rosewood corporate branding case study

HOTELS AND RESORTS ROSEWOOD PROPERTIES

12 HOTELS WORLDWIDE

1,513 ROOMS

1,15,000 UNIQUE GUESTS

LOWEST PRICE:$120

HIGHEST PRICE:$9,000

ROSEWOOD FIGURES

A SENSE OF PLACE

UNIQUE, ONE OF A

KIND LUXURY

CULINARY CONCEPTS

REFLECTING LOCAL

CULTURESPECIAL IMPORTANCE TO ARCHITECTURAL

DETAILS

FLEXIBLE AND

CREATIVE

BRANDINGCOMPLEMENTARY NOT INTRUSIVE

A SENSE OF PLACE

CORPORATE BRANDED COMPETITORS

Increase Cross

Property Usage

Increase brand wise usage

Increase return visits from the low value of 40%

MARKETING TRANSFORMATION: INDIVIDUAL BRANDS TO ROSEWOOD CHAIN OF HOTELS

To make people

aware of Rosewood

WHY?

Service. •Collective Experience•Consistent Service

Customer. •Higher usage of all properties•Customer Loyalty

Brand. •Better Brand Recognition•Better cross property selling rates

ADVANTAGES

CHALLENGES

Compromise with

Distinctiveness of

each property was not

an option

Risks of alienating loyal guests

Need for other

brandings

Huge market

investment

Parameters Without Rosewood Branding

With Rosewood Branding

Unique Guests 115,000 115,000

Daily Spending $750 $750Number of days guest stays average 2 2

Gross Margin 32% 32%Market Expense per guest $130 To be Calculated

Visits per Guest 1.2 1.3Guest Acquisition Expense Average $150 $150

Guest retention rate 16.67% 21.67%Gross profit per guest $576 $624

COMPARISON BEFORE AND AFTER CORPORATE BRANDING

CUSTOMER’S PERCEPTION

• Brand Rosewood means nothing.

• Have been to several properties but couldn’t relate them to be part of the same group.

• As a brand Rosewood doesn’t encourage the customer to try something new.

• Didn’t know until my agent mentioned it.

AGENT’S PERCEPTION

• We book the Hotel not Rosewood.

• Clients don’t know about Rosewood they get to know if we educate them.

• Brand isn’t as strong as it was in the past.

• Known only by individual hotels and resorts.

SUGGESTIONS

• Do not dilute individual brand persona.• Be subtle in adding the Rosewoood brand logo to existing hotels.• Portray the bigger picture.• Form a strong team• Tie up with more travel agencies.• Start with exclusive membership plans• Use social media platforms.

THANK YOU