The Rosewood World: A Sense of Extended Exclusivity

"The Rosewood world: A sense of extended exclusivity".

Should Rosewood change its strategy?

Rosewood has been doing well, its revenues are increasing and customers are satisfied with the services proposed at the different resorts or hotels. Because of this high satisfaction, the customers come back to the same hotel.

Its investors as well as the local management teams are satisfied with the results.

However, the general directors of the group Rosewood feel that there is more to be. There is an opportunity unexploited; their hotels'network. There is no group entity.

Their current clients are mainly leasure clients. They may go one year to Latin America and be very satisfied at Las Ventanas al Paraiso. The next year they may want to go on holidays to the Caribbean and be looking for the same type of high class service.

However, since they are not aware that Jumby Bay, Little Dix Bay and Caneel Bay are part of the Rosewood group, they may ignore them and end up at a standard luxurious concurrent such as the Caribbean Hilton.

Because of this group's lack of awareness, all hotels from the group are losing potential loyal clients. Each hotel has a top quality service; however, they could do better by combining their local identity with a group identity.

Each hotel's main strength is the sense of place they give to their customers. Each one has its own local characteristics about food, entertainment, possibilities. The main common factors are: the high quality the high satisfaction and the leasure location.

Create this group identity has to be done very cautiously. It has to preserve the sense of place of each hotel and bring it to an already existing (but forgotten) world: the Rosewood's world. This strategy is a glocal strategy: It keeps each hotel's identity and connects them.

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