Hospitality Brand Management, Marketing, Advertising, PR, and other fortuitous thoughts.

What is The Ritz Carlton Reserve Brand?

Jul 20, 2011
Photo Courtesy of The Ritz-Carlton Hotel Company  
With recent news of the second Ritz Carlton Reserve property set to open in December 2012 as the Dorado Beach, a Ritz Carlton Reserve in Puerto Rico, the question is:  What is the Ritz Carlton Reserve Brand?

The announcement of the brand came in 2007, when it was described as:

A departure for Ritz-Carlton in size and scope, The Reserve brand will feature signature, one-of-a-kind boutique resorts located in choice settings, each with a distinctive personality and sense of place... The Reserve brand will be distinguished from other award-winning Ritz-Carlton resorts by offering guests' exotic, hand-selected "hideaway" destinations; a relaxed, casually elegant atmosphere; and an even greater level of individualized service through a higher staff to guest ratio. (source)

In short, this is a brand extension of smaller hotels (around 100 rooms), distinct destinations, and higher level of service.   Today's description has not changed much, although there is a bigger emphasis on sustainability.  The brand currently has one hotel in operation, The Phulay Bay A Ritz Carlton Reserve in Krabi, Thailand.  Two other future developments have been announced:  one in Binh Dinh, Vietnam and a second in Los Cabos, Mexico.

Interesting to note is that each property will have its individual name + logo , and will simply attach "A Ritz Carlton Reserve" at the end of it.  From a customer point of view, this highlights the hotel's individuality, personality, and services.

For hotel owners/developers, does this mean that there is a lower management fee compared to a typical Ritz Carlton given the discreet Ritz branding?  Not a lot of information available on the Marriott Development site about this.


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Hospitality Brand Management, Marketing, Advertising, PR, and other fortuitous thoughts.


This blog does not represent the thoughts, intentions, plans or strategies of my employers or clients. It is solely my opinion.