Marketing Analysis:
Four Seasons Hotels and Resorts
Subject: 2012 Electif 136 : Marketing du luxe
Lecturer: RIOUX Christophe
Made by Erasmus student:
Valeria Grinevich
2013
Content
Introduction 2
History of Four Seasons Hotels and Resorts chain 3
Marketing Strategy Analysis 4
SWOT analysis 7
Target segments 7
Marketing Mix (4Ps) 8
Bibliography 11
Introduction
For my luxury brand marketing analysis I choosed the Four Season Hotels chain, as on my mind it is one of the most successful and well-known hotel chain, providing 5 star service all around the world.
Every hotel – is a masterpiece. You won’t find two similar hotels, as all of them are
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In my report we will have a look on marketing campaign, which FHS is using to stay that successful company in this highly competitive market of luxury accomodation.
History of Four Seasons Hotels and Resorts chain
The Four Seasons Hotels is a Canadian based company that was started in 1960 by Isadore Sharp, the current chairman and CEO. The first hotel was actually a motor hotel in downtown Toronto.
There are currently 80 hotels and 16 resorts in 35 countries including India, USA, Egypt, Italy, Turkey, Russia, Malaysia and China. Since 2001, every resort includes a spa complex.
The company offers a range of business services such as offices and video conferencing, fractional and whole residences in New York, Costa Rico, Mexico and San Diego, wedding services and vacation packages.
The company key services include:
1. The Four Season brand licensing
2. Hotel Management
3. Hotel Ownership
4. Hotel development consultancy
Last year, and for each of the past 25 years, Four Seasons received more AAA Five Diamond awards than any other hotel company and has recently been named Top International Hotel Chain by the Zagat Survey and Four Seasons continues to be one of Fortune magazine's Top 100 Companies to Work for in America.
From the 1970, with the increase in business travel, Four Seasons followed a targeted course of expansion, opening hotels in
Europe is different from North America, and Paris is very different. I did not say difficult. I said different. — A senior Four Seasons manager In 2002, Four Seasons Hotels and Resorts was arguably the world’s leading operator of luxury hotels, managing 53 properties in 24 countries and delivering what observers called “consistently exceptional service.” For Four Seasons, that meant providing high-quality, truly personalized service to enable guests to maximize the value of their time, however the guest defined doing so. In 1999, Four Seasons opened the Four Seasons Hotel George V
Isadore Sharp founded Four Seasons in 1960. Four Seasons is a Canadian international luxury hotel company. The first Four Seasons hotel opened in 1961 in Toronto, Canada. The 1970s began with a defining moment, the opening of a hotel in London. This hotel set the future of the company and pioneered many of the signature Four Seasons services, now delivered worldwide. In 1976, the company entered the US market with its first management contract for San Francisco’s 1913 landmark hotel, The Clift. In 1999, Four Seasons opened its first French property, the Hotel George V in Paris. In 2003, the company managed 53 properties in 24
The four-season hotel cares about their internal customers and external customers. Why the company’s leadership is different from other hospitality businesses, here are several reasons. First, four-season hotel has their Golden Rule to obey, “Do unto others as you would have them do unto you.” It means treat other people with the concern and kindness you would like them to show toward you. This Golden Rule brings a bunch advantages to four-season hotel. And also encourage all of manager in this hotel treat the employees in kind and respect them.
Four Seasons Hotels, Inc. is a Canadian international luxury, five star hotels’ company. It possesses about 98 different properties among the world. Canadian businessmen Isadore Sharp was founder of Four Seasons Hotels in 1960. Opening in 1961 the first Four Seasons Motor Hotel had an immediate success, in spite of disreputable location of the hotel (fourseasons.com). It was created like an oasis for business travelers. Mr. Sharp created a climate that was promoting professionalism and attachment of his employees. He built scheduled two stress breaks every day, paid to his employees from front desk twice the average rate, insisting that they are important role in providing the first impression of the hotel.
Accor has extensive brand portfolio where 240,000 hoteliers with same shared passion for welcoming, located in 95 countries, in 4,100 addresses and 570,000 rooms ("Accor Hotels: company profile", 2016). The luxury brands under Accor Hotels are Raffles, Fairmont, Sofitel, Onefinestay, Mgallery, Grand Mercure, The Sebel, Pullman, Swissotel, Novotel, Suite Novotel, Mercure, Mama Shelter, Adagio/ Adagio Access and economy and economy brands are IBIS, IBIS Styles, IBIS Budget, and Hotel F1("Accor", 2016).
The Four Seasons Hotel is a leader in the hotel and hospitality industry that specializes in the development and operation of luxury hotels for others (Fourseasonhotel.com, 2009). During the last few years, the Four Seasons Hotel has been awarded the best hotel and one of the most comfortable
This was mainly due to the large number of diversified hotels in the chain across the globe
This paper is designed for exploring the reasons for the success of Four Seasons Hotels and Resorts in Paris (Four Seasons). Four Seasons Hotels and Resorts is Canadian based international leading operator of midsized luxury hotels. Four Seasons has enabled guests to maximize the value of their time with providing high-quality and truly personalized service. Four Seasons was able to succeed with their unique strategy of dealing with cultural differences, unique corporate culture, and strategy of human
In early May 2009, Isadore Sharp released a much awaited book about his business brainchild. The founder and CEO of Four Seasons Hotels and Resorts, a company he spent nearly five decades building out of a motor lodge in Toronto, Sharp shares the secrets to his astounding rise in the most unpredictable of industries.
Four Seasons is a globally renowned hotel company recognized for its luxurious diversity, and emphasis on customized service. The company has 270 core worldwide operating standards that are congruent across all properties. However, along with their globally uniform standards, they do an excellent job of integrating the local culture into each property. For example, a guest will always receive a message on time, have clean room, and enjoy a great meal. But an Italian concierge has his own style and flair, while in Turkey or Egypt, the guest
Case Summary: Four Seasons Goes to Paris? – Entering a foreign market Basic facts about Four Seasons Hotels and Resorts Four Seasons Hotels and Resorts is a Canadian international luxury hotel management company. Between 1996 and 2000 they increased revenues and margins by about 20% and 10% respectively. Their revenue per room was about 30% higher than that of their competitors. Four Seasons generally operates, but does not own, mid-sized luxury hotels and resorts. By 2002, they indisputably became the world 's leading operator of luxury hotels, managing 53 properties in 24 countries. The Four Seasons management structure follows the idea of regional adaption, meaning that each property has a general manager, who is supported by a regional
It offers free Wi-Fi, laundry and housekeeping services and 24 hour front desk are available
hotel in Washington, DC in 1979. During the 1980s, Four Seasons continued to expand and introduce flagship hotels throughout the US. The brand name began to develop and a distinct brand image was created. The third pillar, culture, would play a significant role in the growth of a strong brand name. The corporate culture became based on the Golden Rule, which Mr. Sharp defines as "to deal with others—partners, customers, coworkers, everyone—as we would want them to deal with us" (Martin, 2008). In 1985, Four Seasons added branded private residences to their hotels and began to transition from a hotel owner to solely a hotel management company. With the change, the fourth pillar evolved: “to grow as a management company and build a brand name synonymous with quality” ("Four Seasons Hotels and Resorts- About Us: Four Seasons History," 2010). Since, Four Seasons has created a brand name worth much more than its real estate by offering the best service to luxury travelers around the world. Four Seasons has consistently innovated the services offered at its hotels over the years, becoming the first to offer shampoo in the shower, 24-hour room service, bathrobes, cleaning and pressing services, a two-line phone in each guest room, a well-lit desk, a full-service spa and 24-hour secretarial services (Martin, 2008).
The report focused particularly on the following hotel chain Hilton Worldwide. Hilton legacy began in 1925, it was founded by Conrad N. Hilton. The first hotel was built in Texas and had 40 rooms; today Hilton is one of the most respected brands in the world. The company owns, manages or franchises a hotel group of some of the most famous and highly regarded hospitality brands worldwide, including Hilton, Conrad Hotels & Resorts, Double Tree by Hilton, Embassy Suites Hotels, Hampton, Hilton Grant Vacations, Homewood Suites by Hilton and the Waldorf Astoria Hotels & Resorts. With 4000 hotels and 650,000 rooms in 90 countries Hilton Worldwide is one of the world’s leading hotel. (Hilton Worldwide, 2013)