Preview

Rosewood Hotels

Powerful Essays
Open Document
Open Document
1710 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Rosewood Hotels
MARKETING PLAN OBJECTIVE
The main objective was to foster customer retention and loyalty increasing cross-property usage. The number of multi-property guest stays should be increased to 10% from the 5% rate experienced during the last year.
MARKETING SITUATION
Problem situation: Rosewood brand was muted, not very well known but it was not clear what is the best corporate branding strategy without destroying the value of each individually branded hotel and loosing a customer. A new branding strategy proposing an increased customer profitability and lifetime value is needed.
Company. Rosewood is a 25 years old luxury private hotel management company having 12 hotels in different countries. The company is known by unique, “one-of-a-kind properties” with very luxury style. The total rooms capacity worldwide is 1513 rooms. The company has only 5% of cross-selling rates, which is one of the lowest in the industry compare with corporate branded hotels (10%-15%) and individually branded hotels (5%-10%).
Competitors. Rosewood is competing with corporate branded properties and individually branded properties. Main competitors are:
• Corporate branded properties: Ritz-Carlton, Four Seasons, St. Regis, One&Only and Mandarin Oriental
• Individually branded properties: Auberge, RockResorts and Orient Express
Compare Rosewood % property growth 1996-2003 it is 15% above the average of corporate branded properties and 20% below the average of individually branded ones. This number is pretty high taking into consideration that within the sector of individually branded hotels Rosewood is the second biggest in a number of hotels.
Customers. We do not have lots of information about the customers in the case but probably we could group the clients into a several groups in order to understand their profile better:
• Wealthy families. These costumers most probably stay at the hotel 1-2 times a year for a holiday or family festival. It is high-income families that might be

You May Also Find These Documents Helpful

  • Powerful Essays

    Sal Ltd Case

    • 3725 Words
    • 15 Pages

    Over the past five years, revenues for Amber Inn have been increasing but so have their costs and this had led to five years of losing money. In 2005, they are expected to have revenues of over $422 million but are expected to report a loss of $15.7 million (Kerin & Peterson, 2010). While Amber Inn & Suites are struggling to make a profit, other companies in their industry are experiencing growth. In recent years, the company has closed seven properties and management would like the company to be profitable within two years. In order to meet the challenge set forth by company management, Amber Inn needs to examine their positioning, target market, advertising, marketing and promotions to set a plan for the fiscal year 2006.…

    • 3725 Words
    • 15 Pages
    Powerful Essays
  • Powerful Essays

    In the 1970's two court cases were being held in the supreme court about cruel and unusual punishment. Ingraham Vs. Wright (1977) and Gregg Vs. Georgia (1976). I choose to compare these because they both favored common good instead of individual rights and had a lot of similar aspects of their trials. During these Supreme Court cases Gregg Vs. Georgia showed more balance between the promoting the common good and protecting the individual rights than Ingraham Vs. Wright showed in 1977.…

    • 988 Words
    • 4 Pages
    Powerful Essays
  • Better Essays

    Peaceful Rest Motor Lodge

    • 1890 Words
    • 5 Pages

    In today’s market whether it is shopping for a vacation spot or purchasing tangible goods the consumer is one thing that never changes. Research tends to support brand equity and brand loyalty. In choosing a vacation, spot customer not only wants the facility to meet their needs they want it to exceed their expectations, none the less for the best price. Branding within the hotel industry is no different. Consumers look for key risks, perceived benefits and costs when making their purchases. Through all the ways, that tourist can book hotels and read prior reviews on where they are, going to stay the decision is, usually, made before the trip. With the case of Peaceful Rest Motor Lodge, there are significant obstacles that the owner overlooked when jumping into becoming a hotel owner and now faces the decision of choosing a franchise. Addressing some of the critical issues the company is suffering from will help to determine the necessary action and best decision of a franchise company.…

    • 1890 Words
    • 5 Pages
    Better Essays
  • Better Essays

    Rosewood Hotels was established by the Caroline Rose Hunt Trust Estate in 1979. Rosewood launched its first hotel the mansion on turtle Creek, Dallas Texas in 1980. Over the next 25 years rosewood purchased several high-end hotels, operating them under various names, each with their own prestigious reputation. The Rosewood corporate name historically has always been kept in the background, remaining unknown except to travel agents and other hotels and related travel organizations, (Dev & Strook, 2007). “Competition in the luxury hotel segment is intense and it was becoming difficult to position Rosewood's collection of properties in an increasingly crowded field of luxury operators,” (Dev & Strook, 2007). In recent years rosewood and its management team headed by Robert Boulogne has been strongly considering establishing Rosewood as the corporate brand, similar to the Four Seasons and Ritz-Carlton brands.…

    • 1089 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    | Hilton Hotels are the leading name in service industry and most recognized. They are either owned , managed, or franchised to independent operators by Hilton Worldwide. Their main purpose is to give their customers individualised service and best hotel quality.…

    • 1168 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Amber Inn & Suites, Inc., formed in 1979, operates 200 Amber Inn properties and 50 Amber Inn & Suites properties located in 10 states throughout the Rocky Mountain and western states. On Average, each location has approximately 120 individual guest and suite-style rooms. Under a new president and CEO, the goal is for Amber Inn & Suites to reach profitability within two years after five consecutive years of unprofitability. This company is positioned as a limited-service hotel which does not have the amenities such as a restaurant, lounge, or meeting rooms. This type of hotel is classified under a midscale hotel with food and beverage, such as Holiday Inn and Ramada Inn.…

    • 1305 Words
    • 6 Pages
    Good Essays
  • Good Essays

    While it is true that the proposed new corporate branding would increase brand awareness, sales revenue, the number of properties visited by each guest and cross-selling potential, the risks must also be examined. For example, the marketing costs would increase, the uniqueness and boutique feel may be lost, employees and customers may be resistant to change, the established cultures would need to be modified and Rosewood would be competing with other well established high-end hotel chains that use corporate branding. Given the above risks, it is imperative that if the new strategy proves to be financially beneficial and is implemented, that the same level of guest service and customer experience be preserved.…

    • 694 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    1. What are the pros and cons of moving from individual brands to a corporate brand?…

    • 1047 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Rosewood Hotels

    • 1864 Words
    • 8 Pages

    Rosewood Hotels & Resorts (Rosewood), known for managing distinctive luxury hotels is considering a new brand strategy. Rosewood’s concept for each property has always been “Sense of Place”, emphasizing the individual character of each property. In an effort to increase multi-property guest across its 12 hotels worldwide, a new corporate branding strategy is being considered. The new strategy should also not undercut the distinctiveness of each individually branded hotel.…

    • 1864 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    Recommendations: As we will observe in the qualitative analysis there are many disadvantages if the new strategy is implemented. However from an economic point of view we will see that implementing a new branding strategy is better for the company as the NPV per guest is higher (see quantitative analysis). Taking into account the Customer Lifetime Value Model Rosewood should implement a corporate branding strategy. However to minimize the disadvantages it would be essential to keep the name of some emblematic hotels such as “Carlyle” in order for the clients to remain loyal. These hotels can add the name “Rosewood”, to keep its clients aware that they belong to this chain.…

    • 702 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Rosewood Hotels & Resorts are a private hotel management company for 25 years, headquartered in Dallas - Texas which have a global reputation of having unique luxurious hotels and properties.…

    • 507 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    The Four Seasons hotel started in 1960 which now has developed into a world famous top luxury hotel management company. Now the company operates about 70 hotels and resorts worldwide - its ownership is vested in different owners (Scoviak, 2000). Since the establishment of the Four Seasons Hotel in 1978, the Chairman of the Board and Chief Executive Isadore Sharp, has been responsible for the operation of the hotel. Its headquarters are still in Toronto, has managed the 50 hotels in 22 countries around the world (Chesters and Hipwell, 2009). And Bill Gates and Saudi Prince are the major shareholders of Four Seasons Hotel. Four Seasons Hotel also has a residential scheme which called Residence Club, to allow customers to purchase its vacation house, and the price of Four Seasons Hotel is very high.…

    • 2506 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    Case Hilton Hotels

    • 1342 Words
    • 4 Pages

    Background: Hilton hotels started out in Cisco, TX being a small family owned business in the early 1900’s. By 1946 Hilton Hotels Corp became public and 8 years later acquired Promus Corp with the intention of continuing to diversify and cater to all customers whether upper class, middle class, business or personal. Fast forward to 2007 where now Hilton owns/operates and/or franchises close to 3,000 properties and 500,000 rooms in 78 countries ranging from ultimate luxury to middle class hotel chains.…

    • 1342 Words
    • 4 Pages
    Powerful Essays
  • Powerful Essays

    The notion that a hotel’s brand contributes significantly to the property’s market value is supported by…

    • 6472 Words
    • 46 Pages
    Powerful Essays
  • Powerful Essays

    Hilton Hotels

    • 916 Words
    • 4 Pages

    Hilton Hotels Corporation is a leading hospitality company that owns, manages, and franchises over 2,000 hotels across the country. The company's international arm, Conrad Hotels, has locations in Australia, England, Ireland, Egypt, Belgium, Turkey, Hong Kong, and Singapore.…

    • 916 Words
    • 4 Pages
    Powerful Essays