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Rosewood Hotels & Resorts

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Case Study 2: Rosewood Hotels & Resorts

Problem Definition
Rosewood Hotels & Resorts, a private hotel management company, wants to build a global reputation with its iconic luxury hotels such as The Mansion on Turtle Creek in Dallas, Texas and The Carlyle in New York. These properties, among others, currently thrive on their own name and the marketing of it. They currently do not have any “corporate” association nor have they ever. Each of these properties is so distinct that there is very little that ties them together.
In early 2004, John Scott, Rosewood’s president and CEO, and Robert Boulogne, vice president of sales and marketing, were considering ways to associate all of Rosewood’s properties together under one brand. They think that tying them together under one corporate umbrella would make it easier to encourage guests to stay at one of their other hotels. They believe that if guests knew that all of the Rosewood properties were owned by Rosewood and part of the Rosewood group that they would likely return to another Rosewood property and would help build brand loyalty.
Putting all of these distinct properties, each with unique histories under one brand has become more difficult that originally thought. If these changes were to take place they will need to be done carefully so that each of the unique hotels didn’t lose value on its own brand. They must also be able to convince the current co-op owners that it’s a good idea. Currently they do not view it as a positive.
Information Summary
Rosewood Hotels & Resorts, L.L.C is a privately held company that is headquartered in Dallas, Texas. It was established in 1979 by the Caroline Rose Hunt Trust Estate. Rosewood’s first managed hotel was The Mansion on Turtle Creek, which opened in 1980. This was originally an old mansion that scheduled for demolition but was saved and is now a...

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