Rosewood Bets on ‘Discovery’ and Experiences in Brand Refresh

Rosewood Hotels & Resorts has overhauled its marketing with an emphasis on helping guests with "discovery" and "cultural immersion at its ultra-luxury properties.

What's changed: Rosewood's rebrand encompasses a new "brand identity," a redesigned website with non-hotel experiences you can buy to supplement a trip, and training programs for staff to help turn the hotels into "cultural gateways" rather than just places to stay.

Why it matters: As "winner-take-all" economies boost the ranks of high-net-worth individuals, luxury travel brands are competing for well-off travelers. Rosewood, which runs 41 properties (and has 35 more in the works), competes with names like Aman, Belmond, and Four Seasons.

https://youtu.be/O4wJAUSjGbc?si=tBPSCPwXX