Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value

Aug 17th, 2016
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Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value

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Executive summary ----------------------------Rosewood Hotels and Resorts is a privately held hotel management company. Rosewood is the corporate entitybehind many popular luxury hotels such as The Mansion on Turtle Creek and the Carlyle. Rosewood developed theluxury properties based on their concept of A Sense of Place. A Sense of Place incorporated the unique featurescharacteristics-culture of the location with the hotel to create a unique hotel at each location. In order to maintain theuniqueness of each individual hotel, Rosewood has kept the corporate company hidden from the boutique hotels. Thestrategy has allowed Rosewood to become a success and remain separate from some of their chain competitors. Thedifferentiation of each hotel has created iconic hotels with no brand recognition amongst them. The following datademonstrates the importance of having brand loyalty in the luxury hotel business. 2003 report showed majority ofcustomers did not know the Rosewood Brand.In 2004, John Scott, Rosewood President and CEO, and Robert Boulogne, vice president, were working to boost thegrowth and sales of the company. They looked to a competitor, amanresorts, who had clientele that would seek outtheir hotels: Rosewood wanted to create the same clientele awareness. Rosewood was also collecting more data fromtheir guests by using its central reservation system (CRS). The database is currently being developed in order to trackmore on the clients to try to furth

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