This is a part of the work submitted to Prof.Sameer Mathur during an Internship

4. 2001 2002 2003
Number of Hotels
(Year beginning) 11 13 13
Number of Hotels
Added 2 2 0
Number of Hotels
Lost 0 2 1
Total Number Of
Hotels (Year End) 13 13 12
Total Number Of
Rooms (Year End) 1859 1714 1513

5. COMPETITORS
Group of Luxury Hotels

6. COMPETITORS
INDIVIDUALLY BRANDED
UNIQUE HOTELS

7. “SENSE OF PLACE”PHILOSOPHY
EACH HOTEL
IS UNIQUE
EACH HOTEL
REFLECTED
LOCAL CHARACTER
FEATURED
ARCHITECTURAL
DETAILS
FEATURED
INTERIORS AND
CULINARY CONCEPT
CORE VALUES OF ROSEWOOD HOTELS AND RESORTS

9. WHY?
People were unaware
Of Rosewood As a
Brand
Cross Property Usage
Was As Low As 5%
Return Visits Were
as Low As 40%
Matrices were not
typical of a
Luxury Hotel Chain

10. ADVANTAGES
•COLLECTIVE EXPERIENCE
•CONSISTENT SERVICE – IN ALL ASPECTS
•CROSS PROPERTY USAGE
•HIGH CUSTOMER LOYALTY
•BETTER BRAND RECOGNITION
•CROSS SELLING RATES WERE 10% BUT FOR
OTHER LUXURY HOTELS IT WAS 10-15%

11. CHALLENGES
• Distinctiveness of each of the premium properties
could not be compromised.
• Risks Of Alienating some Loyal Guest
• Huge Marketing Investments – $1 Million/Year
• Need Of Other Brandings. Ex. Spa Branding
• Private Owners of Carlyle Hotel Were Reluctant

12. Scenario with an introduction of corporate
branding-
Parameters Without Rosewood
Branding (2003)
With Rosewood
Corporate Branding
Total number of unique guests 115,000 115,000
Average daily spend $750 $750
Number of days average guest stays 2 2
Average gross margin per room 32% 32%
Average number of visits per year per guest 1.2 1.3
Average marketing expense per guest
(systemwide)
$130 $139
Average new guest acquisition expense
(systemwide)
$150 $150
Total number of repeat guests 19,169 24919
Of which: Total number of multi-property stay
guests
5,750 11500
Average Guest Retention Rate 16.67% 21.67%

14. CUSTOMER PERCEPTION
•Used various properties across the world but could not
realize they belong to the same chain
•I did not know until my travel agent mentioned it
•Brand Rosewood means nothing
•Rosewood as a brand does not encourage me to try
different properties

15. AGENTS PERCEPTION
•Clients know about Rosewood when we educate
them about it
•We book the Hotel not Rosewood
•It is known only by individual hotels and brands
•The brand is not as strong as it was in the past

16. THINGS IT SHOULD DO
•SHOULD NOT LOSE INDIVIDUAL BRAND PERSONA
•SUBTLY ADD ROSEWOOD LOGO ACROSS PROPERTIES
•SHOULD GO FOR PUBLIC RELATIONS
•PARTNER WITH TRAVEL AGENCIES
•SHOULD LAUNCH CAMPAIGNS OVER
•SOCIAL MEDIA PLATFORMS
•BUILD EXCLUSIVE MEMBERSHIP PLANS

17. Created by Shyam Siddharth of PSG TECH Coimbatore for
an Internship by Prof. Sameer Mathur IIM Lucknow.

18. THANK YOU