Rosewood Hotels and Resorts: Branding to Increase Customer Profitability

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In reviewing the data compiled by the Customer Lifetime Value Analysis (CLTV), the results support Rosewood in moving forward to a Corporate Brand strategy. As with any scenario in business, the numbers should not solely dictate ones decisions. A well thought of plan should be detailed before executing ones change in company culture. As history will dictate, culture shock will take place when a change of philosophy occurs. The ease as to ones change will alleviate any problems that may arise in the future.

In order to alleviate this shock, the strategy should embrace each property’s identity with a twist of Rosewood in it. The company should maintain each property’s history, cuisine & experiences but create an across the board identifier which screams out Rosewood. This identifier will provide a watermark on each property and will make the change to a corporate brand be gradual. An identifier might be a 5 Star Spa or even high quality rooms that are similar with each property.

When it comes to the employees and guest, I recommend the company should implement a 1 month employee exchange program so a feel of Corporate Unity can arise. This will create the employees awareness of the brand and counter any difficulties that might arise with the resistance to change. As with any change in culture, an employee must believe in the process and this education will trickle down to the guests that each are serving. Having pride in the company not just the property will be exerted to every guest on every visit.