HOSPITALITY BRAND

Photo Courtesy of  The Ritz-Carlton Hotel Company    With recent news of the second Ritz Carlton Reserve property set to open in December 2012 as the Dorado Beach, a Ritz Carlton Reserve in Puerto Rico, the question is:  What is the Ritz Carlton Reserve Brand? The announcement of the brand came in 2007, when it was described as: A departure for Ritz-Carlton in size and scope, The Reserve brand will feature signature, one-of-a-kind boutique resorts located in choice settings, each with a distinctive personality and sense of place...  The Reserve brand will be distinguished from other award-winning Ritz-Carlton resorts by offering guests' exotic, hand-selected "hideaway" destinations; a relaxed, casually elegant atmosphere; and an even greater level of individualized service through a higher staff to guest ratio. ( source ) In short, this is a brand extension of smaller hotels (around 100 rooms), distinct destinations, and higher level of service. ...