Case Study : Rosewood Hotels And Resorts Essay

1082 Words Dec 4th, 2016 5 Pages
Rosewood Hotels and Resorts have decided to take a step towards the future of their company, and are considering what it would look like to improve their customer loyalty, and possibly corporately branding themselves. Taking a closer look at the importance of a customer’s lifetime value, weighing all sides of becoming a corporate brand, and if that will create more loyal Rosewood customers can help them decide what steps to take next. Rosewood has immense amounts of potential to lead the race of luxury hotels, and making the correct business decisions will take them to the top.
Loyal customers are what keep companies in business. People naturally talk about negative situations before they talk about positive ones, so when someone has a bad experience in a restaurant or hotel, they will most likely tell five to ten of their friends. However, when someone has an enjoyable stay they will be more likely to come back again, and hopefully tell a few of their friends. Ritz-Carlton, “puts the customer lifetime value of a guest at more than $120,000,” which is an enormous portion of their revenue, especially if that customer walks out unhappy (Kotler, Bowen, Makens, & Baloglu, 2016, p. 21). The company loses not only that specific purchase, but an entire lifetime of sales. Creating loyal customers requires employees to take initiative in establishing relationships with the customers. When people feel important and as though they are a part of something, they will be more inclined to…

Related Documents