Rosewood Hotel Group just launched a rebrand and their new website is actually worth looking at.
New visual identity (green color scheme, refreshed logo) and a rebuilt site where you can book everything; rooms, restaurants, spa and activities, all in one flow. Reads more like a travel magazine than a hotel website.
How I see it?
1. The website sells a experience, not a room. You’re reading a story and can book right there.
2. They’re merchandising everything. Wellness programs, art installations, local partnerships, bookable like room upgrades.
3. They’re at 41 properties with interesting stuff coming: Courchevel mountain hotel with an Olafur Eliasson piece, Blue Palace Crete (2026), Red Sea (2026), Calistoga and Seoul (2027). Positioning hotels as cultural entry points, not just places to sleep.
Takeaways that you could test at your property:
– Make 3 signature add-ons bookable online with instant confirmation (late checkout, chef’s table, etc.)
– Add 100-word stories to key landing pages with booking links underneath
– Create a simple experience catalog your team can reference (photos, inclusions, pricing, availability)
– Track where experience bookings come from (basic UTM tags)
– Check if your website, signage, and printed materials actually match your brand guidelines
People want to book experiences, not just beds. Make it easy or they’ll book something else.
Is your website telling a story or just showing rooms?
