Rosewood communication plan in Saudi Arabia in 2013
By Abdulrahman Al Gohedan
•description of your programme, including the strengths and weaknesses (results of your SWOT analysis) In the last year,
Our mission at Rosewood is to fulfill the dreams of our internal guests, external guests and owners. As an internal guest of Rosewood, you can expect competitive compensation and benefits, outstanding training and development experiences, and exciting opportunities for career advancement. Whether through participation in one of our cross-exposure exchanges between properties, or by serving as a member of a property opening task force. As a Rosewood internal guest, your career path can be as varied and unique as the Rosewood collection itself. If you are passionate about finding a place in the hospitality profession and you desire a career landscape as original and exceptional as you are, then we at Rosewood are ready to fulfill your dreams.
I. EXECUTIVE SUMMARY
Rosewood Hotels & Resorts (Rosewood), known for managing distinctive luxury hotels is considering a new brand strategy. Rosewood’s concept for each property has always been “Sense of Place”, emphasizing the individual character of each property. In an effort to increase multi-property guest across its 12 hotels worldwide, a new corporate branding strategy is being considered. The new strategy should also not undercut the distinctiveness of each individually branded hotel.
In the analysis, Rosewood’s ADR and RevPAR were superior to the corporate-branded groups namely Four Seasons Hotels and Ritz-Carlton (Marriott International). Rosewood also fared better than Orient-Express Hotels, another individual-branded hotel group. The results make the argument for corporate branding difficult to justify as the current individual-branded strategy places Rosewood ahead of their current competition. The Customer...