Marketing MKT 370 Lecture Notes - Lecture 6: Privately Held Company
21 Feb 2017
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Document Summary
Rosewood hotels and resorts: branding to increase customer profitability and lifetime. Sought to build a global reputation with iconic luxury hotels such as the mansion in. Rosewood brand was muted, unmentioned in advertising, and known mainly to hotel professionals. First hotel they managed was the mansion on turtle creek. As of 2003, they had 12 hotels worldwide, 1, 513 rooms, for which the nightly rate ranged from a low of for saudi arabian properties to ,000 for a canadian lodge. Rosewood competed with two groups of luxury hotels: the corporate branded ritz- Carlton, four seasons, st. regis, one&only, and madarin oriental hotels. Rosewood operated a collection of unique properties each with its own name and brand. Unique, one of a kind, luxury properties. A sense of place - each of our properties seeks to capture what is unique about the given location. Rosewood branding was soft and meant to be complementary not intrusive.
