What Would You Recommend to Rosewood Hotels & Resorts?

2. What would you recommend to Rosewood Hotels & Resorts?

We recommend for Rosewood Hotels & Resorts to implement their corporate branding efforts while maintaining the "sense of place" at each of their locations. There is a positive NPV of the CLTV brought about by a corporate branding strategy, which means that the marketing ROI will also be positive. Rosewood's corporate branding would not only increase their retention rate, but through economies of scope it would also increase their cross-selling rates from their current industry low of 5%. Brand recognition should start by including the Rosewood brand name within the individual hotel name; for example, The Carlyle, a Rosewood Hotel. Rosewood should implement a public relations campaign to attract new customers through travel agents, advertising in travel/luxury business magazines, implement a loyalty rewards program to motivate guests to visit other locations, but more importantly, it should standardize the benefits preferred by luxury hotel guests, such as expedited check-in and choice of room, across all the locations. Internally, Rosewood should promote the brand through stationary, toiletries and other products customers consume during their stay. Educating the employees and managers of new concepts would enable them to carry out the new business culture. To reduce negative feedback from local management, Rosewood should allow management to remain autonomous with their local programs which enforce their "sense of place".

In continuing their corporate branding efforts, Rosewood should utilize drivers and train a designated team to carry out the marketing processes. Marketing knowledge drives marketing attitudes, and both marketing knowledge and marketing attitudes lead to behaviors, strategies, and practices that improve profitability. Rosewood should also use marketing performance metrics tools to measure the results of