Overview
Over the past 25 years Rosewood Hotels has built for itself a portfolio of some of the most iconic luxury hotels in the business. Every one of these hotels features architecture, interiors, and culinary concepts that reflect the local character and culture. This is defined as Rosewood’s “Sense of Place” philosophy. This is what has differentiated Rosewood from its competitors in the luxury hotel business. Leveraging these individual property brands was Rosewood’s strategy in the 90’s. Because of this, the Rosewood branding was weak and unnoticed behind the property specific brands of each hotel. It was a secondary brand for the company.
Uniting the Company
Growth in the luxury hotel segment has slowed over the past years and Rosewood Hotels needs to revive the growth by bringing back more of its guests back to its hotels. But because of the individual branding of the different Rosewood Hotels, cross selling rates between Rosewood Hotels is at the low end of the scale. While corporate branded hotels enjoy a 10-15% cross property usage rate, Rosewood Hotels only has 5-10%. To change what has been happening, Rosewood Hotels needs to change their long term strategy towards a unifying theme in order to bring more customers back to its hotels.
The Rosewood Brand
The first step to unifying the hotels owned by the company is to promote the corporate Rosewood Brand prominently. By doing so brand recognition will increase and customers will be more likely to stay at other Rosewood Hotels across the world when presented with the opportunity. Typical Rosewood Hotels enjoy a 40% rate of returned visits, and in creating a unif ...