2. Four Seasons:
Started as a Canadian based international Luxury Hotels & Resorts
Found in 1961
Goals:
Remain a five-star establishment
Provide customers with a comfortable, luxury quality, primal destination at
an affordable price
Further establish themselves as the best hotel and resort in paradise and
other primal vacation locations
Partnership with more real estate owners so they can continue to build
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Continue to better their customer feedback and relationships
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Provide a “stumble upon” approach when customers are searching for other
topics
Remain top picked hotel for vacations and other reasons for travel
3. Challenges:
Other five-star hotels
Hotels & Resorts that have locations where Four Seasons does not
Operates on behalf of real estate owners and developers, not private land,
cannot operate or build on their own
“Nothing stands still in the hotel industry. You have to constantly evolve and
change, innovate and find new ways to make that emotional connection with
guests. That’s the challenge and the beauty of it.”
-Tulio Hochkoeppler, General Manager
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4. Locations:
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5. Target:
• The Four Seasons Hotels and Resorts is marketed toward a large variety of
groups. The business class group who are looking for a place to stay for a
conference. The newlywed group who are looking to make reservations for their
wedding or honeymoon.
~or~
• There is the family group who are looking for a chance to get away on vacation
whether it is with their kids or their spouse. The Four Seasons Hotels and Resorts
is open to all markets but advertised for whoever will be paying for all events
described.
Theme:
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The theme is an iconic luxury hotel or resort that someone will remember. Each
hotel or resort has there own theme based on the area that the are 2012 in.
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The theme created for this campaign is based on the customer and want they want
out of their choice of hotel or resort.
6. Key Components:
Already Existing Media:
Public Relations:
They have a large existence in the Hotel and Resort industry as well as optimal travel
locations in travel sites such as Kayak, Travelocity, Priceline, Expedia and Hotwire.
They have also recently invested $18 million into their Internet and Media campaigns for
creating the brand’s online presence, mainly in their home website.
Social Media/Networking:
The Four Seasons Hotels and Resorts currently has Twitter, Facebook, YouTube, LinkedIn
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Within these social media outlets the only thing really missing is the interaction with its
customers. FB: 160K likes, Twitter: 40K followers, Youtube: 776 followers
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Mobile Strategy:
Nothing exists in this category yet.
7. Key Components Proposal:
Social Media:
• If they include customer pictures, on Facebook or Twitter, and allow them to
have input on the site they will have a better customer outlook and will
potentially reach more customers.
• Create a customer blog, a.k.a., A Day in the Life at The Four Seasons Hotel.
This blog would be based upon the opinions and perspectives of past and
current visitors, which could appeal to potential customers. A Day in the Life
could include travel options and amenities, as well as customer stories and
visitor itineraries of visitors of hotels in The Four Seasons locations all around
the world.
• Give customer insight and inform future customers of the “benefits” that each
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hotel has. The idea of this marketing strategy would be what the brand needs to
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increase positive interactions with their customers.
8. Networking:
• Create AdWords to increase their SEO and to provide a “stumble upon” approach
when customers are searching for other topics. For example when customers are
searching for locations in Hawaii, The Four Seasons Hotels and Resorts should be
the first site that pops up.
Mobile Strategy:
• The use of Foursquare could allow customers to see on their phones the closet
locations of The Four Seasons Hotels .
• Another way that they could increase their mobile strategy is to create
downloadable apps, for smartphones, that allows the customers to see what deals
they can get for the hotels, restaurants and other things to do around the hotel.
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Through this they could also create deals for certain places if you are staying at the
hotels.
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• This is the most flexible strategy that The Four Seasons should take advantage of.
• It would allow for on the spot customer interaction, which would increase their
customer support.
9. Metrics of Success:
Success will be measured by tracking.
Things to be tracked:
• Online conversations where Four Seasons is tagged
• Positive customer feedback and reviews and comments and likes posted
• Using Google Analytics, we can track the viewers of all Four Seasons sites
• Using Foursquare, see anytime some one “checks in” to a hotel or resort
• Track PPC
• Comments and Likes on Youtube
•
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Purchases/Downloads of mobile app
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10. Budget for Internet Marketing Strategies:
Recently invested $18 million into their Internet and Media campaigns for creating the
brand’s online presence, mainly in their home website.
Increase of Budget by $6 million
$6 million would be the most advantageous budget for the company. With this amount they
could build their blog, build their AdWords, create apps, as well as continuing to implement
the customer details into the other social media outlets.
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Bethany Morrill NMDL Spring 2012