by Cheryl-Anne Sturken | December 01, 2007

Robert Boulogne
Robert Boulogne

Twenty-eight years ago, Rosewood Hotels & Resorts was a young start-up with just one property, the Mansion on Turtle Creek in Dallas. Today, with 21 luxury properties worldwide in its portfolio and several more in the negotiation pipeline, the Dallas-based hotel management company is betting its carefully grown brand is ready to flex its name and luxury reputation.

In October, as part of an official branding strategy, Rosewood’s chief operating officer, Robert Boulogne, announced that, moving forward, each of the company’s properties would carry the Rosewood name. “When you have only six or seven hotels, branding isn’t that relevant,” said Boulogne. “This effort is aimed at making it clear in the consumer’s mind that they are buying Rosewood’s promise of exquisite service, excellent food and beverage, and a sense of place.”

Currently, meeting and incentive business represents roughly 10 percent of the company’s revenue base and includes group buyouts at its Caribbean hotels, such as Caneel Bay, Jumby Bay and Little Dix Bay.

The company also is eyeing expansion. “Chicago, Los Angeles, London, Paris and Singapore are the obvious places where we feel we need a presence,” said Boulogne. On the resort end, access and exclusivity are the driving equation. Rosewood Telluride is set to open in Colorado in 2009, followed by Rosewood Costa Carmel in Guanacaste, Costa Rica, in 2010.

As the company grows -- it now has a sales team of 25 in regional offices -- so too will the size of its product. The current Rosewood property averages 90 rooms. “We would like to see that at 125-150 rooms, with more meeting space,” Boulogne noted.