Title

Nicolas Vergara

Revenue Management

April 11th, 2012

Individual Case Analysis 2087

1. The brand Rosewood Hotels was built by a private hotel management company. The company owns many different unique luxury properties throughout the world. The Rosewood brand is known for a certain set of standards, which each hotel must lives up to. Each individual property is unique to its given location and portrays a design that is extraordinary to its architecture, history and culture. Some Rosewoods competitors are the Ritz Carlton and Auberge.

2. The previous individual brand strategy of the Rosewood Hotels’ kept its different properties from showing off the Rosewood brand name. Instead, each hotel had its own name and was not considered to be part of a brand. The strategy kept each hotel to be unique to its own brand. I do not believe that the Rosewood could increase their revenues if they continued to use the individual brand strategy. This strategy leaves each hotel with no brand recognition, which means that the guests have no connections between the different hotels. If the Rosewood continues to the use this individual strategy, they will likely see no revenue growth. Also, the individual’s properties would have to fight to compete with other known hotel brands, which is very difficult to do.

3. By switching to a central reservation system, the Rosewood is able to increase their revenues. This is possible since the system is a global database warehouse that is able to keep track of the guest’s needs. The system keeps track of guests’ profiles at all the different Rosewood properties. The profile consists of a guests previous room rates, F&B purchases, and even special requests. It’s a great way of keeping up with what the guests need.

4. A frequent stay program is a great idea for a hotel brand. It encourages guests to stay within their brand by offering special rewards for repeated visits. These rewards allow the guest to receive a special room rate,...