Rosewood Hotels & Resorts Essay Example

agents be provided with incentives to promote them to clients. Additionally, a strategy of rotating hotel staff between various Rosewood properties could be employed to encourage word of mouth marketing and increase cross-selling.

A comprehensive guest profile can be maintained through the use of CRM or other IT tools in a customer database, which can be shared across different Rosewood properties to expand the company’s customer preference program. It is important that the Rosewood brand does not overshadow individual hotel brand names until it has been fully developed and has gained enough customer exposure. The focus should be on setting up more hotels under the Rosewood brand without interfering with existing ones. Once the Rosewood brand has been established, it can then be integrated into the existing hotel brands such as Carlyle and Mansion of Creek, but not in place of them. Building brand equity should be the top priority for Rosewood.

The optimal course of action suggested is to prioritize establishing and reinforcing the Rosewood brand, while developing brand recognition, customer loyalty, quality assurance, and brand association. Based on the customer lifetime value (CLTV), implementing corporate branding would result in a higher Net Present Value for Rosewood. To accomplish this objective, Rosewood should consider methods such as event marketing and advertising campaigns, enforcing consistent service standards throughout its properties, transferring personnel across locations, and encouraging customer retention.