CRM

Assignment no.-3

Rosewood Hotels & Resorts:

Branding to increase Customer Profitability and
Lifetime value

Submitted to:-
Mr. Amrish Dogra

Submitted by:-
VINIT KUMAR
10902156
RT1901B33
 Company background:
 Established in 1979.

 It was a property management company guided by founder Caroline Rosehunt.

 In total, has 17 hotels and resorts worldwide with presence in six countries comprising of
US, Canada, Mexico, Carribean and Middle East.
 • Vision and mission:
Vision: Fulfill the dreams of our employees, guests, owners.
Mission: To be recognized, respected as the consummate operator of ultra-luxury hotels in
desirable destinations throughout the world.

Core Values:

 We respect our guests , employees and owners

 Deliver exceptional services to the guest

 Encourage every individual’s contribution and personal growth

 Honour diversity

 Foster work environments that provide personal pride through job

satisfaction and balanced life

 Promote open communication, innovation and creativity

• Significance of CRM initiatives in Hotel industry:

 Understanding the customer value and lifecycle to prioritize

marketing and service resources.

 Using customer information to target promotional offers and cross-

selling.

 Using customer information in design and development of products

and services.

 To recognize customers as individuals.

 Offering personalized or mass-customized service .

 • Map showing their Global presence

• Rosewood’s CRM initiatives:

Manually collection of data from its twelve different entities(hotels) which is now
been converted into an automated Central Reservation System(CRS) system.

 Online reservation.
Unique user IDs are generated and special discounts are offered.
  Guest Recognition System.
Corporate Branding approach that encouraged multiproperty guest stays.

• Differentiating factors from other hotels:

Differentiates their business by not sticking to the usual Chain-like luxury hotels
system. However, enhances each property’s value individually.

 Adaptable to the local conditions, culture and ethnicity.

Have a differentiated approach in design, service and programming.(location,
architecture, history and culture)

Features like Room up gradation system, flexible checking and check out,
personalized services, etc. instead of usual reward system.

• Enhanced services offered by Rosewood Hotels:

Guest questionnaires and feedbacks:
 Requesting information on preferences like food, beverage type and
minibar

 Details as little as preference of pillow type

• Problems/ Mistakes
o Each property was branded exclusively
o No association between Rosewood and other hotels

e.g. some feedback from agents n guests

• Solutions
o E-Magazines

o Corporate Branding

o E-Directory

o Some images of hotels: