ROSEWOOD Hotels & Resorts

Case Study Presentation By
Kamna Mathur Saurabh Pathak Tarun Chahda Vipin Walia Vrinda Narang

culture and design Known for the ability to enhance a property·s value by creating uniqueness. one of a kind property that differentiates it from regular chain like competitors Nightly rate ranged from $120 for one of the Saudi Arabian properties to $9000 for a Canadian lodge .Each Hotel exhibits local character.CURRENT SCENARIO Rosewood is group of different hotels with each hotel being a brand on its own 12 properties in different countries Highly regarded and individualized properties Each property so distinctive that it could thrive on its won ´Sense of Placeµ .

COMPETITION Competing with known chains and individually branded properties. y . to name few: Four Seasons with 53 properties Ritz-Carlton ² 22 properties Fairmont Orient express Rocco Forte etc.

WHAT DOES ROSEWOOD MEAN TO MOST CONSUMERS .

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 y .GUEST SURVEY It 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.

Once they understand what Rosewood is.AGENTS SPEAK o o o o o o o o o I book the hotel and not the Rosewood Brand is not as important as the properties The brand is not as strong as it was in its past Known only by individual properties Clients don·t come asking for Rosewood properties Clients know Rosewood only because I educate them on it Clients know the individual properties better than the hotel No positive connotations like for Four Seasons etc. We have to drive understanding of Rosewood. it does mean something y .

few business opportunity Secret club ² known by some guests who go and the industry Very low awareness. Those who know are past guests y .EMPLOYEES SAY It·s a brand of dilemma ² don·t see great opportunity.

SHOULD ROSEWOOD MOVE FROM A HOUSE OF BRANDS TO A BRANDED HOUSE? .

WEIGHING THE PROS N CONS .

Individual brand or collection hotels had 5% to 10% cross selling rates while corporate branded hotels enjoyed 10% to 15% cross property usage rates y .ADVANTAGES OF CORPORATE BRANDING Better customer life time value Collective experience Consistent service ² in all aspects Encourage guests to use more than one property Better brand recognition High customer loyalty As per the survey.

.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.

WHAT DO WE SUGGEST .

BUILD A ROSEWOOD BRAND Build a brand now. before other chains picks up too fast Trade is in favor. Past guests knows the brand well Difficult to compete with other Luxury Hotel Groups as vast majority of market was focused on corporate branded vision Brands like Four Seasons have better recognition To fight competition in future Easy global expansion . They know the brand and educate clients too Brand has been diluted in few years.

SUGGESTIONS Don·t dilute individual brand persona Subtly add Rosewood to it 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 .

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‡ADVERTISMENT ‡ TARGET TV & MAGZINES. ‡´SENSE OF PLACEµ BRAND ASSOCIATION ‡DESIGNER LOGO. ‡H/L PROFILE AMENITIES . ‡E-MARKETING ‡TRAVEL PAKAGES ‡JOINT EVENTS BRAND AWARENESS BRAND LOYALTY BRAND QUALITY ‡UNIQUENESS.

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