Rosewood case

After reviewing the Rosewood Case, I discovered the following issues:

1. Very low awareness of Rosewood brand.
2. Competition in the luxury hotel segment is intense; Rosewood is targeted at sophisticated customers who value the distinctive, exclusive ‘collection’ hotel, while majority of the luxury market seems to value the corporate-branded version of luxury.
3. Low cross-property usage.

Based on the above issues, I recommend management of Rosewood consider the following measures:

1. Increase awareness of Rosewood brand via different channels, see below:

• Advertise in high-end travel magazines like Luxury Travel Magazine
• Promote Rosewood brand and it’s properties via its own TV channel in the guest room
• Advertise in magazines targeted high income households or groups. For example, magazines frequently read by executive.
• Create an online portal which listed all Rosewood properties
• Implement referral program as a way to acquire new customers.

2. Implement Rosewood corporate brand in phrases. The first phrase will be to add Rosewood corporate brand to properties with weak brand; once Rosewood is gaining awareness, ad Rosewood corporate brand to properties with medium brand. Lastly, properties with strong brand will be added to Rosewood corporate brand.
3. Examine customers characteristic and need, as collected by CRS, and refine segmentation strategies.
4. In addition to promoting all Rosewood properties via its own TV channel in the guest room, create a Rosewood quarterly magazine, which highlighted all Rosewood properties and events throughout the year, and have it available in all guest rooms.

I would like to stay at Rosewood Jumby Bay, as I like ocean. I would love to see the sea turtles.