Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Do you really want to delete this prezi?
Neither you, nor the coeditors you shared it with will be able to recover it again.
Make your likes visible on Facebook?
Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.
Rosewood Hotels & Resorts
Transcript of Rosewood Hotels & Resorts
Lack of a unified branding strategy that encourages multi-property stays by current loyal customers
Branding to Increase Customer Profitability and Lifetime Value
Allie Allen, Jonathan Brooks, Dylan Parkins & Troy Sanders
Introduction & Background
Strong operational performance
Strong individual brand equity
Highest return visit percentage
Balanced collection growth strategy
Lack of unified branding strategy
Low multi-property cross selling
Internal aversion to corporate branding
CLTV growth proportion to retention growth
Uncertainty of financial estimates
Brand education among travel agencies
Programs to drive multi-property stays
Data driven direct marketing and experience improvements
Create loyal clientele who seek out Rosewood brand
4 additional properties set to come online within 3 years
Low Rosewood brand awareness
Difficulty in brand positioning
Competition from related sub-segments
Alienation from the new branding strategy
Divergent philosophical backgrounds among Board
Allie Allen - Alternatives and CLTV
Jonathan Brooks - Background and Recommendation
Troy Sanders - Environmental and SWOT Analysis
Dylan Parkins - Introduction and Problem Statement
Each property marketed under it's own iconic brand
High degree of loyalty among guests
40% return visits considered top of class
"Value" based on guest experience
Competitors bridge two different sub-segments
Corporate Branded (Four Seasons, Ritz-Carlton)
Individual Branded (Rosewood, Auberge Resorts)
Fastest growing collections individually branded
Operationally competitive with individually branded
Outperforms corporate branded
Very little brand awareness, no value in the brand
Each property individually managed
New executive team charged with boosting growth
Philosophical split among the Board of Directors
Highest RevPAR performance in the luxury industry
Only company in luxury with RevPAR growth
11% reduction in available rooms
4 additional properties online in the next 36 months
Established in Dallas, Texas, 1979
Created by the Caroline Rose Hunt Trust Estate
Distinct, Iconic, Luxury Hotels & Resorts
on Turtle Creek
2004, Branding Strategy Shift by New CEO
John Scott, CEO
Robert Boulogne, VP of Sales and Marketing
How Far Could the Strategy Go?
Continue the New Branding Strategy
Other Companies Have Had Success:
The Four Seasons
Return on investment
Growing the Rosewood brand recognition
Unifying the properties but maintaining sense of place and the unique personality of each property
Rosewood Brand Recognition
Has anyone stayed at a Rosewood hotel?
Recalling the short clip at the beginning, how did that video make you feel?
The video is specific to the London property. Did it give you a sense of place, a taste of the property’s personality?
What strikes you about the Rosewood brand?
Create a hybrid
focus corporate branding on new properties
measure by return on investment of new properties
Data driven direct marketing
Capitalize on brand equity