Page 232 - The New Gold Standard

PRINCIPLE 5: LEA VE A LASTING FOOTPRINT
shows the innovation of the leadership. By creating an exclusive
resort option, which takes the traditional resort hotel experience
to the next level, leadership has partnered with us to provide op-
portunities that allow for even greater individualized experiences
for guests. The Reserve captures the essence of unique and per-
sonalized service in a brand extension that is a truly one-of-a-
kind destination.”
Ritz-Carlton President Simon Cooper shares some of the
ways the Reserve properties will differentiate themselves from
other Ritz-Carlton offerings: “Reserves are smaller than our typ-
ical resorts. They are low-rise buildings and specifically designed
with transient leisure travelers in mind.”
Leadership’s focus on producing memorable and unique
properties reflects their commitment to produce relevant brand
extensions that meet and exceed the current desires of luxury
travelers in all market segments.

STRIKING GOLD

D When considering new products or expansion opportunities
for your brand, have you explored the perceptions of your
customer base?

D What product or service offerings would stretch the elastic-
ity of your brand?
D How can you best position your products or services to
strengthen your overall brand, while driving your customers
from one business offering to the next?

C From Quality Excellence D
to Excellence in Training

Ritz-Carlton also extended its brand and the overall reputation
of the company in its response to internal and external training

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