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1. “Branding to Increase Customer Profitability & Lifetime Value”

2. Introduction A private hotel management company with luxury iconic hotels headquartered in Dallas. It has 12 hotel world wide with capacity of 1513 rooms Rate 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 “Sense of 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 advertising was 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 Effecting Brands

6. Competition Competing with known chains and individually branded properties, to name few: Four Seasons with 58 properties Ritz-Carlton – 52 properties Fairmont – 46 properties Orient express Rocco Forte etc.

8. Brand is not as important as the hotels & resorts

9. The brand is not as strong as it was in its past

10. Known only by individual hotels & resorts

11. Clients don’t come asking for Rosewood as a Brand

12. Clients know Rosewood only because I educate them on it

14. Guest perception Brand Rosewood means nothing. Guests have used various properties but couldn’t realize that all were a part of same group Even after staying at the property, guests don’t tend to know the name Rosewood Rosewood as a brand doesn’t encourages me to try different properties I dint know until my travel agent mentioned it

15. Current Issues After switching to 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 Solutions Through frequent-stay program Corporate branding approach

17. Issue with frequent-stay program This 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 corporate branding Better customer life time value

19. Advantages of corporate branding cont… Collective experience Consistent service – in all aspects Encourage guests to use more than one property Better brand recognition High customer loyalty As 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 Corporate Brand Promotion Internal resistance : Few Hotel Managers were inclined to promote their own Hotel Rather than promoting the Rosewood Some corporate guests didn’t want to be a part of bigger Organization due to their emotional attachment to a particular hotel.

21. Suggestions Don’t dilute individual brand persona Subtly add Rosewood to it Get internal teams confidence Show them a bigger picture Incentivize trade and ask them to push a brand PR can do wonders Build a Rosewood membership plan Tie up with travel agencies/tour operators etc

22. THANKS