Rosewood Hotels Marketing Plan Essay - 1450 Words

MARKETING PLAN OBJECTIVE The main objective was to foster customer retention and loyalty increasing cross-property usage. The number of multi-property guest stays should be increased to 10% from the 5% rate experienced during the last year. MARKETING SITUATION Problem situation: Rosewood brand was muted, not very well known but it was not clear what is the best corporate branding strategy without destroying the value of each individually branded hotel and loosing a customer. A new branding strategy proposing an increased customer profitability and lifetime value is†¦show more content†¦This number is pretty high taking into consideration that within the sector of individually branded hotels Rosewood is the second biggest in a number of hotels. Customers. We do not have lots of information about the customers in the case but probably we could group the clients into a several groups in order to understand their profile better: †¢ Wealthy families. These costumers most probably stay at the hotel 1-2 times a year for a holiday or family festival. It is high-income families that might be traveling to different resorts and countries and could be a potential repetitive customer in another Rosewood hotels worldwide too. †¢ Business travelers. It might me leaders or honor guests of some companies that travel a lot and value the uniqueness of a specific Rosewood hotel and prefer to have personalized services (for example as it was mentioned in the case specific type of pillow). †¢ Private owners (â€Å"co-op†) that most probably also include members of wealthy families and business travelers mentioned before. This group of customers is reluctant for more visible hotel brands and do not see the benefits of being a part of bigger organization. Collaborators. 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