Rosewood Hotels & Resorts is a luxury hotel brand with 12 properties worldwide. It aims to increase customer loyalty and cross-property usage through corporate branding. Currently, only 5% of guests stay at multiple Rosewood properties, compared to 10-15% for corporate brands. The new CEO recognizes low brand recognition and untapped potential for increased usage. Potential solutions include a loyalty program and corporate branding approach to encourage more visits and spending per guest. While corporate branding could boost retention rates and multi-property visits, there are also risks of diluting individual hotel brands and losing emotionally attached guests.