– Written primarily based on insights from Lucy Werner, Chief Commercial Officer at Rosewood Hotel Group

In a strategic move to further enrich its portfolio, PureLuxe's preferred partner, Rosewood Hotels and Resorts is embarking on an extraordinary journey into the mesmerizing landscapes of New Zealand. Admired for its cinematic beauty, New Zealand unfolds as a destination of unparalleled beauty, showcasing a remarkable blend of mountains, coastlines, forests, and plains. From the majestic peaks of the Southern Alps to the tranquil fiords and pristine beaches, Rosewood carefully captures New Zealand's spellbinding views with the additions of the Robertson Lodges – Rosewood Kauri Cliffs, Rosewood Cape Kidnappers and Rosewood Matakauri, providing an idyllic canvas for its prestigious guests.

Ahead of Rosewood’s most-awaited debut, we chat with Lucy Werner, Chief Commercial Officer at Rosewood Hotel Group to get exciting insider details. This exclusive interview provides intriguing insights into the brand's expansion strategy, offering a glimpse into their careful planning and the distinctive experiences that await the most discerning travellers.

PL: What are the key reasons for Rosewood's expansion into New Zealand?

Lucy Werner: We take great care in identifying new destinations and projects are thoughtfully curated to ensure they align with our brand philosophy and vision, providing the proper canvas for the type of hospitality experience Rosewood is known for. We believe that New Zealand is a perfect addition to our distinct collection of heritage and newly built properties that resonate with our travellers and brand.

PL: How does New Zealand fit into Rosewood's global strategy?

Lucy Werner: New Zealand strategically fits into Rosewood's global expansion plans, providing a unique and diverse destination choice for discerning travellers. The addition of Robertson Lodges to the Rosewood collection aligns with the brand’s commitment to embracing and celebrating the authenticity of each destination's culture. These resorts, set against the backdrop of New Zealand's stunning landscapes, perfectly harmonize with Rosewood's ethos of offering exceptional experiences in unique and captivating locations.

PL: How will Rosewood differentiate itself from other luxury lodges in New Zealand?

Lucy Werner: We have already commenced elevating service levels and implementing various material improvements across the properties. A focus on innovative food and beverage, with less reliance on the all-inclusive model, will introduce variety—a departure from the formula that can become repetitive throughout the country. The tweaks in interior design and the presentation of associates are already noticeable, and the refreshed amenity offerings are being well received. The global mindset and clear vision are exciting for associates and will be evident to our guests, who often incorporate a range of properties into their New Zealand itineraries.

PL: How will Rosewood's expansion into New Zealand impact its global business?

Lucy Werner: Rosewood's expansion into New Zealand will strategically enhance our global business by adding a distinctive geographic region to our portfolio. The inclusion of the three resorts aligns with the brand’s commitment to cultural preservation and offering guests immersive experiences in New Zealand's rich heritage. This move not only appeals to travellers seeking luxury experiences but strategically positions Rosewood in a new market.

PL: What are some of the unique challenges and opportunities for the Rosewood group in expanding into New Zealand?

Lucy Werner: As the first major brand to establish itself in the New Zealand market, the opportunity to reshape the market here is exciting. Breaking any mould is always challenging but ultimately rewarding. This trio of properties has often shaped the direction of the premium sector in the country and we see this as the next step in the evolution, weaving the unique culture of New Zealand into our Sense of Place story. We also look forward to introducing the Rosewood brand and portfolio to well-travelled Kiwis and Australians who regularly visit these shores and introduce them to incredible properties around the world.

On a more global level, we unveil a labyrinth of how Rosewood’s entrance into New Zealand’s geography fits right into the plan.

PL: Rosewood is one of the fastest-growing global luxury brands. How does NZ fit into this plan?

Lucy Werner: New Zealand strategically fits into Rosewood's global expansion plans, providing a unique and diverse destination choice for discerning travellers. The addition of Robertson Lodges to the Rosewood collection aligns with the brand’s commitment to embracing and celebrating the authenticity of each destination's culture. These resorts, set against the backdrop of New Zealand's stunning landscapes, perfectly harmonize with Rosewood's ethos of offering exceptional experiences in unique and captivating locations.

PL: What are some of the challenges with growing a brand so fast, and how is Rosewood addressing them?

Lucy Werner: There are several challenges involved in growing any brand; however, we firmly believe that success lies in crafting the right concept and consistently delivering experiences that resonate with our affluential explorers. Through meticulous planning and our dedication to our vision, Rosewood is addressing these challenges head-on to ensure that each new opening contributes positively to the brand's overarching success.

PL: What are some other openings that Rosewood is excited about?

Lucy Werner: Next year marks an exciting period for Rosewood, with several remarkable openings. Among these is Rosewood Miyakojima, signifying Rosewood’s entry into Japan and expanding our presence in Asia-Pacific. Rosewood Amsterdam will also debut, promising to bring the brand's signature ‘A Sense of Place®’ philosophy to the heart of the Netherlands. Additionally, Rosewood Doha will elevate the luxury lifestyle offering in the vibrant city of Doha. Finally, Rosewood Schloss Fuschl, our second property in Austria, follows in the footsteps of the successful opening of Rosewood Vienna last year, contributing to Rosewood's commitment to delivering unparalleled experiences in captivating destinations worldwide. Each of these openings reflects the brand’s dedication to providing distinctive and exceptional experiences in culturally rich and iconic locations.

PL: What's the role of Rosewood Elite Agents in helping to grow the brand?

Lucy Werner: Our industry partners worldwide have always been the best ambassadors for our properties. While we have a loyal and vocal following globally, the Rosewood Elite agency network is second to none in terms of quality and inspires their clients' journeys. The sheer reach of the Rosewood Elite Agent ranks is staggering and will expose not only these three iconic properties but also New Zealand to travellers ready for new experiences.

 As Rosewood unfurls its wings over New Zealand, it marks not only an expansion but a celebration of cultural diversity and immersive luxury. With a vision to reshape markets, introduce unique experiences, and connect with global travellers, Rosewood Hotels & Resorts continues to carve its path as one of the fastest-growing luxury brands, inviting discerning travellers on a journey of unparalleled elegance and discovery.

Experience the splendour of New Zealand and benefit from our unique partnerships when you stay at the Rosewood-Robertson Lodges. For more details and to book your trip, Contact Us.