Rosewood Mayank

8/3/2019 Rosewood Mayank

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Rosewood Hotels &Resorts:

Branding to increaseCustomer Profitability

and Lifetime valueGroup presentation by - Ritik VermaniMayank Sharma

Kuldeep Jain

Prakhar Kumar


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Established in 1979.

It was a property management companyguided by founder Caroline Rosehunt.

In total, has 17 hotels and resortsworldwide

with presence in six countries comprising of

US, Canada, Mexico, Carribean and Middle

Background


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Brief view of their Hotels &Resorts:


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GlobalPresence


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OverviewRosewood is group of different hotels with each

hotel being a brand on its own 12 properties in different countries

Highly regarded and individualized properties

Each property so distinctive that it could thriveon its won

Sense of Place - Each Hotel exhibits local

character, culture and design Known for the ability to enhance a propertys

value by creating uniqueness, one of a kindproperty that differentiates it from regular chain

like competitors


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Competitio

nCorporate branded properties:Ritz-CarltonFour Seasons

St. RegisOne & Only

Mandarin Oriental

Individually branded properties:

Auberge

Rock Resorts


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gn cance oinitiatives in Hotel

industry:Understanding the customer value and

lifecycle to prioritize marketing and serviceresources.

Using customer information to targetpromotional offers and cross-selling.

Using customer information in design anddevelopment of products and services.

To recognize customers as individuals.

Offering personalized or mass-customizedservice

d C


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Rosewoods CRMinitiatives

Manually collection of data from its twelvedifferent entities(hotels) which is now beenconverted into an automated Central

Reservation System(CRS) system.

Online reservation.

Unique user IDs are generated and specialdiscounts are offered.


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Differentiating factors fromother HotelsDifferentiates their business by not

sticking to the usual Chain-like luxuryhotels system. However, enhances each

propertys value individually.Adaptable to the local conditions, culture

and ethnicity.

Have a differentiated approach indesign, service and programming.(location, architecture, history andculture)

No loyalty programs -Features like


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wMarketing/

Branding Strategy Individual branding of unique properties Property specific advertisements

Soft branding of Rosewood name onlow profile amenities

Accent on local culture and character ofthe location

Flexible service and product standardsacross the hotel connection

Service/product (ultra-luxury) consistentin quality, not in style


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CustomerBase

Small (115000) Niche MarketWealthy ($750 avg daily spend) Avg.

revenue per guest per visit = $1500

Not very loyal retention rate 17% across allhotels

Low end of the range for multipropertyguests (5 %)

Customer base mostly unaware ofRosewood brand loyal to individual hotelbrands

Rosewood brand recognition mainly through


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n v uaBranding

Pros

Allows Rosewood hotels to differentiate from luxurycorporate branded competition

Empowers hotel general managers

Successful strategy for some of its hotels such asLas Ventanas, Lanesborough

Cons

Deters multiproperty cross selling: guests cannotconnect the dots b/w Rosewood properties

Narrow brand positioning targets only a subset ofguests in the luxury segment

C


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CorporateBranding

ProsWould encourage cross-property usage of guests

Operational economies of scale through bulk purchase of Rosewoodbranded amenities

Marketing economies of scale through joint marketing campaigns of allthe hotels

Cons

Requires product/service consistency across the whole portfolio

Consistent brand-wide standards might undercut uniqueness andindividuality of hotels

Might alienate some existing customers who have an emotional bondwith the individual hotel brand

Implementation requires cultural changes from employees

Requires significant marketing investment which could be usedotherwise


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Our recommendation


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Some images of hotels:

RosewoodMayakoba

RosewoodCorniche

RosewoodCrescent

AlLas Ventanas,

Rosewood Mayank

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