Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
Rosewood Hotels
In today's globalized economy, is it better to brand oneself as differentiated from the corporate world, or are there benefits to attaching yourself to a global brand? Many businesses favor a strategy that keeps them separate and different, in order to keep up a more artisan appeal. However, this too has its limitations. This was exactly the problem Rosewood Hotels found itself in when it was deciding whether or not to adopt a more centralized corporate brand strategy. The company had long believed in a more separatist approach, but research was clearly showing this was hindering the organization's success. Thus, the company finally decided to adopt a more centralized branding structure.
There were a number of clear benefits this move had in terms of increasing overall customer retention rates. Being a part of a globally known and respected brand image often helps increase consumer confidence in the brand. It ties other locations to the idea of luxury that is represented in some of Rosewood's more affluent locations. Moreover, such a strategy increases the likelihood that a guest that stays at one location will stay at another Rosewood Hotel. Previously, the guests were...
In fact, the year 2002 saw only 5% of customers staying at multiple properties under the organization's control (Dev & Stroock 2007). Changing the brand strategy had proven a successful move by other competing hotel chains, and thus it seemed a positive and progressive step in the right direction.
Yet, the plan was not without some cons. There were also a number of negative ramifications that would impact Rosewood Hotels as well. In the previous strategy, having each hotel carry its own name led to the creation of a very distinct and unique reputation for each location; they were each "trophy properties so distinctive, each could thrive on its own name, without any 'corporate' identification," (Dev & Stroock 2007 p 1). By rebranding these locations, they did loose some of their more intimate, artisan-like appeal, which may lead some guests to look elsewhere in the future. Additionally, there were also increased overall costs associated with changing the branding strategy is also a huge con in this particular situation. The new plan…
References
Dev, Chekitans S. & Stroock, Laure Mougeot. (2007). Rosewood hotels & resorts: Branding to increase customer profitability and lifetime value. Brief Cases. Harvard Publishing.
Harvard Business School. (2007). Customer lifetime value calculator. Harvard Business School Publishing. Web. http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html
Managing Organizations/Hotel Management Managing Organizations The Marriot Corporation A look at Six Sigma and the 7S McKinsey Framework The Marriott Hotel Chain is a global brand offering resort and luxury hotel furnishings at popular vacation and business destinations. As the Events & Kitchen Management for global operations, my responsibility includes the overseeing of banquet operations including the process management of the cooking and serving efficiency. I receive complaints from hosts and others that contract
Hotel Management Assessment and Recommendation to Resolve Interpersonal Communication Problems at the Griffith Hotel Problem Identification Transcript of Ideal Conversation The Griffith Hotel is a relatively new luxury hotel established in Tel Aviv. The hotel has some experienced and knowledgeable front desk staff, but is suffering an increasing level of complaints from customers regarding the attitude of the staff. An examination of the problems indicates that communication within the department is poor. Problems start
And talent management will become even more important as companies in the United States attempt to staff properties thousands of miles away from their headquarters (2009 industry outlook: Tourism, hospitality & leisure, 2009). To confront the high turn over challenge, hotel management must ensure that their benefits support their company's vision, mission and values (Cavallari, 2008). Hotels are also going to need to be more creative in their approach
One of the most important decisions that need to be taken is regarding the number of cleaning employees that are required and the frequency at which the cleaning will be conducted. These are all about the public areas where the house keeping has to be active. They also have to look after the guest room areas. The area near the guest rooms consist of the elevators through which the
These travelers tend to book longer stays and are looking for more conveniences, an important emphasis for the industry in the coming years. Tourism specialists are beginning to realize the advantages of technology in the industry. Among the benefits of technology include electronic travel or communication. Technological advances have made communications faster and more efficient. Improved computer networking has decreased the need to travel in some instances because consumers and
Hotel Management Strategy Report Style: This report looks at the Australian tourism industry with specific focus on the Gold Coast region and its five-star accommodation services. The paper starts by providing a brief introduction of the current stature of the tourism industry as well as the purpose that this report aims to complete. It then moves on to describe the high and lows of the tourism industry in Gold Coast and gives