ROSEWOOD

Hotels & Resorts

Case Study Presentation By

Kamna Mathur
Saurabh Pathak
Tarun Chahda
Vipin Walia
Vrinda Narang
CURRENT SCENARIO

 Rosewood 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 thrive on its won
 “Sense of Place” - Each Hotel exhibits local character, culture and design
 Known for the ability to enhance a property’s value by creating uniqueness,
one of a kind property that differentiates it from regular chain like competitors
 Nightly rate ranged from $120 for one of the Saudi Arabian properties to
$9000 for a Canadian lodge
COMPETITION

 Competing with known chains and individually branded properties, to name

few:
 Four Seasons with 53 properties
 Ritz-Carlton – 22 properties
 Fairmont
 Orient express
 Rocco Forte etc.


WHAT DOES ROSEWOOD MEAN TO MOST
CONSUMERS
GUEST SURVEY

 It means nothing.
 Guests have used various properties but couldn’t realize that all were a part of
same group
 Even after staying at the property, guests don’t tend to know the name
Rosewood
 Rosewood as a brand doesn’t encourages me to try different properties
 I dint know until my travel agent mentioned it


AGENTS SPEAK

 I book the hotel and not the Rosewood

 Brand is not as important as the properties
 The brand is not as strong as it was in its past
 Known only by individual properties
 Clients don’t come asking for Rosewood properties
 Clients know Rosewood only because I educate them on it
 Clients know the individual properties better than the hotel
 No positive connotations like for Four Seasons etc.
 We have to drive understanding of Rosewood. Once they understand what
Rosewood is, it does mean something


EMPLOYEES SAY

 It’s a brand of dilemma – don’t see great opportunity, few business

opportunity
 Secret club – known by some guests who go and the industry
 Very low awareness. Those who know are past guests


SHOULD ROSEWOOD MOVE FROM A HOUSE
OF BRANDS TO A BRANDED HOUSE?
WEIGHING THE PROS N CONS
ADVANTAGES OF CORPORATE BRANDING

 Better customer life time value

 Collective experience
 Consistent service – in all aspects
 Encourage guests to use more than one property
 Better brand recognition
 High customer loyalty
 As per the survey, Individual brand or collection hotels had 5% to 10% cross
selling rates while corporate branded hotels enjoyed 10% to 15% cross
property usage rates


ISSUES IN CORPORATE BRAND PROMOTION

 Internal resistance : Few Hotel Managers were inclined to promote

their own Hotel Rather than promoting the Rosewood

 Some corporate guests didn’t want to be a part of bigger Organization

due to their emotional attachment to a particular hotel.
WHAT DO WE SUGGEST
BUILD A ROSEWOOD BRAND

 Build a brand now, before other chains picks up too fast

 Trade is in favor. They know the brand and educate clients too
 Brand has been diluted in few years. Past guests knows the brand well
 Difficult to compete with other Luxury Hotel Groups as vast majority
of market was focused on corporate branded vision
 Brands like Four Seasons have better recognition
 To fight competition in future
 Easy global expansion
SUGGESTIONS

 Don’t dilute individual brand persona

 Subtly add Rosewood to it
 Get internal teams confidence
 Show them a bigger picture
 Incentivize trade and ask them to push a brand
 PR can do wonders
 Build a Rosewood membership plan
 Tie up with travel agencies/tour operators etc