dear valued assoc iate ,

I am pleased to welcome you as you become part of Rosewood’s culture.

At the heart of all great brands is a clear sense of purpose — a singular focus which connects and guides us towards a common goal. This internal compass gives clarity, understanding and firm direction to our journey every day.

Our compass — our Brand DNA — is the core of who we are. Our foundation is not built on what we say about ourselves, but on what each of us does and the way that we do it — how we build our relationships with our guests and each other.

We must commit to Rosewood’s strong culture — a culture that we can all be proud of and share with each other and the communities we serve.

The content of this Rosewood Culture booklet is our guide and our inspiration — a blueprint as Rosewood moves forward into its exciting and limitless future. I would like to thank you in advance for your efforts and dedication in helping us achieve even greater future success.

Sincerely,

Sonia Cheng

Rosewood Hotel Group

i t i s s a i d t h a t l i f e i s a j o u r n e y.

w e b e l i e v e t h a t e a c h l i f e i s m a d e o f m a n y j o u r n e y s .

i n s p i r a t i o n , w o n d e r m e n t, c o m m e r c e , c u r i o s i t y, o r

t h e s i m p l e j o y o f d i s c o v e r i n g s o m e t h i n g n e w e v e r y d ay.

l i k e n e d t o t h e i n s p i r a t i o n s a n d t i m e l e s s s t o r i e s o f l e g e n d a r y

j o u r n e y s p a s t, l i f e i s a c o l l e c t i o n o f m a n y r o a d s ,

e a c h o u r v e r y o w n , l e a d i n g t o t h e d e s t i n a t i o n o f o u r i n d i v i d u a l

d r e a m s , a m b i t i o n s a n d u l t i m a t e c o m f o r t.

r e l a t i o n s h i p h o s p i t a l i t y

At the heart and soul of our culture and core philosophy is Relationship

Hospitality. We believe that true hospitality is in the nuturing and building

of strong relationships with each other, our guests and our communities.

We do this by recognizing and valuing each other on a personal level, under-

standing individuality and respecting differences. We do this by recognizing

that hospitality is not only about buildings, products and design, standards

and efficiencies—it is about people. We do this by recognizing our guests’

individual needs, engaging them with warm and genuine service, delivered with

passion and dedication on a day-by-day basis. We do this by recognizing that

true wealth originates from our relationships with our guests, our colleagues

and our communities.

b y b u i l d i n g t h e s e b o n d s w e n u rt u r e t r u s t , f o r t r u s t i s t h e v e ry f o u n d at i o n

o f b u i l d i n g a r e l at i o n s h i p, p e r s o n b y p e r s o n . i t i s a p r i c e l e s s va l u e w h i c h

c a n n o t b e b o u g h t o r s o l d . i t i s t h e v e ry h e a rt o f h o s p i t a l i t y, a s p e o p l e

a r e t h e v e ry c e n t e r o f o u r b u s i n e s s . w i t h o u t t h e s e f u n d a m e n t a l p r i n c i p l e s

w e d o n o t h av e a b u s i n e s s .

— t h e p r i n c i p l e s w e l i v e b y a r e i n s p i r e d b y t i m e l e s s va l u e s —

fa m i lyWe treat our guests and associates with the warmth and friendliness of an extended family.

c o m m u n i t yWe commit ourselves to the ideal of sharing and giving, and show care and responsibility for the environments in which we operate.

r e s p e c tWe demonstrate the respect and courtesy to others that we wish for ourselves.

h u m i l i t yWe serve ourselves by first serving others. We approach life with a sense of gratitude rather than entitlement.

i n t e g r i t yWe uphold the highest level of honesty and fairness in all our relationships.

ow n e r s h i pWe contribute to and take personal responsibility for the financial success of the company.

l e a r n i n gWe dedicate ourselves to constantly evolve our skills, our practices, our standards and our technologies. We move forward by never standing still.

c e l e b r at i o nWe delight in our successes and our individuality.

o u r b r a n d

Rosewood is about personal journeys and discovery for our guests. These

journeys are created by exquisite experiences of culture, nature and personal

service. Our hotels and resorts are intuitive expressions of the souls of their

respective destinations.

t h r o u g h o u t t h e p r o p e rt y, t h r o u g h o u t t h e s t ay, g u e s t s a r e s u r p r i s e d

a n d c h a r m e d w i t h s u b t l e , n o n c o n v e n t i o n a l , y e t e x q u i s i t e e n h a n c e m e n t s

t h at a r e l o c a l ly r e l e va n t a n d c u l t u r a l ly e n l i g h t e n i n g . e a c h r o s e wo o d

p r o p e rt y i s d e s i g n e d t o b e a “ l i v i n g c a n va s ” c e l e b r at i n g a rt i s t ry i n e v e ry

f o r m , wa i t i n g t o b e d i s c ov e r e d b y e a c h g u e s t .

o u r b r a n d c h a r a c t e r

Our brand character is our unique style, and it relates to every aspect of the

guest experience: our product, our processes, our architectural and interior

design, our identity, our marketing and, most importantly, our people. It

shapes the way we do things, and is at the center of what differentiates us

from our competitors.

d i s t i n c t i v eAnyone or any place can be different. But an entity that is distinctive is notable, uncommon and admired. Any distinctive person or environment will always stand out from the crowd and naturally engage and intrigue.

c u l t u r e dCultured people are passionately interested in the finest expressions of art, the lessons of history, the beautiful variety of world views and peoples. They are open-minded and curious, embracing knowledge and different perspectives. Their surroundings reflect authenticity, purity and richness in heritage.

t i m e l e s sThe best values are pure and ageless. They are enduring and transcend the seconds of the clock or days of the calendar. Rather than simply conforming to the latest trend or passing fashion, timeless qualities tap in to our deepest ideals, finest aesthetics and highest standards.

s o p h i s t i c at e dSophistication is not a by-product of wealth. It is about the valuable, not just the expensive; the exceptional, not the pretentious. It is an environment that enhances and enriches all those who enter it. It is about people who are informed, have excellent taste and recognize quality.

t h e w a y s w e w o r k

I N T U I T I V E . We instinctively anticipate the needs and desires of others.

By embracing our intuitive nature, we are better able to create memorable

moments of delight and discovery, individually tailored to all those we encounter.

R E F I N E D. We are naturally gracious. The warm relationships we form with

guests enhance and enrich their distinctive experiences while they stay with

us. Our approach fosters an atmosphere of sophistication and delight in the

luxury of simple pleasures. Further, we encourage an ambience where cultural

appreciation is heightened, celebrated and shared.

E N G AG I N G . We are passionately interested and involved in the world around

us, including all those who cross our paths. We reach out to guests and each

other with sincerity, warmth and joy. Our positive and personal outlook naturally

draws people towards us.

o u r i d e n t i t y

At Rosewood, A Sense of Place® philosophy is much more about just

being there. The idea originates from the grand days of travel, the spirit of

adventure, of lands afar and the delight of those exceptional experiences. It

is the philosophy of engaging the local culture and the heritage of its people,

approaching each experience with a sense of discovery, viewing life as a living

canvas and enjoying the richness of those things truly valuable.

These are experiences, simple, yet exquisite, which create indelible impressions

on the heart—special moments that become treasured memories and define

the personal journey within A Sense of Place®.

a j o u r n e y a s o p p o s e d t o a t r i p.

t r av e l l i n g w e l l , a s o p p o s e d t o b e i n g w e l l t r av e l l e d .

t h e u n d e r s t a n d i n g r at h e r t h a n t h e k n ow i n g .

“ a s t h e s o i l , h o w e v e r r i c h i t m ay b e , c a n n o t b e p r o d u c t i v e

w i t h o u t c u l t i v a t i o n , s o t h e m i n d w i t h o u t c u l t u r e c a n n e v e r

p r o d u c e g o o d f r u i t. ” Seneca