A presentation on Rosewood Hotels and Resort Change in Marketing Case Analysis.

2. HOTELS AND RESORTS
ROSEWOOD PROPERTIES

3. 12 HOTELS
WORLDWIDE
1,513
ROOMS
1,15,000
UNIQUE
GUESTS
LOWEST
PRICE:
$120
HIGHEST
PRICE:
$9,000
ROSEWOOD FIGURES

4. A SENSE OF PLACE

5. UNIQUE, ONE
OF A KIND
LUXURY
CULINARY
CONCEPTS
REFLECTING
LOCAL
CULTURESPECIAL
IMPORTANCE TO
ARCHITECTURAL
DETAILS
FLEXIBLE
AND
CREATIVE
BRANDING
COMPLEMENTARY
NOT INTRUSIVE
A SENSE OF PLACE

6. CORPORATE BRANDED
COMPETITORS

7. Increase Cross
Property Usage
Increase brand wise
usage
Increase return
visits from the
low value of 40%
MARKETING TRANSFORMATION:
INDIVIDUAL BRANDS TO ROSEWOOD
CHAIN OF HOTELS
To make people
aware of
Rosewood
WHY?

8. Service.
• Collective Experience
• Consistent Service
Customer.
• Higher usage of all properties
• Customer Loyalty
Brand.
• Better Brand Recognition
• Better cross property selling rates
ADVANTAGES

9. CHALLENGES
Compromise
with
Distinctiveness
of each
property was
not an option
Risks of
alienating
loyal guests
Need for
other
brandings
Huge market
investment

10. Parameters Without Rosewood
Branding
With Rosewood
Branding
Unique Guests 115,000 115,000
Daily Spending $750 $750
Number of days guest stays average 2 2
Gross Margin 32% 32%
Market Expense per guest $130 To be Calculated
Visits per Guest 1.2 1.3
Guest Acquisition Expense Average $150 $150
Guest retention rate 16.67% 21.67%
Gross profit per guest $576 $624
COMPARISON BEFORE AND AFTER
CORPORATE BRANDING

11. CUSTOMER’S PERCEPTION
• Brand Rosewood means nothing.
• Have been to several properties but couldn’t relate them
to be part of the same group.
• As a brand Rosewood doesn’t encourage the customer to
try something new.
• Didn’t know until my agent mentioned it.

12. AGENT’S PERCEPTION
• We book the Hotel not Rosewood.
• Clients don’t know about Rosewood they get to know if
we educate them.
• Brand isn’t as strong as it was in the past.
• Known only by individual hotels and resorts.

13. SUGGESTIONS
• Do not dilute individual brand persona.
• Be subtle in adding the Rosewoood brand logo to existing
hotels.
• Portray the bigger picture.
• Form a strong team
• Tie up with more travel agencies.
• Start with exclusive membership plans
• Use social media platforms.

14. THANK YOU