The Heart of Quiet Luxury: Why Personalized Guest Experience Sets Rosewood Apart

In the evolving landscape of luxury hospitality, one thing remains constant: exceptional guest experience is everything. Friedrich von Schönburg, Regional Vice President & Managing Director at Rosewood Hotels and Resorts, shares his insights on how Rosewood continues to craft that rare sense of quiet luxury through deeply personalized service - something no technology or AI can replace.

Service: The Unchanging Core of Luxury

“Expectations at luxury properties haven’t really changed,” Friedrich explains. “At the end of the day, it’s about service - having people there to anticipate your needs, engage meaningfully, and personalize your experience.” While guest expectations remain timeless, the tools to meet them have transformed dramatically.

Leveraging Technology Without Losing the Human Touch

Rosewood embraces technology to enhance personalization, not replace it. From pre-arrival communications via email or WhatsApp to real-time, multilingual messaging integrated into their systems, the brand ensures every guest feels seen and heard before they even check in.

This seamless communication helps the team anticipate requests, from room setup preferences to preferred dining times, making each stay effortless. “We want to be a step ahead,” Friedrich says. “Knowing if a guest likes sparkling water with lemon and ice means we can surprise them by having it ready exactly how they want.”

Sense of Place and Genuine Connection

What truly sets Rosewood apart is how every property embodies its local culture and environment. Despite standard procedures, the brand encourages teams to customize interactions by sharing local events, celebrations, or hidden gems unique to each destination. This sense of place creates a meaningful connection between guest and locale, enriching the experience beyond the physical space.

“We’re not about blasting generic promotions,” Friedrich points out. “We communicate personally, selectively, based on what we know about each guest’s interests. It’s time-consuming but worth it.”

Gamifying Service for Staff Engagement

To keep this level of care consistent, Rosewood uses an internal “preferences game” where staff earn rewards by remembering and acting on guest preferences. This gamification not only motivates employees but reinforces the culture of attentive, personalized service.

AI Won’t Replace the Human Element

While AI tools can assist with data and communication efficiency, Friedrich stresses the irreplaceability of the human touch in luxury hospitality. The emotional intelligence, intuition, and warmth that define Rosewood’s guest experience simply can’t be automated.

“Technology supports us, but it will never replace the genuine connections our teams create with guests,” he says. “That’s the real luxury.”

Listen to our full conversation with Friedrich on The Digital Concierge podcast.