RoseWood Hotels & Resorts

rosewood Hotels & Resorts Branding to increase node profitableness 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 propertys value by creating unique, one-of-a-kind properties with a piffling ultra-luxury residential style. precisely amidst this, the brand ROSEWOOD became muted, unmentioned. The issue here is to establish Rosewood as a true brand.A brand decision is to be made to establish the companys future. Rosewood with or without a corporate brand needs to be evaluated in order to flummox at a decision. The commencement thing is-whether or not a corporate branding. * Establishing a corporate brand would mean to fall into the comparable league where other corporate brands were in. Rosewood without a corporate branding was at par with the branded ones. Its occupation ra te a carrefour geezerhood has been virtually the same for- be it The Marriott or The Four Seasons Hotels, inspite of relatively high prices at rosewood. Moreover, it would mean to keep the brand promise across the properties by ensuring perfect product/service death penalty across the portfolio, internal leisurely branding initiatives and signifi domiciliatet marketing investment. scarcely keeping in headland the uniqueness of each Rosewood hotel and their SENSE OF PLACE philosophy, consistent brand-wide performance standards seems a bit unrealistic. Each ship has something new and unique to prolong its guests. Standardizing it was not the Rosewood way of work. They understood the customer needs gibe to their functioning place and believed in offering the same.This was their Unique Selling efflorescence and diverting from this would mean a high impact on the customer expectation. A corporate branding is not the only solution to increase the customer profitability and l ifetime value. Surely Rosewood needs cross-property increase. seeing rosewood trees statistics, upto 40% customers come subscribe to the same hotel of Rosewoods only when only 5% be involved in cross property usage. In the individual brand range, they typically had 5-10% cross property usage rate and this number went upto 10-15% In case of corporate-branded hotels.But rosewood was struggling at a mere rate of 5%- the lowermost rate even in the individual brand range. So they need to boost up this number to at least derive the high edge in their own category of individual brands. I would suggest these short term course of action so as to achieve higher customer profitability and lifetime value. 1. People in spades care being at rosewood- keeping in mind their occupancy rate (average of 60% for last 3 years) and 40% customers coming back again to the same hotel. Customers are happy to be at RoseWood properties.But little gutter they relate with other RoseWood hotels. The Ros eWood hotel they go to provides them with a comfortable bear. When their guests go to a new place that also has a RoseWood property, they should know what to expect and those who liked it first will definitely want to have the same comfortable bide again. For e. g. A Mc-Donalds store worldwide is known for the food they provide. When going in a Mc-D they know what to expect and what level of food they will get. But even a Mc-D store in Gujarat has customized itself according to the place they are at and provides only vegetarian there.RoseWoods main strength is their uniqueness. But they need to build an inter relation among their hotels so that they maintain almost same level of service and comfort. People should go in to control something new but with the faith of same level of service. 2. When a customer checks-out from a RoseWood property, they can be asked to fill a small interactive feedback form and a satisfied customer should be pass with a handout of other RoseWood hotels with a promise that they can have the same satisfaction of stay there as well. . RoseWood can execute that when a guest leaves, he is made sure of other RoseWood hotels with a provision that whenever they are to go to a place having another of RoseWoods hotels, they can just clutch the manager of their regular RoseWood hotel faculty/manager and all arrangements for their stay at that place can be made beforehand as per the guests convenience. Also, by this the customers would not go to a new place and set up choices whether or not to turn up to RoseWood hotel at that place.They could implement the branding in a bit subtle way like The Mansion-from the house of RoseWood or The Mansion (RoseWood properties) so that people can be aware of and relate to them. 5. They need to collaborate more with the hold up agents. They do promote the hotel but not the brand. Educating the customers about RoseWood as well along with the hotel would help the customers to relate and entrust in the m. 6. raze the guests who have stayed in RoseWood hotels do not know of RoseWood as a brand.They need to bring the guests focus on RoseWood as well during their stay. Logo and promotion should be moved towards higher profile amenities as well. Their conversations on telephone to the dress of the staff should justify that they are a part of the RoseWood. As far as the long term initiative is concerned, being a status symbolic representation never hurts. In Fact it is the need of the hour to be a leader in the competition. So, they might as well like to go for corporate branding if willing to compromise on their Sense Of key philosophy to some extent.