HOTELS AND RESORTS ROSEWOOD PROPERTIES
12 HOTELS WORLDWIDE
1,513 ROOMS
1,15,000 UNIQUE GUESTS
LOWEST PRICE:$120
HIGHEST PRICE:$9,000
ROSEWOOD FIGURES
A SENSE OF PLACE
UNIQUE, ONE OF A
KIND LUXURY
CULINARY CONCEPTS
REFLECTING LOCAL
CULTURESPECIAL IMPORTANCE TO ARCHITECTURAL
DETAILS
FLEXIBLE AND
CREATIVE
BRANDINGCOMPLEMENTARY NOT INTRUSIVE
A SENSE OF PLACE
CORPORATE BRANDED COMPETITORS
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?
Service. •Collective Experience•Consistent Service
Customer. •Higher usage of all properties•Customer Loyalty
Brand. •Better Brand Recognition•Better cross property selling rates
ADVANTAGES
CHALLENGES
Compromise with
Distinctiveness of
each property was not
an option
Risks of alienating loyal guests
Need for other
brandings
Huge market
investment
Parameters Without Rosewood Branding
With Rosewood Branding
Unique Guests 115,000 115,000
Daily Spending $750 $750Number of days guest stays average 2 2
Gross Margin 32% 32%Market Expense per guest $130 To be Calculated
Visits per Guest 1.2 1.3Guest Acquisition Expense Average $150 $150
Guest retention rate 16.67% 21.67%Gross profit per guest $576 $624
COMPARISON BEFORE AND AFTER CORPORATE BRANDING
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.
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.
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.
THANK YOU