Rosewood Hotel Group launches campaign to grow presence in Asia

Rosewood Hotels & Resorts has launched a new global advertising campaign developed in partnership with creative agency Studio Dangin.

Thuy Tranthi Rieder, group vice president, sales and marketing of Rosewood Hotel Group told Marketing that new campaign aims to position the hotel group as a "luxurious and stylish innovator", as well as distinguish itself from other hotel brands, as the campaign features each destination’s culture and history "in an authentic, unique and tasteful way".

It is also part of the group's plan to grow presence in Asia and Europe, she explained.

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The campaign, which will be launched in September, is comprised of powerful photography and five short films that feature "The Rosewood Regulars" at Rosewood’s property in Paris, Hôtel de Crillon.

The photos and films focus on not the characteristics of the property, but the guest's personality, showcasing how the hotel group enables guests to be who they want to be, and encourages them to embody their most authentic self. Each story is then anchored by an adjective, including revolutionnaire (revolutionary), iconique (iconic), audacieux (audacious), diplomatique (diplomatic), and radical.

"Asia, particularly China, is a huge opportunity and source of growth for luxury travel, from both a macroeconomic and demographic perspective," Rieder said.

"To have properties in this part of the world is essential to establishing our brand. We are also seeing very good opportunities where developers are looking for new partners in the luxury segment."

OTAs might play a role, but it's not the only channel

Rieder said online travel agents (OTAs) are one important part of the group's partner ecosystem, but their contribution to the overall business varies from market to market, depending on local customer habits.

"For example, our property in Abu Dhabi has quite a strong OTA market coming out of Saudi Arabia. On the other hand, we see a lower percentage in the U.S. and Western Europe. We also observed that many people looking at ultra-luxury experiences tend not to book through OTAs. They want to speak to someone and want firsthand information; they want to make sure they are going to get that same villa and that specific spot on the beach."

Digital will become increasingly significant

Speaking on the right channels he would use to blast the campaign, Rieder said the group will encompass both print and digital advertisement placements in global publications.

"When it comes to research on where to go, where to stay and what to do, people these days tend to look at many sources for information before they make a decision. These include websites, travel commentary portals, social media, traditional media and, of course, friends' recommendations and insights," she explained.

"Therefore, it’s important for us to be able to establish different touchpoints with our customers and ensure we are continually engaging with them. Without a doubt, digital is an increasingly important part of our channel mix," she added.

Addressing that the group has successfully entered Beijing in 2014, Rieder said they will open four properties this year, and five more properties over the next two year, including Guangzhou, Bangkok, Hoi An, Siem Reap, and Hong Kong, which is set to occupy 27 floors of Victoria Dockside in Tsim Sha Tsui, adjacent to the Victoria Harbour waterfront, offering 398 guestrooms and 199 Rosewood Residences.