Rosewood Mayakoba Celebrates Friendships with New Initiative: #RosewoodGirlfriends

September 24, 2018

Riviera Maya, Mexico (September 2018) - Rosewood Hotels & Resorts® today 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 at Rosewood Mayakoba, 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 planning 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 at Rosewood Mayakoba includes luxury private villa accommodations, daily in-villa continental breakfast, a private reserved beach cabana, private eco-tour, a $300 spa credit, a private chef-led in-villa cooking class, round-trip airport transfers, 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 ( . In keeping with Rosewood’s A Sense of Place® philosophy, Rosewood Mayakoba has also curated special experiences, such as a unique and fulfilling shaman ceremony at, that guests can incorporate into their package. 

Girlfriends will be pampered by their private butler and enjoy accommodations in a two- or three-bedroom villas that feature a residential layout with expansive living and dining rooms, private pools and Jacuzzis.  

Rosewood Conversations, the brand’s innovative digital content hub, will debut a special girlfriend getaway destination guide that offers tips for crafting the ultimate itinerary for different types of trips, including a beach vacation in Riviera Maya, a shopping excursion in Dallas, an outdoor adventure in Santa Fe, a wellness escape in Phuket, and a cultural and culinary tour in Paris. For more details, please visit

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

About Rosewood Mayakoba
Rosewood Mayakoba sits in the heart of a 1,600-acre resort enclave in the Riviera Maya. Built along winding lagoons and a mile-long arc of pristine beach, this oasis of indulgence offers 129 suites and seven private villas with plunge pools, rooftop sundecks, garden showers, individual docks and the finest in-room design and details. Resort amenities include a signature Greg Norman championship golf course, fine dining at Casa del Lago and Punta Bonita, Rose Buds® for children, and Sense® spa, which is designed around a cenote, one of the sacred water wells of the ancient Mayans, and sits on a private island. The resort is built to abide by the highest of eco-standards, offering indulgence with awareness, and has recently been awarded the Rainforest Alliance Certification. 

About Rosewood Hotels & Resorts
Rosewood Hotels & Resorts® manages 24 one-of-a-kind luxury properties in 15 countries, with 20 new hotels under development. Each Rosewood hotel embraces the brand’s A Sense of Place® philosophy to reflect the individual location’s history, culture and sensibilities. The Rosewood collection includes some of the world’s most legendary hotels and resorts, including The Carlyle, A Rosewood Hotel in New York, Rosewood Mansion on Turtle Creek in Dallas and Hôtel de Crillon, A Rosewood Hotel in Paris, as well as new classics such as Rosewood Beijing.