Rosewood

Summary:
The case indicated the branding strategies in hospitality industry. Rosewood built and bought a bunch of hotels in multiple locations. They brand each hotel with individual unique differentiation in 90s last century. They are marketing their hotels with "a sense of place" slogan. Unlike four seasons and Ritz-Carton, the Rosewood logo only appears in some amenities or bathing soap in the room.
But the problem is the rate of customers stay in multiproperties is low as 5%, though the repeat rate is 40%. The top management begin to think connect Rosewood's hotel all around the world together with a corporate branding strategy.
The thing they were considering about is to set a loyalty award program and encouraging Rosewood properties in different hotel.


My thought
They can brand with corporate strategy but market with their previous tactic, which is offering a sense of place. All their hotels have their own unique features. Customers love the unique experience in these hotels. The Rosewood should keep it. As the new branding strategy increase the recognizance, it will also encourage customers to explore the new experience in other locations. "a sense of place " should still be emphasized in marketing. As the Rosewood logo appears, it already mention people that these hotels are together and they all have high standard service. Our service is great but different in different location.
It can also somehow mitigate the risk that different managers needs a same standard.

I've heard about Amen's hotel. The location of them are the best in the world, but they are different. One may in Yellowstone National Park in the states, one may in West Lake in Hangzhou, China. The style and experience are totally different, but both of them are the best.
Say, if I put the experience in a  coordinate system, set Y-axis as quality, and X-axis as style, Rosewoods' different hotels should all have high Y score. But for the X, it just depends on the location and history.