From a hole-in-one at Sunningdale to building Verdura into a top golf destination, the hotelier talks to Golf News and reveals how golf has shaped his approach to business and life
Where do you usually play golf when you are in the UK?
I have fond memories of several courses around London, including Sunningdale, which I’ve been playing for about 50 years. You never really get bored with it.
I also enjoy links courses where the Open Championship is played, such as Muirfield and Royal St George’s. In the U.S, I’ve played Pebble Beach, which is spectacular along the sea, while in Europe, Valderrama is quite a challenge with its length and small greens.
Where did your passion for golf begin, and what keeps you drawn to the game?
I started playing when I was about ten or 11 because my father played. I didn’t play much in my teens but took it up again in my twenties. What keeps me going is the constant challenge — you can always get better.
I’m still having lessons and trying to improve consistency. Golf demands patience and focus, which makes the game addictive.
Has golf taught you any lessons that have translated into your business life?
The one thing that the game has taught me is patience. Early on, I used to get very upset when I didn’t play well, but I realised that frustration only harmed myself.
Now I try to stay calm and accept bad days, focusing instead on improving tomorrow. Business is similar; sometimes progress takes time and maintaining drive and enthusiasm while being patient is key.
What is your most memorable golf experience?
One highlight was my only hole-in-one at Sunningdale on the eighth hole — the ball came back with backspin and then went in the hole which was fantastic! Another memorable moment was playing with Greg Norman at Sunningdale.
I once outdrove him on the 17th hole, which was quite amusing since he was using a three-wood and had to walk back to his ball. He was very pleasant to play with in those days.
Part of the Rocco Forte Hotels collection is Verdura Resort, which has hosted DP World Tour events. What role does golf play in the guest experience at Verdura?
Verdura is more than just golf; it’s a complete resort with tennis, a great spa and activities for children and teenagers, making it perfect for families. Regarding golf, we offer two 18-hole championship courses, superb practice facilities and a nine-hole course.
When we built Verdura, the vision was to create the best golf resort in Europe. We’ve rebuilt and improved the courses after floods and other challenges, and our ambition remains to be the go-to golf destination in Europe. The hospitality there is top-notch, with friendly staff, excellent food and high-quality service — all essential to the
guest experience.
Is Verdura Resort encouraging the involvement of families and juniors in golf?
Absolutely. We have golf professionals who spend a lot of time with young players to introduce them to the game and help them improve. While some complimentary golf programmes for juniors are being discussed, the focus remains on fostering a welcoming environment for families.
Rocco Forte Hotels are known for blending luxury with local authenticity. How do you achieve that?
We carefully consider the history and character of each destination. For example, at Verdura in Sicily, the architecture reflects the region’s Arab history.
My sister, who manages the decor, ensures the local culture is incorporated subtly but meaningfully. We also encourage local involvement, particularly in our food and beverage operations, which helps create a genuinely local atmosphere. Friendly and generous staff complete the authentic experience.
What have been some of the most challenging moments in your business career?
There are several moments that stand out. The takeover of the Granada Group was intense — a highly controlled process requiring meticulous focus for two months. The 2009 financial crisis was tough because sales dropped dramatically, and we had to negotiate with banks to keep the business afloat. More recently, the COVID-19 pandemic was a nightmare.
We had to adapt to a constantly changing environment with governments opening and closing borders at short notice. It was critical to keep our staff employed and maintain morale, supported by government assistance. We managed to survive thanks to strong cash reserves and support from our banks.
How do you see the relationship between hospitality and sport, particularly golf, evolving in the future?
Activities, including sports like golf, are increasingly important to the hospitality sector. Guests want to experience more than just their hotel stay; they want to be active and explore their surroundings.
After intense work periods, do you always turn to golf to unwind?
Golf is a keyway that I relax, as I find that it helps to take my mind off everything else because it demands concentration.
I enjoy practising and can spend a lot of time hitting balls, which oddly enough I find relaxing. I also run regularly, which helps me manage stress.
Looking ahead, what are your plans for Rocco Forte Hotels and Verdura Resort?
We plan to grow thoughtfully, focusing on quality rather than quantity. I don’t want a cookie-cutter operation but rather unique, special properties where we can provide personalised service.
The luxury sector demands ever-higher standards, especially post-COVID, and we must justify pricing by delivering exceptional experiences. For Verdura, the goal is to perfect operations here before considering expansion into other golf destinations like Spain, Greece or even the U.S.
Finally, if you could play a round of golf with any three people, living or historical, who would they be?
I’d love to play with Sir Henry Cotton when he was in his prime, and to see how he played in those days. I’d also like to play with Seve Ballesteros, who was a remarkable player, and Ben Hogan, whose swing remains an icon among golfers and professionals today.
For more information about Verdura Resort visit roccoforte hotels.com