Professional Documents
Culture Documents
Rosewood
Rosewood
Rosewood
Rosewood
Hotels & Resorts
Company Profile
Established in 1979, Private and HQ in Dallas, Texas. Transform old mansions and villas into hotels and resorts. Also into building new hotels.
Known for its ability to enhance a propertys value by creating unique, with small ultra-luxury residential style.
A differentiating factors from other chain-like luxury competitors.
Has 12 hotels worldwide, 1513 rooms, Rates range between $120-$9000. In 2003, 1,15,000 unique guests had stayed.
Each hotel reflected local character and culture and defined Rosewoods Sense of Place Philosophy. Design, service and programming was tailored as per location.
Rosewood branding was soft and meant to be complementary and not intrusive.
Consumer Behavior
Majority of luxury market seem to value the corporate-branded version of luxury.
Effects
Limits the market of Rosewood Hotels and Resorts.
A 2003 Report: Majority of consumers did not know the brand. Individual propertys return visits up to 40% but intrarosewood visits at 5% only.
Alternatives:
Freq. Stay Prog: In hospitality industry, guests enrolled in frequent-stay program grew by 12% in 2003. But such programs were successful with multiple-segment operators only.
Strength
Has grown with industry Avg. (exh-4). Increasing Occupancy since 2001 (exh-5). Increase in Avg. Daily Room rate (ADR).
Weakness
Less consumer awareness about Rosewood as a brand. Ultra-luxury class, visits limited to 1-2 per year.
Opportunity
Customized service across collection with the help of CRS. Market its collection under umbrella-brand,
Threat
Loss of Uniqueness & Individuality of Rosewood properties. Consumers may de-link with property. Resistance from Managers & Pvt. Owners.
Dilemma:
Are the marketing expenses associated with building & promoting Rosewood-Corporate Brand justified?
Answer:
Rosewoods Brand-Wide Customer Lifetime Value Spreadsheet Model