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Marketing Plan for a luxury hotel co.
 

Marketing Plan for a luxury hotel co.

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This is a marketing plan I worked on for Rosewood luxury hotels.

This is a marketing plan I worked on for Rosewood luxury hotels.

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Marketing Plan for a luxury hotel co. Marketing Plan for a luxury hotel co. Presentation Transcript

  • Case Brief: Rosewood Hotels & Resorts [Monday November 3, 2008 ] Prepared By: Gillian Clarke, Kassandra Kappelos & LaWanda Smith
  • Welcome: Board Members, Executives & Distinguished Colleagues
    • Stephen Hunt Sands, Chairman of the Board
    • Caroline Rose Hunt, Honorary Chairman
    • John M. Scott, President & Chief Executive Officer
    • Robert Boulogne, Chief Operating Officer
    • Ernest Glidden, Senior Vice President of Finance
    • Sheri Line, Corporate Director of Human Resources
    • Fred Crespo, Corporate Director of Information Systems
    • BC, Canada
    • San Martin, CA
    • Santa Barbara, CA
    • Santa Fe
    • Dallas
    • Atlanta
    • New York
    • St. John, USVI
    • Virgin Gorda, BVI
    • Antigua
    • Los Cabos, Mexico
    • Rivera Maya, Mexico
    • Riyadh
    • Jeddah
    • Tokyo
  • CordeValle A Rosewood Hotel One CordeValle Club Drive, San Martin, CA 95046
  • Decision & Background
    • Decision:
      • Increase brand awareness among existing guests at individual Rosewood properties
    • Background:
      • Current under-positioning in cross property market segment; No brand awareness
    • Goal:
      • Increase guest cross-property usage by 5%
  • Recommendation
    • Promote "A Sense of Place®"
    • Train travel agents associated with current cross-property guests
    • Establish “Rosewood Junkies”
    Rosewood
  • Rosewood Passport
  • Basis for Recommendation Un-tapped potential: Building Brand Equity 40 % 5 %
  • Risks & Assumptions
    • Risk: Resistance from managers, guests and co-op owners to corporate Rosewood brand.
    • Relevant costs: Must be less than profits
    • Assumption: Long-term strategy toward increasing guest retention, cross property use and resulting expected profits.
  • Customer Lifetime Value (CLTV)
  • CLTV: Table Inputs
  • Action Steps: Timeline Expand Customer Preference Program Management Elite World Travel Conference at the Carlyle Launch Merchandise Online
    • Promotional Bags
    • Passport Launch
    Follow-Up Survey Financial Analysis 1 Q 2 Q 3 Q 4 Q
  • Global Call Center Solution
    • Extensive agent training programs - includes product, sales and customer service training
    • Answer calls with customized scripting to emphasize unique quality of the Rosewood story
    • Support multiple languages
  • The Carlyle A Rosewood Hotel A distinctive Upper East Side landmark since 1930 Madison Avenue at 76th Street New York, NY