DALLAS? While looking for expansion opportunities both in the United States and overseas, Rosewood Hotels and Resorts remains focused on what has made it so successful? details and cutting edge luxury services. The luxury resort operator, now with 14 hotels in its portfolio, ?is focusing more and more every day on small details? to bring the latest in fine luxury amenities to its customers, said Jim Brown, president/CEO. This is true even as the renowned hotel operating company searches for potential candidates to sign to its portfolio, which Brown said is one of the most challenging aspects of the business today. ?We are finding it hard to locate enough product to expand our company. We are ready from a capital standpoint to expand by acquisitions globally. But finding the right caliber of product is challenging,? Brown said. By the end of this year, the company is expected to have 16 properties in its management portfolio; a total of 25 are anticipated by the end of 2002. In Europe, Brown said that Rosewood will likely take the stance of purchasing existing independent family-owned hotels that have equity in their names, but can benefit from Rosewood?s operations experience. Many of the hotels in Europe that are under consideration are small in size, however, which can turn out to be an advantage because they often draw higher rates and larger profits, he said. Also look for Rosewood to gain a presence in Asia in cities such as Hong Kong, Tokyo and Seoul. As for the United States, Brown indicated that it was more likely that many of the properties added would be through new development. More than half of the deals, 60% to 70%, completed over the next few years would be new-builds, he said, ?especially if the economy doesn?t slow down.? Cities targeted for expansion in the U.S. include New York, Los Angeles, San Francisco and Chicago. With 20 years of experience and success stories such as the landmark Mansion on Turtle Creek in Dallas as part of its history, it is safe to assume that Rosewood knows how to run ultra-luxury properties. Delivering the latest in services and amenities on a high quality level is key to that success, said Brown, and something that the company prides itself on even today. For example, one of Rosewood?s newer properties in Sonoma, CA offers cooking rooms attached to meeting rooms, where guests can prepare meals or watch chefs cooking. In addition, many of the 117 guestrooms feature 50-bottle capacity wine racks that are stocked with boutique wines for guests? enjoyment. Cutting-edge spa treatments are also made available at the property?s 25,000-square-foot spa and are updated often to stay current. Employee Training On a corporate level, Rosewood keeps its employees informed and well trained via new enrichment centers, a concept that combines training and well being for employees. These new facilities are being introduced at all hotel locations and offer interactive computer training programs in a relaxing environment. ?The programs are available for everyone from entry level to general manager and are designed to help retention and ultimately, guest service,? said Brown, who described the programs as ?interesting stories in which lessons are learned.? Recently, 12 Rosewood hotels attained membership in The Leading Hotels of the World. The Rosewood properties affiliated with Leading Hotels are now officially represented under the LW code in Leading Hotels? reservations network and will be marketed as part of its 315 global network of luxury properties.
