Professional Documents
Culture Documents
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Group presentation by - Ritik Vermani Mayank Sharma Kuldeep Jain Prakhar Kumar
Background
Established in 1979. was a property management company guided by founder Caroline Rosehunt. total, has 17 hotels and resorts worldwide
It
In
with presence in six countries comprising of US, Canada, Mexico, Carribean and Middle 5/5/12
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Global Presence
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Overview
Rosewood is group of different hotels with each hotel being a brand on its own 12 properties in different countries Highly regarded and individualized properties Each property so distinctive that it could thrive on its won Sense of Place - Each Hotel exhibits local character, culture and design
Known for the ability to enhance a propertys value by creating uniqueness, one of a kind property that differentiates it from regular chain like competitors 5/5/12
Regis
One
Mandarin
Resorts
the customer value and lifecycle to prioritize marketing and service resources. customer information to target promotional offers and cross-selling. customer information in design and development of products and services. recognize customers as individuals. personalized or mass-customized
Using Using To
Offering
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service
collection of data from its twelve different entities(hotels) which is now been converted into an automated Central Reservation System(CRS) system. reservation.
Online
Unique
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their business by not sticking to the usual Chain-like luxury hotels system. However, enhances each propertys value individually. to the local conditions, culture and ethnicity. a differentiated approach in design, service and programming. (location, architecture, history and culture) loyalty programs -Features like
Adaptable Have
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Individual branding of unique properties specific advertisements branding of Rosewood name on low profile amenities on local culture and character of the location service and product standards across the hotel connection
Accent
Flexible
Customer Base
Small Wealthy Not
($750 avg daily spend) Avg. revenue per guest per visit = $1500 very loyal retention rate 17% across all hotels end of the range for multiproperty guests (5 %) base mostly unaware of Rosewood brand loyal to individual hotel brands brand recognition mainly through
Low
Customer
5/5/12 Rosewood
Individual Branding
Pros
Allows Rosewood hotels to differentiate from luxury
Empowers hotel general managers Successful strategy for some of its hotels such as
Corporate Branding
Pros
Would encourage cross-property usage of guests Operational economies of scale through bulk purchase of Rosewood
branded amenities
Marketing economies of scale through joint marketing campaigns of all
the hotels
Cons
Requires product/service consistency across the whole portfolio Consistent brand-wide standards might undercut uniqueness and
individuality of hotels
Might alienate some existing customers who have an emotional bond
Our
recommendation
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5/5/12
Rosewood Mayakoba
Rosewood Corniche
Rosewood Crescent
5/5/12
Las Ventanas,
Al