A case for corporate Branding

 Rosewoods Hotels had very low brand awareness

with its guests.
 They want to emulate the Aman Resorts model
and develop Rosewood junkies.
 Step to learn more about Rosewood guests habit
and profile.
 Automated Data gathering through its central
reservation system (CRS)
 Creation of one global ,flexible data warehouse
for all its hotels
 To encourage guests to use more than 1
Rosewood hotel,2 approaches were considered.
 Set up a frequent stay program
 According to Market Metrix the no of guest grew
by nearly 12 % in 2003.
 Proved successful for large multiple segment
operators with broad geographic distribution.
 Research revealed that loyalty was fostered by
offering the following benefits
 Room checkin and check out, personalized
services, expedited registration,freedom to
request a specific room, etc
2.Adopt corporate Branding Approach.
Encourage multiproperty guest stays.