Marketing Plan for a luxury hotel co.


Published on

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

Published in: Business, Education

Marketing Plan for a luxury hotel co.

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