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Rosewood Hotel CEO Demands 'Sense of Place' in Each Property

Madhu Unnikrishnan

Photo Credit: Rosewood Hotel Group CEO Sonia Cheng (left) speaking with Skift Asia Editor Raini Hamdi at Skift Forum Asia on May 27, 2019. Cheng  Skift / Richard Lai

Skift Take

An ambitious expansion strategy won't stop Rosewood from tailoring each of its 21 planned properties to the cities they're in. CEO Sonia Cheng says localization is a critical differentiator for Rosewood. Cheng talked about bringing a sense of place to each of the Rosewood properties.

With 21 properties in its development pipeline, Rosewood Hotel Group maintains it will bring a “sense of place” and a “bespoke sensibility” to each hotel, CEO Sonia Cheng said at Skift Forum Asia in Singapore on Monday. The key to maintaining these standards is managing the pipeline to a few hotel openings a year. This gives the company time to ensure each hotel accurately reflects the city it is in and brings that city into the pr

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