KHOS – a brand new hospitality concept of Rosewood Hotel Group

  The Rosewood Hotel Group manages three brands: Rosewood Hotel & Resorts, New World Hotels & Resorts, and KHOS. The Rosewood collection includes ultra-luxurious properties located in the world’s most desirable destinations reflecting the individual location’s history, culture, and sensibilities. New World Hotels offer a full range of amenities and services, including restaurants, business services, and extensive meeting facilities, mostly in China and Southeast Asia. KHOS is a brand-new hospitality concept that combines tastefully designed guest rooms and free-flowing social hubs where local residents and travelers are invited to explore, collaborate, and recover the vibrant local culture (Rosewood Hotel Group, 2021a). The brand focuses on a total re-imagination of the hotel as “a place where work and play, productivity and wellbeing enhance one another” (Rosewood Hotel Group, 2021). “KHOS are designed to cater to the needs of the new generation of travelers who are constantly on the move and crave places to stay that understand, mirror, and support their dynamic lifestyle,” said Sonia Cheng, CEO of Rosewood Hotel Group (Hotelbusiness, 2021). KHOS currently has three properties in China. The brand also aims to expand to high-profile urban locations such as Los Angeles, New York, Mexico City, London, Berlin, Dubai, Bangkok, Hong Kong, and Tokyo (Rosewood Hotel Group, 2021b). If you were the Corporate Director of Marketing for the KHOS brand, how would you use a marketing communication mix to connect with your target customers? In order to make well-justified recommendations, you need to: Provide an overview of the brand characteristics and positioning of KHOS. Describe the characteristics of KHOS’s potential target customers. Explain with justifications why they are the appropriate target customer group(s). Propose marketing communication tactics that are relevant at each stage of the customer journey. You may click HERE for a simple explanation of the customer journey in a hotel context (GCH Hotel Group, 2021). Describe the objectives of the marketing communication tactics and explain with justifications the type of content and media (digital and non-digital) that would be most effective to reach the customers during each stage of the customer journey. References GCH Hotel Group (2021). The hotel business along the customer journey. Retrieved 24 February 2021 from https://www.gchhotelgroup.com/en/newsroom/blog/customer_journey/3258?rel=/en/newsroom Hotelbusiness (2021). Khos by Rosewood Hotel Group Shares its Latest Brand Snapshot. Retrieved 24 February from https://www.hotelbusiness.com/khos-by-rosewood-hotel-group-shares-its-latest-brand-snapshot/.