Resonance Interviews Rosewood President Radha Arora on Thought Leadership, Expansion and The Future
A luxurious sense of place has contributed to the global success of Rosewood Hotels and Resorts for 37 years. And while expansion into China in 2014 showed foresight that established Rosewood as a leader in hotel development, it is the way the company leverages its positioning that makes it a global thought leader in the industry. The Resonance 2016 Luxury Travel Report shows that unique experiences and the opportunity to learn new things are two of the driving forces behind today’s luxury traveler, and Rosewood’s “A Sense of Place Journeys” allow Rosewood customers to do both, deepening the relationship.
Resonance spoke to Rosewood President Radha Arora to learn more about the Rosewood focus on experiences, its expansion into Asia and how it evolves with its worldly, sophisticated customers.
Resonance
Our research shows that learning something new is important to the top 1%. What does Rosewood do to engage its curious and creative clientele?
Radha Arora
At Rosewood, we pride ourselves on curating unique experiences that are authentic to the destination in keeping with our core philosophy of “A Sense of Place”. Many of the activities that we offer give guests the opportunity to learn a new skill that speaks to the locale. At Rosewood Castiglion del Bosco, for example, guests can learn how to sow and plant a vegetable garden and then cook typical Tuscan dishes with the vegetables they’ve harvested. At Rosewood Inn of the Anasazi, spirits enthusiast can also learn brewing techniques from Santa Fe Spirits, which is a famous local distiller. We also recently introduced the “Sense of Taste” program at several of the properties, which takes guests on an immersive culinary journey. At Rosewood CordeValle, for example, guests are invited to partake in a two-day winemaker’s experience where they can create their own blend of wine.
Resonance
Our research shows that wealthy travelers are twice as likely to visit Asia compared to U.S. travelers in general, and Rosewood will soon have more properties in Asia than America. Are these new hotels and resorts designed to cater to your current U.S. audience or a new Asian clientele and, if so, what’s different about catering to the Asian luxury market vs. the U.S.?
Radha Arora
It’s an incredible time of growth and expansion for Rosewood Hotels & Resorts, and Asia is one of our key markets. Following the enormous success of Rosewood Beijing’s opening in October 2014, we look forward to continuing to expand in the region with an additional 10 Asian properties in the pipeline: Phnom Penh, Guangzhou, Sanya, Bangkok, Phuket, Jakarta, Siem Reap, Clearwater Bay, Luang Prabang and Tanah Lot, Bali. Our guests are sophisticated global travelers, so we don’t cater specifically to a U.S. audience or a new Asian clientele. Rather, we focus on designing our hotels to suit the needs of discerning, world travelers.
Resonance
Our research shows that health, fitness and wellness is extremely important to the top 1%. Is Rosewood doing anything new to cater to this burgeoning trend?
Radha Arora
Rosewood has made it a priority to cater to travelers’ desire to stay active and healthy while on vacation or on the road. We’ve recently launched new meditation programming at several of our properties, including Rosewood Little Dix Bay and Jumby Bay, A Rosewood Resort. With our everyday lives becoming more and more hectic, the concept of mindfulness is increasingly important and travelers want to make the most of their time away.
Resonance
More and more wealthy travelers are vacationing in groups with friends. Is this a consideration in the design of your new hotels (e.g. more suites) or are there examples of programming or amenities you’ve created that foster “togethering” or multi-generational experiences?
Radha Arora
We’re seeing an increasingly robust demand for suite and villa accommodations over the last few years. Guests are traveling with their families or large groups of friends, and they want to stay somewhere where they can all be together under one roof. Rosewood has responded to this demand by growing our percentage of larger suites, villas, and residences. Rosewood San Miguel de Allende, for example, features a collection of seven residences which were built for hotels guests only, and Rosewood Castiglion del Bosco boasts 10 stunning villas which are refurbished 17th and 18th century farmhouses. Las Ventanas al Paraiso, A Rosewood Resort in Cabo, also recently built and opened 12 stunning new Signature Villas. And Rosewood London debuted 44 suites when the hotel debuted in 2013. This is a trend that will continue with our forthcoming openings.
Resonance
What other trends do you think will influence the future of luxury travel?
Radha Arora
The importance of technology and its increasing prevalence in every aspect of our lives will continue to be a major trend in luxury travel. Throughout the industry, there has been an emphasis on incorporating the latest technology into every amenity and offering. At Rosewood, we have made sure to update our offerings in ways that complement this new connectivity in thoughtful ways. At the same time, we’ve realized that the opportunity to “unplug” is perhaps the greatest luxury of all.
To learn more about the preferences and destination trends of the top one percent and five percent of U.S. luxury travelers, you can purchase Resonance’s 2016 U.S. Luxury Travel Report.
