Four Seasons Hotel Campaign

Digital Marketing Strategy Bethany Morrill NMDL Spring 2012


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 Continue to better their customer feedback and relationships Provide a “stumble upon” approach when customers are searching for other topics Remain top picked hotel for vacations and other reasons for travel


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


Locations:


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: 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 located in. The theme created for this campaign is based on the customer and want they want out of their choice of hotel or resort.


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 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

Mobile Strategy: Nothing exists in this category yet.


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 hotel has. The idea of this marketing strategy would be what the brand needs to increase positive interactions with their customers.

Key Components Proposal:


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. Through this they could also create deals for certain places if you are staying at the hotels. •  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.


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 •  Purchases/Downloads of mobile app


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.

Four Seasons Hotel Campaign

Travel

Transcript of Four Seasons Hotel Campaign