Roosewood

Roosewood

• 1.
  “Branding to IncreaseCustomer Profitability & Lifetime Value”
• 2.
  IntroductionA private hotelmanagement company with luxury iconic hotels headquartered in Dallas.It has 12 hotel world wide with capacity of 1513 roomsRate ranging from $120 for Saudi Arabian properties to $9000 for Canadian lodge.Competed with hotels with Corporate branding and individually branded unique hotels.
• 3.
  Introduction (cont..)Rosewood’s “Senseof Place” Philosophy – Architectural details, interiors reflected the local character and culture.Two strategy process Repositioning Existing hotels with strong brand equity with the professional management.Create new generation hotels having strong brand equity in the property itself.
• 4.
  Introduction (cont..)1990 advertisingwas property specific and by early 2000 Rosewood advertising began to feature in all Rosewood properties, but secondary to hotel logo.Issue came in 2003 when it realized that Rosewood had low recognition and brand wide usage among guest was an untapped asset.
• 5.
  Four Factors EffectingBrands
• 6.
  CompetitionCompeting with knownchains and individually branded properties, to name few:Four Seasons with 58 propertiesRitz-Carlton – 52 propertiesFairmont – 46 propertiesOrient expressRocco Forte etc.
• 7.
  Agents perceptionI bookthe hotel and not the Rosewood
• 8.
  Brand is notas important as the hotels & resorts
• 9.
  The brand isnot as strong as it was in its past
• 10.
  Known only byindividual hotels & resorts
• 11.
  Clients don’t comeasking for Rosewood as a Brand
• 12.
  Clients know Rosewoodonly because I educate them on it
• 13.
  We have todrive understanding of Rosewood. Once they understand what Rosewood is, it does mean somethingEmployees’ perceptionIt’s a brand of dilemma – don’t see great opportunity, few business opportunitySecret club – known by some guests who go and the industryVery low awareness. Those who know are past guests
• 14.
  Guest perceptionBrand Rosewoodmeans nothing.Guests have used various properties but couldn’t realize that all were a part of same groupEven after staying at the property, guests don’t tend to know the name RosewoodRosewood as a brand doesn’t encourages me to try different propertiesI dint know until my travel agent mentioned it
• 15.
  Current IssuesAfter switchingto automated data gathering through CRS, consolidated guest data revealed that - 5% multi property return visit while corporate branded hotels enjoyed 10% -15% cross property usage rate.Rosewood was at the low end of the scale and there were an opportunity for increasing cross-property usage.
• 16.
  Probable SolutionsThrough frequent-stayprogramCorporate branding approach
• 17.
  Issue with frequent-stayprogramThis type of program had been successful only for large multi segment operators with broad geographic distribution.Loyalty through these type of program was fostered by offerings such as—flexible check in, check out time, personalized services, freedom to request a specific room, capacity of employees to solve most unusual problem etc…
• 18.
  Advantages of corporatebrandingBetter customer life time value
• 19.
  Advantages of corporatebranding cont…Collective experience Consistent service – in all aspectsEncourage guests to use more than one propertyBetter brand recognition High customer loyaltyAs per the survey, Individual brand or collection hotels had 5% to 10% cross selling rates while corporate branded hotels enjoyed 10% to 15% cross property usage rates
• 20.
  Issues in CorporateBrand PromotionInternal resistance : Few Hotel Managers were inclined to promote their own Hotel Rather than promoting the RosewoodSome corporate guests didn’t want to be a part of bigger Organization due to their emotional attachment to a particular hotel.
• 21.
  SuggestionsDon’t dilute individualbrand personaSubtly add Rosewood to itGet internal teams confidence Show them a bigger pictureIncentivize trade and ask them to push a brandPR can do wondersBuild a Rosewood membership planTie up with travel agencies/tour operators etc
• 22.
  THANKS