A specialist in hotel openings and repositioning
Francesca Tozzi joins Evok Collection with more than 25 years of experience gained in Italy and internationally, primarily in luxury hospitality.
She previously served as General Manager of Six Senses Rome, a property she helped develop over more than four years, including its 18-month pre-opening phase, before its inauguration in 2023.
Her career also includes leadership positions at several renowned Italian properties: Capri Tiberio Palace, Hotel Il Pellicano and Villa La Massa.
Earlier in her career, she gained experience with Four Seasons and Villa d’Este.
This background has given her particular expertise in hotel openings, repositioning projects and luxury property management, with a cross-functional approach encompassing accommodation, food and beverage, wellness, commercial development and operational performance.
Brach Roma: A strategic opening scheduled for 2027
As General Manager of the forthcoming Brach Roma, Francesca Tozzi will oversee every stage of the preparations for opening.
Her responsibilities will include recruiting and managing teams, establishing operational procedures and defining the guest experience in coordination with Evok Collection.
The appointment comes at a decisive stage for the project, when its architectural and conceptual ambitions must progressively be translated into an operational structure, service standards and a distinctive hotel culture.
Following Paris and Madrid, Rome will represent the next stage in Brach’s international development.
As discussed in our previous article on the planned opening of Brach Roma in 2027, the new property marks another milestone in the brand’s development.
Brach intends to offer an interpretation of its identity that engages with the Italian capital, its culture and its way of life.
No specific opening date in 2027 has been provided in the announcement of this appointment.
Evok Collection continues developing its two brands, Nolinski and Brach
Founded in 2014, Evok Collection has developed an approach to luxury hospitality built around two brands with complementary identities.
Nolinski favours a more intimate and contemplative atmosphere, combining culture, tranquillity and the art of living.
Brach, by contrast, embraces a more expressive, urban identity, bringing together hospitality, gastronomy, culture, sport and wellness in properties connected to their surroundings.
The group aims to preserve the individual personality of each property rather than replicate an identical concept from one destination to another.
With a presence notably in Paris, Venice and Madrid, Evok Collection is continuing its development with announced projects in Rome and the Gulf of Saint-Tropez.
LTH Analysis | Pre-opening expertise: A decisive factor for luxury lifestyle hotels
The recruitment of Francesca Tozzi is particularly well aligned with Brach Roma’s development timetable.
Her experience at Six Senses Rome represents a directly transferable asset: she understands the challenges of launching a luxury hotel in the Italian capital, from assembling teams to commencing operations.
For Evok Collection, the challenge extends beyond opening another property. It involves translating the Brach identity into Rome’s demanding hotel market without diluting the local characteristics that contribute to the value of the guest experience.
The appointment also illustrates the strategic importance of recruiting a General Manager well ahead of an opening: a hotel’s future performance is shaped long before it welcomes its first guest, particularly through management culture, team development and a coherent commercial positioning.
At a Glance
Appointment: Francesca Tozzi, General Manager of Brach Roma.
Effective date: 1 October 2026.
Opening: Scheduled for 2027.
Company: Evok Collection.
Previous position: General Manager, Six Senses Rome.
Experience: Over 25 years in luxury hospitality.
Previous properties: Capri Tiberio Palace, Hotel Il Pellicano and Villa La Massa.
Key responsibilities: Pre-opening management, recruitment, operations and guest experience.
Brand development: Brach Paris, Madrid and forthcoming Rome.
