7. 5. Over 25 years ago, Caroline Rose Hunt
opened The Mansion, the first Rosewood
hotel, by transforming an old Dallas
mansion into a world-class restaurant &
hotel.
8. 6. Rosewood competed with two
groups of luxury hotels:
• i) Corporate branded:- Ritz-Carlton, Four
Seasons, St. Regis, One&Only, and Mandarin
Oriental hotels
• ii) Individually branded:-Unique hotels, such as
Auberge, RockResorts, and Orient-Express.
9. What were the strategies used by
Rosewood in operating its properties?
13. John Scott recognized that the
Rosewood brand had low
recognition and brand-wide usage
among guests was an untapped
asset.
14. Their emphasis on individual
property brands was not working
from a number of fronts.
15. 5% of Rosewood guests had stayed in
more than one of Rosewood’s
properties while corporate-branded
hotels enjoyed 10% to 15% cross-
property
usage rates.
16. Rosewood was at the low end of
the scale and management felt
there was an
opportunity for increasing cross-
property usage.
19. • Proved successful for large multiple-segment
operators with broad geographic distribution.
• Loyalty was fostered by offering benefits
like room upgrades, flexible check-in and
check-out, personalized services, etc.
21. What are the pros and cons of
corporate branding approach?
22. Pros:
• Collective experience
• Encourage guests to use more than one
property
• Better brand recognition
• High customer loyalty.
23. Cons:
• Internal Resistance: Few hotel managers are
inclined to promote their own hotels rather than
promoting Rosewood
• Some corporate guests didn’t want to be a part of
a bigger organization due to their emotional
attachment to a particular hotel.
24. Scenario with an introduction of corporate
branding-
Parameters Without Rosewood
Branding (2003)
With Rosewood
Corporate Branding
Total number of unique guests 115,000 115,000
Average daily spend $750 $750
Number of days average guest stays 2 2
Average gross margin per room 32% 32%
Average number of visits per year per guest 1.2 1.3
Average marketing expense per guest
(systemwide)
$130 $139
Average new guest acquisition expense
(systemwide)
$150 $150
Total number of repeat guests 19,169 24919
Of which: Total number of multi-property stay
guests
5,750 11500
Average Guest Retention Rate 16.67% 21.67%
25.
26. Suggestions for Corporate Branding:
• Don’t dilute individual brand persona
• Subtly add Rosewood to it
• Get internal teams confidence
• Build a Rosewood membership plan
• Tie up with more travel agencies