Rosewood Hotels Essay

Rosewood Hotels is currently facing a lack of brand awareness and a subsequent loss in potential profits due to the congested luxury hotel market. By corporately branding its existing hotel properties, Rosewood Hotels can capitalize on its current brand loyalty, increase its lifetime customer value, and leverage its unique experiences against the myriad of luxury alternatives. While Rosewood Hotels can introduce a frequent stay program or simply continue to operate without a corporate brand, neither of these alternatives is suitable for Rosewood’s collection of unique properties. The frequent stay program, or loyalty programs in general, would provide a powerful incentive for existing customers to stay with a Rosewood hotel again; in fact, Rosewood Hotels is currently exploring a guest recognition strategy as a point of parity to improve customer experience. However, this strategy does little to market to new customers or to raise brand awareness, which is the hotel chain’s key issue. Continuing without corporately branding its properties would not address this

In fact, the percentage of multi-resort stays could increase from its current 5% to the luxury market average of 10 to 15%, and the number of increase customers would likely follow a similar trend. Another notable benefit is that Rosewood Hotels’ existing properties could serve as a channel for this new marketing strategy; minimal training, such as new hotel greetings and checkout procedures, could emphasize the Rosewood Hotels brand and educate guests on other Rosewood properties. Finally, the corporate-branding strategy would introduce the opportunity for “Rosewood junkies”: hyper-loyal customers who intentionally look for Rosewood experiences, perhaps even visiting each of the 12 existing properties. The Rosewood Hotel brand could become a major status symbol in the luxury