Celebrating Change at Rosewood
Last week, Rosewood’s Hong Kong flagship celebrated a significant milestone, claiming the top ranking in The World’s 50 Best Hotels for the first time. This honor is a testament to their exceptional service and luxury experience.
However, Rosewood is not resting on its laurels. The hotel group recently announced a bold rebrand, transitioning from merely providing hospitality to becoming a cultural lifestyle brand. This change includes a fresh logo, a new color called “discovery green,” and a line of branded sleepwear and bedding.
In an insightful chat, Joanna Gunn, Rosewood’s Chief Brand Officer, shared the motivation behind this rebranding. She noted that luxury is evolving. Consumers today lean more towards unique experiences rather than material possessions. “What we’re seeing is a shift towards experience collectibles,” she explained.
This rebranding means more than just a new look. It’s about embedding a culture of creativity, sustainability, and community within their operations. Gunn emphasizes that the goal is to create a deeper connection with guests, allowing them to explore local cultures and curiosities.
Interestingly, recent data supports this trend. According to a report by McKinsey, 70% of luxury consumers prioritize experiences over products. This aligns perfectly with Rosewood’s vision to become “curators of discovery” in their hotels.
Rosewood has always respected its history. For instance, the newly opened Rosewood Amsterdam occupies the historic Palace of Justice, built in 1665, while other properties, like Rosewood Schloss Fuschl, are set in centuries-old buildings. This blend of old and new aims to create a unique experience for guests.
Looking forward, Rosewood is committed to sustainability. Their upcoming properties, such as Rosewood Amaala in Saudi Arabia, will focus on regenerative experiences and renewable energy. This direction reflects a growing trend in hospitality, where conscious luxury is becoming more sought after.
Gunn also mentioned how important it is to weave the hotel experience into the destination’s culture, stating, “We want each property to be a postcard of the local surroundings.” For example, Rosewood Mandarina in Mexico showcases the artistry of Indigenous cultures, blending local heritage with the hotel experience.
In conclusion, Gunn emphasizes that this rebranding is a unified effort toward enriching both people and places. It involves everyone at Rosewood in shaping a journey that guests will cherish. As the landscape of luxury continues to change, Rosewood stands ready to lead the way with purpose and authenticity.
For more insights into the future of luxury hospitality and its commitment to sustainability, check out the latest findings from McKinsey here.
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Hong Kong,Lifestyle
