How do people buy hotel stays?
Why is Rosewood considering the new branding strategy?
What are the pros and cons of moving from individual brands to a corporate (umbrella) brand?
Will the move to corporate branding increase customer lifetime value enough to justify the
Calculate the CLV without corporate branding (use data assumptions for
2003) and compare with CLV with corporate branding.
Use the assumptions and format for
analysis provided in
Rosewood Hotels and Resorts Student Analysis Worksheet.
that the numbers are not
, but provide input to your decision.)
What specific tactics should Rosewood employ to execute your recommended strategy?
If you don't recommend a corporate branding strategy, then what should Rosewood do to
encourage multi-property stays and boost CLV?