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The Four Seasons Integrated Marketing Strategy
Transcript of The Four Seasons Integrated Marketing Strategy
International Luxury Hotels and Resorts
Customer experience 'Service Culture'
'Fitting into the local built environment' (Four Seasons, 2012).
Four Seasons' Four Pillars of Success
Why Go Digital?
The External Environment
Growth of the Internet
The Luxury Consumer & Competition
Strengthen Four Seasons' Core Values
According to Usability.com The Four Seasons
spent $18 million to upgrade their website, in early 2012, to facilitate:
Increased usage of mobile devices,
personalized greetings, and cloud computing technology.
Transparency; Scrutiny & Integrity
Localization; Innovation & Entertainment
Integrated Hybrid Model "Bricks & Clicks'
Combination of traditional 'Brick & Mortar' service , and Website & Social Media) to drive sales
Four Seasons' Twitter Account
Most of Four Seasons’ marketing campaign will be communicated through digital platforms
to help the company deal with customer complaints,
respond to customers’ needs, and requirements.
Responding to customer trends of trusting hotel reviews
Benefits of Social Media
Receives Four Seasons Personal Hand written Note
Why Four Seasons?
Top Luxury Hotel and Resort
Emphasis on Digital Marketing
At current only half of Four Seasons' marketing budget is devoted to digital channels.
Source: Institutional Investor (2012)
Source: Galloway (2012)
Four Seasons (2012)
Cofie, J. (2012) Digital Consumer: Four Seasons Hotel- A Perfect Luxury Website for the Modern Traveller?, The Sybrarite, Available at: http://www.thesybarite.org/?p=584 (Accessed: 19 November 2012).
Four Seasons (2012) ‘The Luxury Consumer in the New Digital World: Then & Now- 2012 Four Seasons Luxury Trend Report’, Four Seasons, Available at: http://www.fourseasons.com/content/dam/fourseasons/web/pdfs/landing_page_pdfs/2012_TRD_Report_final.pdf (Accessed: 19 November 2012). Galloway, S. (2012) Digital IQ Index, Available at: http://www.l2thinktank.com/research/hotels-2012/ (Accessed: 19 November 2012).
Four Seasons (2012) “Connect with us on Facebook”, Four Seasons, Available at: http://www.1.fourseasons.com/socialmedia/connect_with_us_on_facebook/ (Accessed: 20 November 2012).
Higley, J. (2011) "Four Seasons' global expansion moves forward', Hotel News Now, Available at: http://www.hotelnewsnow.com/articles.aspx/7063/Four-Seasons-global-expansion-moves-forward (Accessed: 20 November 2012).
Institutional Investor (2012) The 2012 World’s Best Hotels Top 100 Hotels Available at: http://www.institutionalinvestor.com/Research/4014/Top-100-Hotels.html (Accessed: 28 November 2012).
Marzano, T. (2011) How the Four Seasons Hotel just gets #SocialMedia, Digital Thoughts . Available at: http://thomasmarzano.wordpress.com/2011/04/10/how-the-four-seasons-hotel-just-gets-socialmedia/ (Accessed: 19 November 2012).
Pingdom (2012) World internet population has doubled in last 5 years, Available at: http://royal.pingdom.com/2012/04/19/world-internet-population-has-doubled-in-the-last-5-years/ (Accessed: 20 November 2012).
Charlyn Keating Chisholm, Top 10 Hotel Technology of the Future, About.com Hotels and Resorts, Available at: http://hotels.about.com/od/hiphotels/tp/future_hotels.htm(Accessed 25 November 2012)
Four Seasons (2012), Service Culture, Four Seasons, Available at:
http://www.fourseasons.com/about_four_seasons/service-culture/,(Accessed 25 November 2012)
Caroline Patek (2012), Five Hotels With Top-Notch Technology , Forbes Travel guide, Available at
http://www.forbes.com/sites/forbestravelguide/2012/01/31/five-hotels-with-top-notch-technology/(Accessed 25 November 2012)
Capstone Turbine (2012), Four Seasons Hotel Philadephea, Capstone Turbine Corporation, Available at:
http://www.capstoneturbine.com/_docs/cs_cap397_fourseasonspa_lowres.pdf (Accessed 25 November 2012)
JOHN BRANDON (2012), High-Tech Hotels, Digital Trends , Available at :
http://www.digitaltrends.com/lifestyle/high-tech-hotels/ (Accessed 25 November 2012)
Ashok Sharma (2012), TOP Hotel Technology Trends in 2012 , Renard Newsletter, Available at:
http://www.renardnewsletter.com/articles/TOPHotelTechnologyTrends2012.pdf (Accessed 25 November 2012)
Frederic Colas and Laurel Wentz (2012), Four Seasons Embraces Digital Marketing, Virtual Experiences, Ad Age, Available at:
http://adage.com/article/cmo-interviews/seasons-embraces-digital-marketing-virtual-experiences/232055/ (Accessed 25 November 2012)
Being the Best in each location
Source: Four Seasons (2012)
"Four Seasons is the model of Value-oriented luxury" (Higley, 2011).
The Explosive Growth of
42% of all travel industry purchases happen online, and adults 50+ account for 80% of all luxury travel spending (Pew Internet and American Life Project).
The top four online websites for people over 60 are Google, Facebook, Yahoo and YouTube (AARP).
65% of all adult Internet users engage in social media. In 2011, baby boomers increased their usage of social media by 60% (WSL/Strategic Retail).
Proposed Marketing Budget Breakdown
Adjustment to Target Market's
Behavioral Shift to Digital Space
The Not So Good...
Lacks Personal Interaction via "Click to Chat"
Intuitive Local Maps
Seamless Reservations Function
Who are the main Competitors In the Picture?
The Starwood Hotels Group
Market spend - $154 million
Properties owned - 1,134 in 93 countries
...and the Wyndham Hotels Group
Marketing Spend - $105 million
Properties: 7,200 in 66 countries
The Four Seasons By Comparison
Marketing Spend: Less Than $10 Million
Properties Managed - 88 in just 35 countries
60% Digital/Social Media
30% Traditional/ Print Media
10% Personal Selling
Existing Print Ad.
Great imagery, but lacks the call
to action to visit the web site for more
details (digital) or call a representative today
Immediately Becomes a Brand Ambassador
Incredible Customer Service When Compared to Industry Competitors
Market Share - Incredibly Four Seasons has just 1/4 of 1% (Ritz Carlton-8.3%, Wyndham - 37.5%, Starwood - 54%)
Economic Slowdowns Hurt The Four Seasons Immensely
Leader in Innovation and "Guest Experience"
International Brand Recognition
They don't own any of their own properties, and therefore, sacrifice control.
Partner with Airlines to Bundle Deals
Extend Service Offering By Resort
Focus on Sustainability/Social Responsibility
Use Small Size to Digitally Create Tightly-Knit Groups of Customers
Competitor-Initiated Price War Would be Disastrous as Would the Appearance of Any Low-Cost Competitor