Rosewood Hotels Essay

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Rosewood Hotels & Resorts: Increasing Customer Lifetime Value Source Notes: This assessment is based on insight, analysis, and information derived from the case “Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value,” written by Chektan S. Dev and Laure Mougeot Stroock, and published in Boston, MA, by Harvard Business Publishing in 2007. OVERVIEW Rosewood Hotels & Resorts (Rosewood) is a private hotel management company that was established in 1979. It specializes in unique luxury hotels that are viewed as distinctive trophy properties. Each of Rosewood’s hotels has successfully built a name for itself, independent from the corporate company. Rosewood’s management used property specific advertising because it believed that using a marketing strategy based on the individual property brand would best distinguish Rosewood properties from its corporate branded competitors. However, Rosewood’s competitors are not exclusively corporate branded luxury hotels, they also include collections of individually branded unique luxury hotels. Although the company is doing well, the luxury hotel segment is highly competitive and becoming inundated with competition. In response to this, Rosewood’s new president and CEO, John Scott, is considering a new marketing strategy that will allow the company to enhance profits and boost growth. The new strategy would allow Rosewood to claim a portion of the changing market by creating consumer awareness of its brand, thus enhancing customer loyalty. Mr. Scott wants to build Rosewood’s brand recognition among its guests by combining all of its properties under a single corporate brand name. Mr. Scott indicates that this change in strategy will meet the needs of customers who actively pursue a unique Rosewood property experience, but fail to make the connection between Rosewood properties and instead

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