Essay on Rosewood Hotels and Resorts

Published: 2021/11/18
Number of words: 945


Rosewood Hotels and Resorts is a private company. The company was put up to promote the international reputation and iconic indulgence resorts. For instance, Mansion Hotel in Turtle Creek and Carlyle located in New York could benefit from Rosewood Hotels. In another word, the main focus of Rosewood Hotels was to cooperate with new upcoming firms such as Mansion and Carlyle. Rosewood variety was unmentioned and subdued in the marketing because of its popularity among the hotel’s professionals. Around 2004, John Scott was elevated as Rosewood’s new CEO and president and Robert Boulogne the vice-chairperson. The main focus of John Scott, CEO of Rosewood, was to popularize the company more than before. According to his perceptions, John Scott hoped it was the best time for Rosewood company to become a true brand that could cooperate with other firms to promote their own business. This case study aims to understand general background, goals, strategies, challenges, and solutions involved in the Rosewood Hotels and Resorts as a business.

Rosewood Hotels’ Background

Rosewood Hotels and Resorts is a popular business whose headquarters is in Dallas and Texas. Rosewood is a private company established in 1979 under the supervision of Caroline Rose Hunt. The original Rosewood Hotel was Mansion on Turtle Creek, which was officially launched around 1980. Mansion was the oldest hotel in Dallas which was secured from destruction by Hunt, the daughter of Texas oil tycoon. Both Hunt and Rosewood worked together to change hotels and resorts property into international classic restaurants and hotels. After successful negations, Rosewood and Hunt set up a new famous company due to its unique customer services. In 2003, Rosewood had established twelve world classic hotels and restaurants with a total capacity of 1,513 guest rooms. According to the research, Rosewood Hotels and Resorts’ business became popular because of good management and customer service.

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Organizational Goal and strategies of Rosewood Hotels

Rosewood company aims to compete with individual and corporate branded luxury resorts and restaurants. Since it’s a personal branded business, it’s hard to cooperate with other firms that benefit from the cross-property usage. According to this company, the current plans limit their objectives and market to capture more customers. Basing their strategic approach, the company seems to operate differently from other hotels and restaurants. Rosewood’s organizational goals are the collections of strategies, each unique image, name, and identity. This kind of strategy helps Rosewood Hotels position its brands and properties in different parts of the world, thus becoming more popular than any other company internationally. Under Rosewood management, each hotel has become famous and profitable to the Rosewood and the owners (Dev et al.; 2007). The logo application in Rosewood Hotels and Resorts provides profitable souvenir firms by selling high company background amenities such as bathrobes and towels. Additionally, brand-wide usage and low company recognition where major organizational goals Rosewood Hotels was focused on. Initially, the low acknowledgment of the Rosewood brand was an additional obstacle to make favorable profits and returns.

Problems within Rosewood Hotels

Rosewood Hotels and Resorts’ major problem was poor and low campaigns, acknowledgment, and brand mindfulness. Most of the co-operators become reluctant towards the Rosewood brand because they were not actively involved in the bigger organizational parts of Rosewood Hotels and Resorts. At some points, they felt that they were unnecessary and powerless in the Rosewood Hotels management. Unfortunately, Scott and Boulogne were focused on using guest revenue and taxes to convince themselves had potential benefits from the Rosewood Hotels. Another serious issue affecting Rosewood Hotel and Resort is unmentioned and subdued measures which limited the company from reaching more clients and customers internationally.

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The problems facing Rosewood Hotels and Resorts would be solved through the following alternatives

  • They are introducing a frequent-stay program such as giving reward points to guests and customers who purchase their commodities. The company should be enabling the customers to redeem their rewarded points since it will increase the Rosewood cross property. This strategic solution could be useful because the redeemed rewards will benefit guests and general customers by fostering benefits loyalties such as personalized services and upgradation. To reach more customers, Rosewood Hotels and Resorts needs to expand to cover a large geographical area.
  • Another solution is attaching the Brand Name and image to the Hotels. This alternative can work best by modifying the new and upcoming property images and names with the existing property. This method assists in conserving the heritage of the already established personal brands, hotels, and resorts.
  • Tying up with travels agents and tourists is another solution that could help Rosewood Hotels and Resorts to achieve their operational dreams. Tourists and travel agents will help to create awareness of the Rosewood brand internationally. Thus more customers will be in the position to reach them.


To sum up, Rosewood Hotel and Resorts should introduce incessant stay plans, enabling it to adopt corporate brand strategies and correspondence promoting methodology. According to the discussion, the company has been affected by numerous challenges such as poor and low organization skills. This has reduced its popularity and awareness internationally. To solve this, I recommend that Rosewood Hotels and Resorts adopt the stay program methodology, making it more prosperous.


Dev, C. S., & Stroock, L. M. (2007). Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value. Harvard Business School.

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