A Harvard Business School Case Study.

1. ROSEWOOD
HOTELS & RESORTS
A HARVARD BUSINESS SCHOOL
CASE STUDY

2. INTRODUCTION

3. Rosewood Hotels & Resorts is an international luxury hotel and resort company operating 19
properties in 11 countries, owned by Hong Kong-based New World Development. It was founded in
1979 by Caroline Rose Hunt. It’s headquarter is based in Dallas and the company offers rooms
starting from $120 and going up to $9000. Currently, the company is being run under the leadership
of John Scott with Robert Edward Boulogne as the vice president for marketing and sales.

4. SITUATION
ANALYSIS

5. ❖Rosewood was known for it’s ability to
enhance a property’s value.
❖The properties captured the uniqueness
of the location.
❖Rosewood focused on creating individual
brands rather than a corporate brand.
❖The Rosewood logo remained
secondary to the hotel logo.

6. DEMERITS OF INDIVIDUAL BRANDING CONCEPT
❖ Individual Branding results in a very low cross property usage
rate.
❖ It limits the target market.
❖ It also limits the outreach of the brand.
❖ Inefficient in coping up with the intense competition in the luxury
hotel segment.

7. ROSEWOOD’S
GOALS

8. ‣ Increase the customer lifetime value.
‣ Increase the profit per guest increase brand
awareness.
‣ Increase brand equity.
‣ Create ‘Rosewood Junkies’ .
‣ Increase cross property usage by 5%.
ROSEWOOD’S GOALS

9. STRATEGIES TO
INCREASE CUSTOMER
LIFETIME VALUE

10. CORPORATE BRANDING APPROACH
❖Benefits for stays at various
properties worldwide.
❖Successful only for large
multinational operators with
broad geographical
distribution.
❖Loyalty through such a
program was forested by
offerings such as – flexible
check in and check out time ,
personalised services freedom
to request a specific room, etc.

11. FREQUENT STAY PROGRAM
❖Benefits for stays at various
properties worldwide.
❖Successful only for large
multinational operators with
broad geographical
distribution.
❖Loyalty through such a
program was forested by
offerings such as – flexible
check in and check out time ,
personalised services freedom
to request a specific room, etc.

12. ADVANTAGES OF
CORPORATE
BRANDING PROGRAM

13. Corporate branded properties show a greater
average number of property expansion than the
ones individually branded.

14. Corporate branded properties result in a better
Customer lifetime value

15. Corporate branded properties generate brand
awareness and loyalty.

16. FURTHER
RECOMMENDATIONS

17. ❖ Standardise Service quality across all locations.
❖ Have a frequent stays program.
❖ Project a strong digital image.
❖ Partnership with Travel Agents and Companies.
❖ Have Strong Social and Environmental initiatives.

18. SUMMARY

19. This Presentation is Created by Shantanu Garg from SRM
Kattankulathur during a Marketing Internship under Prof. Sameer
Mathur from IIM Lucknow.
DISCLAIMER