Rosewood Hotels & Resorts:

Branding to increase Customer Profitability and

Lifetime value
 Company background:
Established in 1979.

It was a property management company guided by

founder Caroline Rosehunt.

In total, has 17 hotels and resorts worldwide

with presence in six countries comprising of US,
Canada, Mexico, Carribean and Middle East.
A brief view of their hotels and resorts:
Map showing their Global presence:
Vision and mission:
Vision: Fulfill the dreams of our employees, guests,
owners.

Mission: To be recognized, respected as the consummate

operator of ultra-luxury hotels in desirable
destinations throughout the world.
Core Values:
 We respect our guests , employees and owners
 Deliver exceptional services to the guest
Encourage every individual’s contribution and
personal growth
Honour diversity
Foster work environments that provide personal pride
through job satisfaction and balanced life
Promote open communication, innovation and
creativity
Significance of CRM initiatives in Hotel
industry:
Understanding the customer value and lifecycle to
prioritize marketing and service resources.
Using customer information to target promotional
offers and cross-selling.
Using customer information in design and
development of products and services.
To recognize customers as individuals.
Offering personalized or mass-customized service
 Rosewood’s CRM initiatives:
Manually collection of data from its twelve different
entities(hotels) which is now been converted into an automated
Central Reservation System(CRS) system.

Online reservation.

Unique user IDs are generated and special discounts are offered.

Guest Recognition System.

Corporate Branding approach that encouraged multiproperty

guest stays.
Differentiating factors from other hotels:
Differentiates their business by not sticking to the usual
Chain-like luxury hotels system. However, enhances
each property’s value individually.
Adaptable to the local conditions, culture and ethnicity.
Have a differentiated approach in design, service and
programming.(location, architecture, history and
culture)
No loyalty programs -Features like Room upgradation
system, flexible checking and check out, personalized
services, etc. instead of usual reward system.
Fact sheet of no hotels
 Enhanced services offered by Rosewood
Hotels:
Guest questionnaires and feedbacks:
 Requesting information on preferences like food, beverage
type and minibar
 Details as little as preference of pillow type
Problems/ Mistakes
Each property was branded exclusively
No association between Rosewood and other hotels
e.g. some feedback from agents n guests
Solutions
E-Magazines
Corporate Branding
Mitel
E-Directory
Some images of hotels:

Rosewood Mayakoba

Rosewood Corniche Rosewood Crescent

Las Ventanas, Mexico

Al Faisaliah