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  • Rosewood Hotels & Resorts:: Dame Reiny Dewi Sagita Ali Yudhi Dewi Aryani

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    Rosewood Hotels & Resorts is a private hotel management company that operates a collection of individually branded luxury hotels and resorts around the world. It was founded in 1979 and has grown to include over 30 properties. Adopting a corporate branding strategy under the Rosewood name could increase customer retention rates from 5% to 10% and boost the average lifetime value and profitability of each customer through increased visibility and recognition of the Rosewood brand across multiple properties. A financial analysis showed that corporate branding would provide Rosewood with a higher net present value of customer lifetime value compared to maintaining individual property brands. Therefore, Rosewood should adopt a corporate branding strategy to strengthen its brand equity and increase long-term profits.

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    Rosewood Hotels & Resorts is a private hotel management company that operates a collection of individually branded luxury hotels and resorts around the world. It was founded in 1979 and has grown to include over 30 properties. Adopting a corporate branding strategy under the Rosewood name could increase customer retention rates from 5% to 10% and boost the average lifetime value and profitability of each customer through increased visibility and recognition of the Rosewood brand across multiple properties. A financial analysis showed that corporate branding would provide Rosewood with a higher net present value of customer lifetime value compared to maintaining individual property brands. Therefore, Rosewood should adopt a corporate branding strategy to strengthen its brand equity and increase long-term profits.

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    34 views22 pages

    Rosewood Hotels & Resorts:: Dame Reiny Dewi Sagita Ali Yudhi Dewi Aryani

    Uploaded by

    Kalyan Ch
    Rosewood Hotels & Resorts is a private hotel management company that operates a collection of individually branded luxury hotels and resorts around the world. It was founded in 1979 and has grown to include over 30 properties. Adopting a corporate branding strategy under the Rosewood name could increase customer retention rates from 5% to 10% and boost the average lifetime value and profitability of each customer through increased visibility and recognition of the Rosewood brand across multiple properties. A financial analysis showed that corporate branding would provide Rosewood with a higher net present value of customer lifetime value compared to maintaining individual property brands. Therefore, Rosewood should adopt a corporate branding strategy to strengthen its brand equity and increase long-term profits.

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    of 22

    Ali Yudhi

    Dame Reiny
    Dewi Aryani
    Dewi Sagita
    Frisca Listya

    Rosewood Hotels &

    Branding to Increase Customer Profitability and Lifetime Value l the


    SIXers MM UI 2012

    ROSEWOOD HOTELS
    (ROSEWOOD)
    is a private hotel
    company .

    &

    RESORTS

    management

    operated a collection of
    individually
    branded unique hotels & resorts
    Has global reputation with iconic luxury
    hotels

    Rosewood Facts

    1979
    The Caroline
    Rose Hunt
    Trust Estate

    1984
    Hotel
    Hana
    Maui,
    Hawaii

    Rosewood HISTORY
    Facts

    Properties Growth

    Rosewood Facts

    ROSEWOOD BRAND

    A Sense of
    Place

    Rosewood Facts

    Rosewood Facts

    Rosewood Facts

    Rosewood

    Theory

    Building Brand
    Equity

    Rosewood

    Theory

    Aakers Brand Equity


    Model

    Rosewood

    Theory

    Calculating Customer
    Lifetime Value

    Customer lifetime value (CLV) describes the net


    present value of the stream of future profits
    expected over the customers lifetime purchases

    Rosewood

    Theory

    Branding Strategy

    Rosewood

    Analysis

    Pros and Cons


    Individual Branding
    Better CLTV
    Collective Experience (duplicate
    standard)
    Consistent Service
    Encourage guest to use more than
    one properties
    Better Brand Recognition
    High customer loyalty (Rosewood
    Junkies)
    Inconsistency in brand wide
    performance standard

    Rosewood

    Increase Marketing Cost for re-branding


    Resistant from owner, guest, manager
    Guest feel alienate
    Bad Reputation may impact others

    Analysis

    Revenue and Cost


    Analysis
    Without Rosewood
    Branding (2003)

    Total number of unique guests (a)


    Average daily spend (b)
    Number of days average guest stays
    Average gross margin per room
    Average number of visits per year
    per guest
    Average marketing expense per
    guest (system-wide) d
    Average new guest acquisition
    expense (system-wide)
    Total number of repeat guests (e)

    With Rosewood
    Corporate
    Branding

    115,000.00
    $750.00
    2
    32%
    1.2

    115,000.00
    $750.00
    2
    32%
    1.2

    $130.00

    $138.70

    $150.00

    $150.00

    19,169
    24,919

    Of which: Total number of multiproperty stay guests


    Number of Multiproperty Guest
    Average Guest Retention Rate (f)
    Average Gross Profit per Guest

    Rosewood

    5,750
    5%
    16.67%
    $576.00

    Analysis

    11,500
    10%
    21.67%
    $624.00

    Total NPV of CLTV without


    Corporate
    Brand
    Years
    0
    1
    2
    3
    4
    5
    Gross profit per guest
    Acquisition expense
    per new guest
    Marketing expense per
    guest
    Net Profit per Guest

    609.5 646.0 684.8 725.9 769.4 815.6


    0
    7
    3
    2
    8
    5
    115.00

    132.6 135.2 137.9 140.7 143.5 146.4


    0
    5
    6
    2
    3
    0
    (115.00 476.9 510.8 546.8 585.2 625.9 669.2
    )
    0
    2
    8
    1
    5
    5

    Retention factor

    1.00

    0.22

    0.05

    0.01

    0.00

    0.00

    Discount factor

    0.93

    0.86

    0.79

    0.74

    0.68

    0.63

    (115.00 441.5
    )
    8 94.90 20.38

    4.38

    0.94

    0.20

    Net Present Value


    (NPV)

    Rosewood448.Analysis

    Total NPV of CLTV with Corporate


    Brand
    Years
    Gross profit per guest
    Acquisition expense
    per new guest
    Marketing expense
    per guest
    Net Profit per Guest
    Retention factor
    Discount factor
    Net Present Value
    (NPV)

    1
    2
    3
    4
    5
    6
    661.4 701.1 743.1 787.7 835.0 885.1
    4
    3
    9
    9
    5
    6
    115

    142.8 147.1 151.5 156.1 160.7 165.6


    6
    4
    6
    0
    9
    1
    518.5 553.9 591.6 631.6 674.2 719.5
    (115.00)
    8
    8
    4
    8
    7
    5
    1.00 0.22 0.05 0.01 0.00 0.00

    0.93 0.86 0.79 0.74 0.68 0.63


    480.1 102.9
    (115.00)
    7
    2 22.05 4.72 1.01 0.22
    496.0

    Total NPV

    Rosewood

    Analysis

    Adopt Corporate Branding


    Strengthen Rosewoods
    Brand Equity

    Rosewood

    Recommendation

    Rosewood

    Analysis

    Rosewood

    Analysis

    Rosewood

    Analysis

    Rosewood

    Video

    Thank You

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