary experience, allowing guests to savour the flavours of Rome in a meaningful way.
A recent addition is Café Ginori, developed in collaboration with the renowned Italian porcelain brand. More than just a new outlet, it’s an immersive experience where craftsmanship and cuisine meet. Thanks to Chef Pierangelini’s approach, the menu enhances each ingredient naturally, staying true to the essence of Italian cuisine.
Are there any hidden gems or experiences at the hotel that most guests miss?
One experience not to be missed is an aperitivo or dinner at Cielo, our panoramic rooftop terrace. It’s a true hidden gem where guests can enjoy breathtaking views over the Eternal City. Whether at sunset or under the stars, Cielo offers an unforgettable setting that combines exceptional culinary creations – curated by Chef Fulvio Pierangelini – with an unparalleled panorama of Rome.
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- Image credit: Hotel de la Ville
What’s one experience – on or off the property – that you always recommend to guests?
There’s something truly magical about discovering the city at dawn, when the light is soft, the streets are quiet, and landmarks like the Trevi Fountain or the Pantheon feel almost like a personal discovery.
Equally enchanting is a sunset stroll through Villa Borghese, just a short walk from Hotel de la Ville. It’s a peaceful, golden-hour moment that allows guests to connect with the soul of Rome, far from the crowds.
On the property, I always recommend unwinding at the Irene Forte Spa, especially after a day of exploring. The experience is enhanced by Irene Forte Skincare, a line made with high-quality active ingredients grown on the organic estate at Verdura Resort, our Rocco Forte property in Sicily. It’s a thoughtful blend of nature, wellness and Italian excellence – much like everything we aim to offer at Hotel de la Ville.
What’s your leadership philosophy when it comes to managing such a high-end property?
My leadership philosophy is centered on empathy, attention to detail and leading by example. At Hotel de la Ville, excellence is not just a goal – it is a mindset that is embraced by every team member. I believe in empowering my team, encouraging them to take ownership, and instilling pride in what they do.
True luxury is about the emotional impact we create for our guests, and that starts with a team that feels inspired, supported and aligned with a shared vision. Consistency and personalisation can only be achieved when every department works in harmony, and when there’s a culture of respect, collaboration and genuine care.
How do you see the luxury travel market evolving in Rome over the next 5 years?
The luxury hospitality market in Rome is growing rapidly, positioning the city as a premier destination alongside other leading European capitals. I’m proud that Rocco Forte Hotels plays a key role, firmly anchored in Rome’s five-star landscape and renowned for its excellence in service, style and authentic Italian hospitality.
As part of this legacy, I’m committed to actively supporting Rome’s global positioning by contributing to initiatives with strong social and cultural relevance – values that align with our brand pillars. Moving forward, I hope to see continued investment from public institutions in projects that enhance the city’s appeal and attract discerning travellers seeking meaningful, high-quality experiences.
How does Hotel de la Ville fit into Rocco Forte Hotels’ broader brand vision?
Hotel de la Ville perfectly aligns with Rocco Forte Hotels’ broader brand vision, which focuses on providing guests with an authentic, high-end experience defined by elegance, personalised service, and a commitment to quality.
Situated in the heart of Rome, the hotel embodies the brand’s dedication to blending local culture with refined sophistication, offering an immersive experience that reflects the spirit of the city.
The company is also evolving in its design philosophy through ongoing collaborations between internationally recognized designers and Olga Polizzi, Deputy Chairman and Director of Design for Rocco Forte Hotels. Hotel de la Ville marked the beginning of this exciting new creative chapter with a successful collaboration with Tommaso Ziffer.
Looking back at your career, what’s one piece of advice you wish someone had given you when you first started?
One of the best pieces of advice I received early on was: “Don’t be one of many – be the best!”. While I’ve never focused on being the best, I’ve always aimed to give my best every day – not for recognition, but for the team.
This mindset has shaped my leadership style. In hospitality, success is never individual; it’s about fostering a culture where people feel empowered, supported, and proud of what they create together.
Read our full review of our stay at Hotel de la Ville, here.
For more information, visit https://www.roccofortehotels.com/hotels-and-resorts/hotel-de-la-ville/.
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- Image credit: Hotel de la Ville