Rosewood Hotels
RoseWood Hotels & Resorts
RoseWood Hotels & Resorts: Branding to increase customer profitability and lifetime value.
Rosewood Hotels& Resorts(Rosewood) , a private hotel management company started in 1979, that built a global reputation with iconic luxury hotels such as The Mansion and The Carlyle, became well known for its ability to enhance a property’s value by creating unique, one-of-a-kind properties with a small ultra-luxury residential style.
But amidst this, the brand ROSEWOOD became muted, unmentioned.
The issue here is to establish Rosewood as a true brand. A branding decision is to be made to establish the company’s future. Rosewood with or without a corporate brand needs to be evaluated in order to arrive at a decision.
The first thing is-whether or not a corporate branding. * Establishing a corporate brand would mean to fall into the same league where other corporate brands were in. Rosewood without a corporate branding was at par with the branded ones. Its occupancy rate across years has been almost the same for- be it The Marriott or The Four Seasons Hotels, inspite of relatively higher prices at RoseWood.
* Moreover, it would mean to keep the brand promise across the properties – by ensuring perfect product/service performance across the portfolio, internal soft branding initiatives and significant marketing investment. But keeping in mind the uniqueness of each Rosewood hotel and their “SENSE OF PLACE” philosophy, consistent brand-wide performance standards seems a bit unrealistic. Each place has something new and unique to offer its guests. Standardizing it was not the Rosewood way of work. They understood the customer needs according to their functioning place and believed in offering the same. This was their Unique Selling Point and diverting from this would mean a high impact on the customer expectation.
A corporate branding is not the only solution to increasing the customer profitability and lifetime value.
RoseWood Hotels & Resorts: Branding to increase customer profitability and lifetime value.
Rosewood Hotels& Resorts(Rosewood) , a private hotel management company started in 1979, that built a global reputation with iconic luxury hotels such as The Mansion and The Carlyle, became well known for its ability to enhance a property’s value by creating unique, one-of-a-kind properties with a small ultra-luxury residential style.
But amidst this, the brand ROSEWOOD became muted, unmentioned.
The issue here is to establish Rosewood as a true brand. A branding decision is to be made to establish the company’s future. Rosewood with or without a corporate brand needs to be evaluated in order to arrive at a decision.
The first thing is-whether or not a corporate branding. * Establishing a corporate brand would mean to fall into the same league where other corporate brands were in. Rosewood without a corporate branding was at par with the branded ones. Its occupancy rate across years has been almost the same for- be it The Marriott or The Four Seasons Hotels, inspite of relatively higher prices at RoseWood.
* Moreover, it would mean to keep the brand promise across the properties – by ensuring perfect product/service performance across the portfolio, internal soft branding initiatives and significant marketing investment. But keeping in mind the uniqueness of each Rosewood hotel and their “SENSE OF PLACE” philosophy, consistent brand-wide performance standards seems a bit unrealistic. Each place has something new and unique to offer its guests. Standardizing it was not the Rosewood way of work. They understood the customer needs according to their functioning place and believed in offering the same. This was their Unique Selling Point and diverting from this would mean a high impact on the customer expectation.
A corporate branding is not the only solution to increasing the customer profitability and lifetime value.