Luxury with a Legacy: How Your Events Can Give Back

Rich heritage, authentic experiences and a deep sense of place are all increasingly high on the wish lists of both event planners and attendees. These qualities – which Rocco Forte Hotels are renowned for – not only bring destinations to life, but also support the kind of storytelling that now plays a central role in creating truly memorable and meaningful events.

As Paul Lake, Creative Experience Designer at søster agency, explains: “Luxury used to be about being showy, but now it needs to be authentic. That means building in community connections and stories that help you really understand the destination. Storytelling gives people a connection with the place they’re in, that’s what makes it meaningful.”

Alongside this shift, there is a growing demand from both leisure and business guests for experiences that give something back – to the local communities and destinations that host them. Across the meetings and events industry, a new movement is gaining momentum: one that prioritises purpose over plush, contribution over consumption.

As a brand that’s celebrated for breathing new life into iconic historic buildings, Rocco Forte Hotels is embracing this evolution head-on through exclusive partnerships that are designed to help preserve and protect cultural heritage, offering guests and groups the opportunity to contribute meaningfully during their stay.

This winter, Brown’s Hotel in London, the city’s oldest and one of its most storied five-star addresses, is teaming up with English Heritage, the charity that cares for more than 400 castles, monuments and historic properties across England. From 14 November to 1 January, every stay booked, and festive afternoon tea enjoyed at Brown’s will help support the organisation’s vital mission to safeguard the country’s architectural and cultural landmarks for future generations to enjoy.

Beyond the festive season, the collaboration offers exciting potential for bespoke experiences in 2026, particularly for corporate events and incentive groups looking to build in a sense of purpose and place.

“We’re delighted to partner with Brown’s Hotel to celebrate not only the magic of the festive season, but a year-round connection to England’s most treasured heritage. From enchanting experiences at sites from Kenwood House, beside Hampstead Heath, to Queen Victoria’s Isle of Wight refuge, Osborne, guests can enjoy magical moments across our sites throughout the seasons,” says Catherine Alsing, Senior Partnerships Manager, Corporate Partnerships, at English Heritage

The partnership gives corporate groups access to exclusive, expert-led tours of English Heritage sites such as Apsley House, once home to the Duke of Wellington, and Ranger's House, famed for its appearances in the period drama Bridgerton.

Further bespoke cultural experiences on the horizon may include private art tours that go beyond the rope, candlelit dinners in rarely used heritage spaces, musical evenings in historic gardens, and Brown’s picnics on the lawns of landmark estates. With curated content and bespoke touches, planners can shape experiences that are not only unforgettable, but that also contribute meaningfully to the preservation of England’s cultural treasures.

“There is a growing appetite for event experiences that make a difference,” says Maria Tsierkezos, Director of Growth & Marketing at global agency Nteractive. “This partnership between Brown’s Hotel and English Heritage is a brilliant example of how we can combine luxury with responsibility, ensuring that every celebration helps preserve our shared heritage while still creating impactful memories.”

In addition to the Brown’s partnership, Rocco Forte Hotels is responding to the demand for experiences that give back across its wider European portfolio. This includes a partnership with FAI – Fondo per l’Ambiente Italiano (the National Trust for Italy) to support its mission of protecting the country’s artistic, cultural and natural heritage.

Through this collaboration, guests and groups staying at Rocco Forte’s hotels in Rome, Milan and Sicily will be able to participate in a range of curated cultural experiences, from private art and architecture tours at iconic sites, to guided visits of lesser-known locations usually closed to the public. Experiences include access to Villa Gregoriana near Rome, candlelit tours at Villa Necchi Campiglio in Milan, and orange-picking and picnic experiences in the archaeological heart of Sicily’s Kolymbethra Garden.

These aren’t just beautiful places to visit, they’re cultural touchpoints that offer authenticity, narrative, and purpose. And crucially, by choosing to include them in a program, planners are helping to fund their preservation.

“This new and significant collaboration stems from a shared vision: to promote the most authentic Italy, tell its story, highlight its beauty and raise awareness among an increasing number of people of the importance of protecting it and passing it on to future generations,” says Davide Usai General Director at FAI.

“We are deeply grateful to Rocco Forte Hotels for choosing to support the FAI and for doing so in the spirit of giving back: together we can take care of the most beautiful parts of Italy, every day.”

These initiatives represent more than one-off campaigns. They reflect a brand-wide ethos that puts heritage, sustainability and social value at the heart of the luxury experience.

For event planners and incentive professionals, they offer an opportunity to design programmes that are not only unforgettable but also impactful, responsible and forward-thinking. Because meaningful events don’t just create memories. They leave a legacy.