rosewood hotels and resorts
TRANSCRIPT
ROSEWOOD HOTELS & RESORTS
A HARVARD BUSINESS SCHOOL CASE STUDY
INTRODUCTION
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.
SITUATION ANALYSIS
❖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.
❖T h e R o s e wo o d l o g o r e m a i n e d secondary to the hotel logo.
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.
ROSEWOOD’S GOALS
‣ 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
STRATEGIES TO INCREASE CUSTOMER
LIFETIME VALUE
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.
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.
ADVANTAGES OF CORPORATE
BRANDING PROGRAM
Corporate branded properties show a greater average number of property expansion than the
ones individually branded.
Corporate branded properties result in a better Customer lifetime value
Corporate branded properties generate brand awareness and loyalty.
FURTHER RECOMMENDATIONS
❖ 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.
SUMMARY
This Presentation is Created by Shantanu Garg from SRM Kattankulathur during a Marketing Internship under Prof. Sameer Mathur from IIM Lucknow.
DISCLAIMER