Rosewood Hotels Threats Competition from other luxury hotels.

. Two groups of luxury hotel competitors considered corporate branded (ie. Ritz-Carlton, Four Seasons, St. Regis, One&Only, and Mandarin Oriental hotels) and collections of individually branded unique hotels (Auberge, RockResorts, and Orient Express) Imposing Rosewood brand could alienate some guests at the well established properties (ex. The Carlyle) Hotel managers more inclined to promote their individual hotel, may feel threatened in their autonomy to manage properties with corporate branding High marketing and operations cost associated with promoting the new branding to guests ($1million per year investment to implement corporate branding strategy) Weaknesses Very Low Brand Recognition (only think of individual hotels, not corporate Rosewood management) See quotes from customers on Branding Exhibit 7 low brand recall Brand-wide usage among guest untapped asset (only 5% of guests had stayed in more than one of Rosewoods properties) Showcasing/communicating Rosewood Brand to guest/potential customers