“Branding to Increase Customer Profitability & Lifetime Value”<br />
Introduction<br />A private hotel management company with luxury iconic hotels headquartered in Dallas.<br />It has 12 hot...
Introduction (cont..)<br />Rosewood’s “Sense of Place” Philosophy – Architectural details, interiors reflected the local c...
Introduction (cont..)<br />1990 advertising was property specific and by early 2000 Rosewood advertising began to feature ...
Four Factors Effecting Brands<br />
Competition<br />Competing with known chains and individually branded properties, to name few:<br />Four Seasons with 58 p...
Agents perception<br /><ul><li>I book the hotel and not the Rosewood
Brand is not as important as the hotels & resorts
The brand is not as strong as it was in its past
Known only by individual hotels & resorts
Clients don’t come asking for Rosewood as a Brand
Clients know Rosewood only because I educate them on it
We have to drive understanding of Rosewood. Once they understand what Rosewood is, it does mean something</li></li></ul><l...
Guest perception<br />Brand Rosewood means nothing.<br />Guests have used various properties but couldn’t realize that all...
Current Issues<br />After switching to automated data gathering through CRS, consolidated guest data  revealed that - <br ...
Probable Solutions<br />Through frequent-stay program<br />Corporate branding approach<br />
Issue with frequent-stay program<br />This type of program had been successful only for large multi segment operators with...
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Roosewood

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  • Rosewood - 12 properties
  • Roosewood

    1. 1. “Branding to Increase Customer Profitability & Lifetime Value”<br />
    2. 2. Introduction<br />A private hotel management company with luxury iconic hotels headquartered in Dallas.<br />It has 12 hotel world wide with capacity of 1513 rooms<br />Rate ranging from $120 for Saudi Arabian properties to $9000 for Canadian lodge.<br />Competed with hotels with Corporate branding and individually branded unique hotels.<br />
    3. 3. Introduction (cont..)<br />Rosewood’s “Sense of Place” Philosophy – Architectural details, interiors reflected the local character and culture.<br />Two strategy process<br /> Repositioning Existing hotels with strong brand equity with the professional management.<br />Create new generation hotels having strong brand equity in the property itself.<br />
    4. 4. Introduction (cont..)<br />1990 advertising was property specific and by early 2000 Rosewood advertising began to feature in all Rosewood properties, but secondary to hotel logo.<br />Issue came in 2003 when it realized that Rosewood had low recognition and brand wide usage among guest was an untapped asset.<br />
    5. 5. Four Factors Effecting Brands<br />
    6. 6. Competition<br />Competing with known chains and individually branded properties, to name few:<br />Four Seasons with 58 properties<br />Ritz-Carlton – 52 properties<br />Fairmont – 46 properties<br />Orient express<br />Rocco Forte etc. <br />
    7. 7. Agents perception<br /><ul><li>I book the hotel and not the Rosewood
    8. 8. Brand is not as important as the hotels & resorts
    9. 9. The brand is not as strong as it was in its past
    10. 10. Known only by individual hotels & resorts
    11. 11. Clients don’t come asking for Rosewood as a Brand
    12. 12. Clients know Rosewood only because I educate them on it
    13. 13. We have to drive understanding of Rosewood. Once they understand what Rosewood is, it does mean something</li></li></ul><li>Employees’ perception<br />It’s a brand of dilemma – don’t see great opportunity, few business opportunity<br />Secret club – known by some guests who go and the industry<br />Very low awareness. Those who know are past guests<br />
    14. 14. Guest perception<br />Brand Rosewood means nothing.<br />Guests have used various properties but couldn’t realize that all were a part of same group<br />Even after staying at the property, guests don’t tend to know the name Rosewood<br />Rosewood as a brand doesn’t encourages me to try different properties<br />I dint know until my travel agent mentioned it<br />
    15. 15. Current Issues<br />After switching to automated data gathering through CRS, consolidated guest data revealed that - <br />5% multi property return visit while corporate branded hotels enjoyed 10% -15% cross property usage rate.<br />Rosewood was at the low end of the scale and there were an opportunity for increasing cross-property usage.<br />
    16. 16. Probable Solutions<br />Through frequent-stay program<br />Corporate branding approach<br />
    17. 17. Issue with frequent-stay program<br />This type of program had been successful only for large multi segment operators with broad geographic distribution.<br />Loyalty through these type of program was fostered by offerings such as—flexible check in, check out time, personalized services, freedom to request a specific room, capacity of employees to solve most unusual problem etc…<br />
    18. 18. Advantages of corporate branding<br />Better customer life time value<br />
    19. 19. Advantages of corporate branding cont…<br />Collective experience <br />Consistent service – in all aspects<br />Encourage guests to use more than one property<br />Better brand recognition <br />High customer loyalty<br />As per the survey, Individual brand or collection hotels had 5% to 10% cross selling rates while corporate branded hotels enjoyed 10% to 15% cross property usage rates<br />
    20. 20. Issues in Corporate Brand Promotion<br />Internal resistance : Few Hotel Managers were inclined to promote their own Hotel Rather than promoting the Rosewood<br />Some corporate guests didn’t want to be a part of bigger Organization due to their emotional attachment to a particular hotel.<br />
    21. 21. Suggestions<br />Don’t dilute individual brand persona<br />Subtly add Rosewood to it<br />Get internal teams confidence <br />Show them a bigger picture<br />Incentivize trade and ask them to push a brand<br />PR can do wonders<br />Build a Rosewood membership plan<br />Tie up with travel agencies/tour operators etc<br />
    22. 22. THANKS<br />

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