Presented by :

Geeti Gourav Pati(14DM022)

Introduction :A private5 Star hotel management company with luxury iconic hotels Headquartered in Dallas, Texas .

It has 12 hotels worldwide with capacity of 1513 rooms .

Room tariffs rate ranging from $120 to $9000 .

John Scott is new CEO & President and Robert Boulogne is Vice-president of sales and marketing .

Competed with hotels with Corporate branding and Individually branded unique hotels.

Rosewood’s “sense of place “ philosophy – architectural details ,interior reflected the local character and culture.

2 strategies are utilized by Rosewood in operating its property .

->repositioning existing hotels with strong brand equity with the professional management .

->creating new generation hotels having strong brand equity in the property itself .

Issue came in 2003 ,when it realized that rosewood has low recognition .

Four important factors effecting brands:

• External competition

• Agents perception

• Employee’s perception

• Guest’s perception

External competition

Competing with known chains and indivisually branded properties to name

few :

four season with 58 properties .

ritz-Carlton -52 properties .

Fairmont -48 properties .

Orient express .

Rocco forte etc.

Agents perception

o I book the hotel and not the Rosewood

o Brand is not as important as the hotels & resorts

o The brand is not as strong as it was in its past

o Known only by individual hotels & resorts

o Clients don’t come asking for Rosewood as a Brand

o Clients know Rosewood only because I educate them on it

o We have to drive understanding of Rosewood. Once they understand what Rosewood is,

it does mean something

Employees’ perception

• It’s a brand of dilemma – don’t see great opportunity, few business

opportunity .

• Secret club – known by some guests who go and the industry .

• Very low awareness. Those who know are past guests .

Guest perception

• Brand Rosewood means nothing.

• Guests have used various properties but couldn’t realize that all were a part of

same group

• Even after staying at the property, guests don’t tend to know the name

Rosewood

• Rosewood as a brand doesn’t encourages me to try different properties

• I dint know until my travel agent mentioned it

Current Issues

After switching to automated data gathering through CRS, consolidated guest data

revealed that -

• 5% multi property return visit while corporate branded hotels enjoyed 10% -15%

cross property usage rate.

• Rosewood was at the low end of the scale and there were an opportunity for

increasing cross-property usage.

Probable Solutions

• Through frequent-stay program

• Corporate branding approach

Issue with frequent-stay program

• This type of program had been successful only for large multi segment operators

with broad geographic distribution.

• Loyalty through these type of program was fostered by offerings such as—flexible

check in, check out time, personalized services, freedom to request a specific

room, capacity of employees to solve most unusual problem etc…

Advantages of corporate branding

Better customer life time value

2003 2004 2005 2006 2007 2008 2009

CLV without branding 317 640 966 1296 1628 1963 2299

CLV with branding 364 731 1102 1475 1850 2226 2603

0

500

1000

1500

2000

2500

3000

CLV

Advantages of corporate branding cont…

Collective experience

Consistent service – in all aspects

Encourage guests to use more than one property

Better brand recognition

High customer loyalty

As per the survey, Individual brand or collection hotels had 5% to 10% cross selling rates while

corporate branded hotels enjoyed 10% to 15% cross property usage rates

Issues in Corporate Brand Promotion

• Internal resistance : Few Hotel Managers were inclined to promote their own Hotel Rather than promoting the Rosewood

• Some corporate guests didn’t want to be a part of bigger Organization due to their emotional attachment to a particular hotel.

Suggestions

• Get internal teams confidence

• Show them a bigger picture

• Incentivize trade and ask them to push a brand

• PR can do wonders

• Build a Rosewood membership plan

• Tie up with travel agencies/tour operators etc