Rosewood Hotels And Resorts: Branding To Increase Customer Profitability And Lifetime Value

Rosewood Hotels and Resorts Branding to Increase Customer Profitability and Lifetime Value Presented By: Ashish Sharma Bhaumik Carpenter Harshit Anuraj Om Bajaj

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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.

Problem Statement

How could Rosewood push current branding strategy without undercutting the distinctiveness of each individually branded hotels.

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Incorporate new branding strategies to sustain in the current competitive

What needs to be done?

environment. ●

Elevate Rosewood’s Brand Equity.

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Creating Rosewood Junkies.

●

Building on Customer Lifetime Value.

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Increasing cross property usage.

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Increasing the connection between Rosewood Properties.

Outline

The Problem Solution Proposal Wireframes

Next Steps

The Problem

Supporting information 01 List any research or data you have to support the need for a solution.

1

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 gathering

User research

Wireframes

Review

Prototype

User testing

Dev hand-off

Questions?

References Tips for Presenting Your Wireframes 3 Steps to Better UI Wireframes Wireframing for Beginners