Rosewood, the ever-evolving collection of remarkable hotels, resorts, and residences, today enters a new era of luxury, defined by personalized and immersive guest experiences, a digital transformation, and a reenergized brand identity. Long guided by its ‘sense of place’ philosophy, Rosewood has evolved from a luxury hospitality brand to a broader lifestyle forum - offering guests a deeper connection to people, place, and culture through discovery. As Rosewood enters its next chapter, every facet of the brand joins together on a journey to become driven by purpose.

Sonia Cheng, Chief Executive Officer of Rosewood Hotel Group, said: Evolving from our central philosophy, the new era of Rosewood places discovery at the heart of everything we do, creating experiences that nurture the stories, traditions, and people that make each place extraordinary. This is more than a refreshed identity; it is an invitation to our guests to be surprised by the unexpected, and touched by experiences that are both profound and personal.

Anchored in a commitment to become a brand driven by purpose, Rosewood is stepping confidently into a new chapter, where hospitality becomes a bridge to culture, curiosity, and connection.

Only at Rosewood, experiences for travelers seeking a profound connection to place

Since the brand’s inception in 1979, each Rosewood location has been built to celebrate the spirit of its locality and surroundings. By placing discovery at the heart of its identity, Rosewood curates an enriching program of on-and off-property experiences that blend heritage with innovation. From culinary journeys to cultural explorations, wellness escapes, and curated retail offerings, even the shortest of stays invite guests to uncover the stories that make each destination singular and unforgettable.

Iconic experiences are showcased at every property, including Rosewood Amsterdam, which celebrates Dutch artistic heritage with a curated collection of over 1,000 artworks, bridging the city's rich history with contemporary innovation. Curated tours and exclusive quarterly commissions, engage guests in an evolving art journey through a dynamic dialogue between past and present.

At Rosewood Miyakojima, guests can discover the roots of the island through conservation programs, led by marine ecology experts who protect nesting sea turtles and safeguard the marine environment. They can also learn the past traditions of local fishermen and their sustainable practices, be guided by masters in the art of handmade pottery or immerse themselves in spa rituals inspired by Okinawan healing techniques and botanicals.

Rosewood Mandarina, at the intersection of the jungle, beach, and mountains, provides a setting where nature, adventure, and tradition come together. Cultural immersion is woven into the experience: wellness rituals at Asaya Spa draw from indigenous healing practices, guests can join craft workshops with local artisans as well as enjoy guided hikes through ancient trails and uncover the secrets of the local flora, fauna, and historic petroglyph.

Beyond property journeys, dynamic retail partnerships and product lines bring the refreshed Rosewood experience to curious explorers, inviting them to curate a personal library of unique, artisanal pieces. From exclusive trunk shows to limited-time collaborations, these experiential activations and edits extend an unexpected lens into the destinations that the brand calls home.

Expanding with intention, growing a collection of remarkable destinations

With 41 hotels and resorts and a pipeline of exceptional destinations to follow, the portfolio has strategically expanded to uncover travel experiences that foster cultural richness, celebrate local practices and welcome an innovative approach to luxury.

From redefining Qatar's cityscape with Rosewood Doha's coral inspired mashrabiya, to revitalizing heritage sites such as Amsterdam’s Hall of Justice to become Rosewood Amsterdam, and the former U.S. embassy on London's Grosvenor Square – now The Chancery Rosewood – the new era of Rosewood is one defined by catalyzing the future of place;, elevating every stay, visit and experience to become a journey of uniquely tailored encounters with the world’s most captivating destinations.

As Rosewood evolves, new hospitality concepts will be unveiled, fostering deep connections to each distinct location. The strength of commitment to destination-led growth has already resulted in key property acquisitions that will further solidify Rosewood’s position as the brand of choice for those seeking deeper cultural connections.

The recently announced Rosewood Courchevel Le Jardin Alpin marks the brand’s first mountain retreat, set at the pinnacle of one of the world’s most celebrated ski destinations. Anchoring its connection to art and place, the lobby will feature an installation by renowned artist Olafur Eliasson - two crystalline structures suspended within mirrored walls and ceilings, creating the illusion of infinite snowflake-inspired forms. Rosewood Blue Palace Crete (2026), set between a charming fishing village and a picturesque port, will introduce a resort seamlessly woven into its surroundings. The property will feature 154 rooms and suites, with interiors that honor Crete’s rich culture and history, offering an oasis where guests feel deeply connected to the island. Rosewood Red Sea (2026) on Saudi Arabia’s Shura Island will unveil a resort designed in harmony with its desert and seascape setting. With 149 rooms and suites, the property will showcase local heritage and natural beauty, creating meaningful connections to the region’s culture and environment. Rosewood Calistoga (2027) in Napa Valley will present a cultivated hillside estate where wellbeing and rejuvenation take center stage. Spanning 118 acres of forested ridgeline, the resort and residences are inspired by the bounty of the land and the community who care for it. Rosewood Seoul (2027), comprising 250 rooms and seven dining venues beside Yongsan Park, will introduce a new expression of luxury rooted in Korean culture. The hotel will offer an urban sanctuary that reflects the city’s dynamic spirit and heritage.

Together, these upcoming destinations exemplify Rosewood’s commitment to creating experiences deeply connected to their unique locales.

The essence of a reimagined Rosewood expressed in a bold visual identity

Drawing inspiration from the worlds of fashion, art and culture, Rosewood’s refreshed new branding captures the spirit of contemporary elegance and global curiosity that characterizes the brand’s renewed interpretation of experiential hospitality. The evolution is distinguished by ‘Discovery Green’, a signature colorway inspired by the lush landscapes surrounding Rosewood’s collection of one-of-a-kind properties. Joined by a memorable new monogram, this visual identity will be expressed across all touchpoints, from digital platforms to the guest journey on-property.

Immersing community in the world of Rosewood

The changes will be immediately evident in the redesigned website and digital experience from today, offering an intuitive and visually striking reintroduction to the brand.

Rosewood’s new discovery-led site merges editorial storytelling with seamless functionality, creating a dynamic space where guests can be inspired and transact with ease. From immersive video content to shoppable experiences, the platform empowers users to curate their journeys — whether booking rooms, dining, spa treatments, or one-of-a-kind adventures, or exploring personal stories and insider encounters across Rosewood’s collection of destinations. This evolution reflects the shift from hospitality to lifestyle and expands the ways people can connect with the world of Rosewood.