Rosewood launches new campaign to prioritise bespoke experiences

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Moving away from traditional notions of luxury, Rosewood Hotel Group is shifting towards a stronger focus on cultural connection and personal, meaningful experiences. The revamp comes with a new visual identity that features a distinctive monogram and colour inspired by nature called “discovery green” that’s visible across its digital and physical spaces.

The brand has long celebrated the uniqueness of each of its 41 (and counting) destinations, but the new direction further prioritises offering genuine cultural immersion by inviting its guests to engage more profoundly with each destination’s culture and environment.

At several existing properties, Rosewood is already deepening guest experiences with activities that connect travellers with their surroundings, such as marine ecology lessons at the Rosewood Miyakojima in Okinawa or indigenous healing practices at the Asaya Spa at Mexico’s Rosewood Mandarina.

The emphasis on cultural connection is further displayed in upcoming openings like the Rosewood Courchevel Le Jardin Alpin. The new property will open its doors in December and feature art installations by Olafur Eliasson, which celebrate the location as a renowned ski retreat. In 2026, the Rosewood Blue Palace in Crete will merge the island’s coastal heritage with modern luxury aesthetics, while Rosewood Calistoga in California’s Napa Valley, sprawled across 48 forested hectares, will focus on wellness and connection to the land.

“The new era of Rosewood places discovery at the heart of everything we do, creating experiences that nurture the stories, traditions and people that make each place extraordinary,” says Sonia Cheng, CEO of Rosewood Hotel Group. “It’s an invitation to our guests to be surprised by the unexpected and touched by experiences that are both profound and personal.”

Part of the new branding also includes a revitalised website that allows visitors to view immersive editorial content, shop curated products and book bespoke hotel experiences, from spa treatments to excursions.

The hotel group’s rebranding allows it to offer more than luxury accommodation but also foster culture, curiosity and meaningful connection – qualities that are attractive to the new breed of travellers who are seeking experience-led getaways rather than just luxurious ones.