Rosewood Hotels & Resorts Celebrates Friendships With New Brand Initiative: #RosewoodGirlfriends

September 28, 2018

Rosewood Hotels & Resorts® announces the launch of #RosewoodGirlfriends, a new brand initiative that celebrates lifelong friendships and the ways in which they are enriched by travel. The program includes an Ultimate Girlfriends Getaway offer as well as specially curated local experiences at city and resort destinations globally.  Additionally, to inspire travelers to embark on their own girlfriend getaways, Rosewood is creating a custom guide to plan the perfect trip in five unique destinations on the brand’s interactive digital platform, Rosewood Conversations.

#RosewoodGirlfriends is brought to life with an integrated activation campaign including new creative executions from the brand’s global Rosewood Regulars advertising campaign, which also debuts today and was developed in collaboration by Studio Dangin and continues the campaign first introduced in 2017. Shot on location at Rosewood Mayakoba, the latest campaign is comprised of striking photography and short videos featuring women celebrating their friendships with one another, the campaign depicts the special relationships that can be born and strengthened through shared travel experiences. In a distinctly modern and stylish approach, the campaign highlights Rosewood’s unique ability to curate meaningful experiences for any group of friends.

“Travel has a profound ability to enhance even the strongest of relationships by providing a roadmap to shared and sincere moments and memories,” says Thuy Tranthi Rieder, chief marketing officer of Rosewood Hotel Group. “With the launch of our Rosewood Girlfriends program, we hope to encourage our affluential explorers to take the time to reconnect with one another through meaningful travel.”

The campaign follows the launch of the brand’s innovative advertising campaign in August 2017, which introduced the “Rosewood Regulars”, a diverse and sophisticated group of musicians, fashionistas, families, influencers, taste-makers and culture mavens from all walks of life that represent the brand’s most loyal clientele and today’s modern traveler. The Rosewood Regulars campaign celebrates the brand’s most valued asset – its guests – for whom experiences are the most precious commodity and whose wealth is measured in freedom.

The Ultimate Girlfriends Getaway Package is available at Rosewood properties globally and includes accommodations in a variety of multi-bedroom suites and villas, a welcome bottle of champagne, a $250 spa credit, and a set of exclusive benefits and services from the global luxury fashion and lifestyle platform, Farfetch, which includes a $300 gift certificate and an instant upgrade to the Private Client status on the platform ( Typically reserved for their most valued clients, Rosewood Girlfriends will have access to a wide range of Private Clients-only benefits which includes personal styling advisory - perfect for putting together a getaway-inspired wardrobe. In keeping with Rosewood’s A Sense of Place® philosophy, each property has also curated special experiences, such as a private meeting and studio tour with the creative directors of Veronica Beard at The Carlyle, A Rosewood Hotel, a unique and fulfilling shaman ceremony at Rosewood Mayakoba and an Asaya wellness journey at Rosewood Phuket, that guests can incorporate into their package.

Gather your favorite girls for a rejuvenating weekend at Rosewood Beijing, filled with luxury and impeccable style. Spend two nights in a spacious, beautifully appointed suite including a chic pajama party filled with stylish surprises. Revitalize with a CNY1,600 credit toward treatments at Sense, A Rosewood Spa along with a private Black Gold Afternoon Tea experience for two filled with champagne, caviar, and much more.

The celebration of friendship will also be brought to life on social media, where Rosewood will engage its community of active fans and followers, encouraging them to share their favorite photos, videos, and memories of girlfriend getaways, past and future, using the hashtag #RosewoodGirlfriends and #RosewoodCelebrations. Rosewood will share this community content across its social channels, as well as inspirational imagery produced exclusively for the initiative at various Rosewood properties around the world.

The campaign and short films can be viewed on


About Rosewood Beijing 

The 282-room ultra-luxury Rosewood Beijing, located in the Chaoyang District opposite the iconic CCTV Tower, is the first China property for Rosewood Hotels & Resorts® and is styled in tribute to Beijing’s heritage where ancient meets modern. The hotel features six restaurants and lounges including Bistrot B and Bistrot B Lounge • Bar, RED BOWL stylish hot pot restaurant, MEI bar, Country Kitchen and The House of Dynasties Chinese restaurant. Meeting and function space, totaling 2,750 square meters, includes a pillar-less ballroom and the Pavilion residential-style event venue.  The Manor Club is a sophisticated and exclusive access executive lounge. The first Sense, A Rosewood Spa in Asia features an indoor swimming pool, gym and yoga studio. 

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