Rosewood Hotels

and Resorts
Branding to Increase Customer
Profitability and Lifetime Value
Presented By: Group 11 Section C
Ashish Sharma 161414
Bhaumik Carpenter 161416
Harshit Anuraj 161424
Om Bajaj 161438
Introduction
➔ Rosewood Hotels & Resorts is a private Hotel Management Company with luxury iconic hotels,
headquartered in Dallas, Texas.
➔ It has 12 hotels worldwide with 1513 rooms. The tariff rates range from $120 to $9000.
➔ The company is known for its ability to enhance a property’s value by creating unique, one-
of-a-kind properties.
➔ Rosewood has a two-fold growth strategy.

1. Convert Existing Hotels with strong equity which need repositioning.

2. Develop next generation luxury hotels by creating brand equity in the property itself.

➔ Rosewood’s competitors are Corporate Branded Hotels and collection of individually branded
unique hotels.
Current Scenario
➔ Rosewood hotels marketed itself under its own brand name. Its built on the concept of
“Sense of Place”.
➔ Rosewood branding was soft and meant to be complimentary and not intrusive.
➔ Company’s management had a strong belief in the individual strategy an considered it as a
powerful tool to differentiate itself from its competitors.
➔ Due to above factors Rosewood brand had low recognition and low brand-wide usage among
guests and was an untapped asset.
➔ Individual branding strategy had limited its market.
➔ Automated data-gathering through its central reservation system (CRS), revealed the facts
that individual or collection brand strategy typically had 5%-10% multi-property cross-selling
usage rates.
 How could Rosewood push current
Problem branding strategy without
undercutting the distinctiveness of
Statement each individually branded hotels.
 ● Incorporate new branding strategies to
sustain in the current competitive

What needs to be environment.

● Elevate Rosewood’s Brand Equity.
done? ● Creating Rosewood Junkies.
● Building on Customer Lifetime Value.
● Increasing cross property usage.
● Increasing the connection between
Rosewood Properties.
Proposed Solution
➔ Following a corporate branding approach.
➔ Increase Brand Recognition
➔ Increase and Clarifying Brand Image
➔ Increase in cross-property usage from 10%-15%
➔ Total NPV increases (Exhibit 1)
➔ Retention rate increases
➔ Increase in the average number of visits per year per guest.

➔ Fear of alienation of guests.

➔ Expensive than individual branding approach.
➔ Resistance from individual hotel managers.
➔ Bad reputation of one hotel might impact the whole brand.
Proposed Solution- Corporate Branding
Pros
• Increase Brand Recognition
• Increase and Clarifying Brand
Image
• Increase in cross-property
usage from 10%-15%
• Total NPV increases (Exhibit
1)
• Retention rate increases
• Increase in the average
number of visits per year per
guest.
Cons
• Fear of alienation of guests.
• Expensive than individual
branding approach.
• Resistance from individual
hotel managers.
• Bad reputation of one hotel
might impact the whole
brand.
• Fear of losing autonomy.
• Additional marketing and
operations investment of $1
Million was required each
year.
Corporate Branding - Implementation
● Change Management is crucial when implementing a huge change such as corporate branding.
● First step is to communicate the change to all the employees
● Every employee should be imparted with training so that guest can have standard Rosewood
experience. This includes hotel managers, call centre employees, waiters, etc.
Outline The Problem

Solution Proposal

Wireframes

Next Steps
The Problem
Supporting
1

information
01

List any research or data you have to

support the need for a solution.
Supporting
information
02 82%
Users are constantly
searching for a solution

Explain why you’re focusing on a

particular part of the problem or a
particular subset of users.
Supporting
information
03
Julia
Team Manager
Reference your personas, if you have them.
Describe the content of Julia’s job and the problem
she and her team are currently facing.
Assumptions
State your assumptions or any unknowns here.
Solution Proposal
Solution description
Now that you’ve justified your attention to the problem, summarize your solution in one or two
sentences.
Why it’s better than existing solutions
Return to the problem now that you’ve introduced your solution. Compare your solution to others and
describe how it is superior.
Wireframes
Information architecture Balsamiq Tip | Information architecture is the flow of content across the site or application (more info).
 Call out key parts of the UI

Component Browser Balsamiq Tip | Use the Balsamiq add-on to make your own wireframe.
Component Detail
 Articulate your design decisions
by adding justifications

Component Detail (Mobile)

Contacts
Contacts (Mobile)
Next Steps
What next?
➔ Present the timeline.

➔ Solicit comments on these slides or reviews on these wireframes in the Balsamiq add-on.

➔ User testing plan.

Timeline

MAY JUN TODAY AUG SEPT OCT NOV

Requirements
User research Wireframes Review Prototype User testing Dev hand-off
gathering
Questions?
References
Tips for Presenting Your Wireframes

3 Steps to Better UI Wireframes

Wireframing for Beginners