To mark 11 years' growth, luxury hotel company Rocco Forte Hotels has rebranded itself as the Rocco Forte Collection. The company will also now operate under the new theme tagline: "The Art of Simple Luxury."

Currently at nine hotels, with several more in the pipeline, the company is expected also to introduce a new website, including a dedicated meetings section, and a dedicated online resource to provide a one-stop shop for travel agents wanting to book or find out further details about any Rocco Forte properties.

A new logo and toll-free central res number also are planned, with the company slated to get its own GDS code later this year.

A new promotional CD-ROM will include extensive information on the properties and their meetings facilities.

In addition, a new collection brochure, dedicated property brochures and other collateral are to be rolled out over the next six months.

The Rocco Forte Collection includes: Hotel de Russie, Rome; Hotel Savoy, Florence; The Balmoral, Edinburgh; The Lowry Hotel, Manchester; Hotel Astoria, St Petersburg; Hotel Amigo, Brussels; Le Richemond, Geneva (re-opening September); Brown?s Hotel, London; Villa Kennedy, Frankfurt; Hotel de Rome, Berlin; and The Charles Hotel, Munich (opening October).

Future openings include: Prague, 2008; Verdura Golf and Spa Resort, Sicily, 2008; Marrakech, 2009.