Rosewood Hotels & Resorts operates 19 luxury properties across 11 countries. While known for enhancing property values and local uniqueness, its strategy of individual property branding has resulted in low cross-property usage and limited brand awareness and growth. To increase customer lifetime value, brand equity, and cross-property usage, Rosewood aims to implement a corporate branding program with benefits for stays across multiple properties, along with a frequent stays program and strengthened digital presence. This will help standardize quality, build greater loyalty and awareness, and make the brand more competitive against other global luxury chains.

1. ROSEWOOD
HOTELS & RESORTS
A HARVARD BUSINESS SCHOOL
CASE STUDY

2. INTRODUCTION

3. Rosewood Hotels & Resorts is an international luxury hotel and resort company operating 19
properties in 11 countries, owned by Hong Kong-based New World Development. It was founded in
1979 by Caroline Rose Hunt. It’s headquarter is based in Dallas and the company offers rooms
starting from $120 and going up to $9000. Currently, the company is being run under the leadership
of John Scott with Robert Edward Boulogne as the vice president for marketing and sales.

4. SITUATION
ANALYSIS

5. ❖Rosewood was known for it’s ability to
enhance a property’s value.
❖The properties captured the uniqueness
of the location.
❖Rosewood focused on creating individual
brands rather than a corporate brand.
❖The Rosewood logo remained
secondary to the hotel logo.

6. DEMERITS OF INDIVIDUAL BRANDING CONCEPT
❖ Individual Branding results in a very low cross property usage
rate.
❖ It limits the target market.
❖ It also limits the outreach of the brand.
❖ Inefficient in coping up with the intense competition in the luxury
hotel segment.

7. ROSEWOOD’S
GOALS

8. ‣ Increase the customer lifetime value.
‣ Increase the profit per guest increase brand
awareness.
‣ Increase brand equity.
‣ Create ‘Rosewood Junkies’ .
‣ Increase cross property usage by 5%.
ROSEWOOD’S GOALS

9. STRATEGIES TO
INCREASE CUSTOMER
LIFETIME VALUE

10. CORPORATE BRANDING APPROACH
❖Benefits for stays at various
properties worldwide.
❖Successful only for large
multinational operators with
broad geographical
distribution.
❖Loyalty through such a
program was forested by
offerings such as – flexible
check in and check out time ,
personalised services freedom
to request a specific room, etc.

11. FREQUENT STAY PROGRAM
❖Benefits for stays at various
properties worldwide.
❖Successful only for large
multinational operators with
broad geographical
distribution.
❖Loyalty through such a
program was forested by
offerings such as – flexible
check in and check out time ,
personalised services freedom
to request a specific room, etc.

12. ADVANTAGES OF
CORPORATE
BRANDING PROGRAM

13. Corporate branded properties show a greater
average number of property expansion than the
ones individually branded.

14. Corporate branded properties result in a better
Customer lifetime value

15. Corporate branded properties generate brand
awareness and loyalty.

16. FURTHER
RECOMMENDATIONS

17. ❖ Standardise Service quality across all locations.
❖ Have a frequent stays program.
❖ Project a strong digital image.
❖ Partnership with Travel Agents and Companies.
❖ Have Strong Social and Environmental initiatives.

18. SUMMARY

19. This Presentation is Created by Shantanu Garg from SRM
Kattankulathur during a Marketing Internship under Prof. Sameer
Mathur from IIM Lucknow.
DISCLAIMER