“Rosewood Hotels and Resorts: Branding to increase Customer Profitability and lifetime value: * Concise executive summary: * Company overview: -Rosewood Hotels and Resorts part of the Hospitality consortium: Leading Hotels of the world → recognition among hotelier + brand promise -Rosewood H&R owns and manages 12 properties worldwide (1513 rooms) -Target market: guests looking for a unique and distinctive luxurious experience -Positioning: unique luxury hotels with a strong sense
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Facts of the Case Rosewood Hotels and Resorts is a private luxury hotel management company established in 1979‚ headquartered in Dallas‚ Texas. The first hotel managed by the company was The Mansion on Turtle Creek‚ opened in 1980. As of 2003 the Rosewood had 12 hotels worldwide‚ with a total capacity of 1‚513 rooms‚ with a nightly rate varying between $120 -$9‚000. Rosewood competed with luxury corporate branded hotels such as Ritz-Carlton and Four Seasons but unlike them‚ Rosewood operated unique
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economies and markets is challenge for all market participants. In order to fulfill needs of their customers companies are putting efforts in implementation of customer relationship management concept. Different studies have shown that not all customers are desirable from profitable point of view. Therefore‚ many concepts have been developed for classifying desirable customers‚ among which is Customer Lifetime Value (CLV). Problem of applying CLV occurs in turbulent economic environments which suffer from
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ROSEWOOD HOTELS: CUSTOMER LIFETIME VALUE (CLTV) ANALYSIS The calculation below confirms that when following the corporate branding/strategy could be beneficial for Rosewood hotels. ROSEWOOD HOTELS & RESORTS: CUSTOMER LIFETIME VALUE (CLTV) ANALYSIS Without Rosewood Branding Total number of unique Guests With Rosewood Corporate Branding 115‚000.00 115‚000.00 $750 $750 2 2 32% 32% 1.2 1.3 Average Marketing expense per guest (system-wide) $130 $138.70 Average new guest acquisition (system
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Problem Statement Rosewood Hotels currently has 12 iconic luxury hotels worldwide with a total of 1‚513 room capacity. Each property thrives on its own name and the corporate brand name‚ Rosewood‚ has been muted to preserve the distinctiveness of each individually branded hotel. Rosewood faces competition from corporate branded giants e.g. Ritz-Carlton‚ Four Seasons etc who follow “canned and cookie cutter” approach of maintaining a consistency across all hotels. Rosewood’s management believed that
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deals with the study of behavioural processes and strategic implications of this understanding for practicing marketing managers. Concepts from Social Sciences‚ Psychology‚ Economic and Cultural Anthropology are integrated to create an understanding of consumer behaviour in market exchanges. It also provides insights into consumer’s decision making process which is key in strategic effective decisions. Marketing applications of consumer behaviour concepts are illustrated using cases‚ examples‚ websites
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Executive Summary “Rosewood Hotels and Resorts” is considering a branding strategy to drive growth. The President & CEO‚ John Scott as well as the VP of marketing and sales‚ Robert Boulogne are considering 2 options; namely * Carry out corporate branding effort to create an umbrella brand‚ linking all of their individual properties and increasing cross sales and retention rate * Introduce a reward system to encourage customers of one location to visit other Rosewood properties. The
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Rosewood Hotels & Resorts: Branding to increase profitability and lifetime value BACKGROUND Rosewood Hotels and Resorts is a private hotel management company established in 1979 by the Caroline Rose Hunt Trust Estate. It is a well known company in the luxury hotels market which owns 17 iconic properties in 7 different countries (http://www.rosewoodhotels.com/en/the_company/). The first hotel was The Mansion on Turtle Creek in Dallas; afterwards the company expanded its “collection of unique
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Overview Rosewood Hotels & Resorts 1. What are the pros and cons of moving from individual brands to a corporate brand? Read carefully the case and make a list of the pros and cons of maintaining the Individual Branding strategy or changing to a Corporate Branding strategy. Use the following table to summarize your findings. | |Individual Branding |Corporate Branding | |Pros
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Rosewood Hotels Case Analysis A private hotel management company‚ Rosewood Hotels Resorts with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York was a muted brand‚ not into advertising and known mainly to hotel professionals. John Scott‚ the company’s new president and CEO‚ & Robert Boulogne‚ vice-president of sales and marketing were considering a new brand strategy in order to establish ‘Rosewood’ as a true brand and to encourage guests who stayed
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