How Four Seasons Became a Twitter Trend

It is no doubt that Social Media is starting to make an impact for the Hotel Family. Surveys and studies done show that the way guest now engage with Hotels has dramatically changed with Social Media.

Social Engagement has now become an important element in the Booking Conversion process.

Four Seasons Hotels and Resorts

Four Seasons Bora Bora

Four Seasons Hotels and Resorts commissioned The Luxury Traveller Technology Survey, coupled with leading luxury market research and brand insight, which sets out to uncover how consumers want technology to blend seamlessly into their experience, and how those preferences have changed in recent years.

And indicators from this survey showed a rebounding global luxury market, and smart tuned-in customers utilizing new digital technology. This has revolutionizing traditional marketing and transforming it into customer engagement.

Four Seasons Hotels and Resorts also released their Inaugural Luxury Trend Report.

Some of the results from the report where;

  • Luxury is back. 2011 was the year of luxury’s rebound. Almost all regions saw at least six percent year-over-year growth in the luxury travel sector – a key indicator of luxury in general. This surge is projected to continue; industry experts project 10 percent growth in luxury overall in 2013. At Four Seasons, revenues are projected to grow 9.2 percent in 2012.
  • Branding moves to the social sphere. Seventy-eight percent of the affluent participate in social networking sites, with more than half using social media to connect with a brand
  • Four Seasons brings digital media to the forefront of marketing efforts to suit the ways guests communicate.

  • E-commerce is king. The luxury consumer is increasingly going online to research and make purchases. Four Seasons online bookings rose 10 percent from 2010 to 2011.
  • The rise of the iPad. One-third of wealthy consumers own a tablet or e-Reader. Four Seasons revenue generated from the iPad and other tablets has grown 200 percent from 2010 to 2011. This number is predicted to grow significantly in 2012.

Leveraging Twitter

Luxury brands has over the last years experienced a tremendous growth of Twitter Followers. From 2009 to 2010 there was a 350 percent growth for luxury brand. And with over 36 percent wealthy active on Twitter.

Twitter has now become a core digital media tool for real-time engagement with the Luxury Market Segment.

As a result of this Four Seasons Hotels and Resorts engage and participate on varios Twitter Chat channels like;
#FSspa
#bestofcity
#luxchat
#TTOT
#FriFotos

You can check out all of Four Seasons Twitter Trends here.

On January 11th 2012 Four Seasons Hotels and Resorts Unveiled their New Website and Inaugural Luxury Trend Report via #luxchat.

#luxchat

#luxchat is founded by @LuxuryPRGal – Christine Kirk, @LuxeTiffany – Tiffany Dowd and @MissSmartFlyer – Erina Pinder.

By utilizing some of their profiled Champion Advocates Four Seasons Hotels and Resorts managed to become a Twitter trend.

@FourSeasons pulled off a Social Media Strategy that can be a model for other Hotels.

Social Engagement don’t need to be complicated.

Here is an example of one of the Tweets I posted during their Twitter launch campaign;

#luxchat with Four Seasons

And here is the response from @FourSeasons;

#luxchat with Four Seasons

a.) Get your Champion Advocates onboard for your Social Media Marketing Campaign
b.) Utilize a established Twitter #hashtag that add value to your Hotel Brand and campaign
c.) Engage and reward Champion Advocates
d.) Engage with participants during the Social Media Marketing Campaign
e.) Follow up with participants that request more info

If your Hotel pull of a successful Social Media Marketing Campaign you potentially can reach out to hundreds of thousand of Twitter networkers.

Four Season spent around 18 Million Dollars on their new website. Their Twitter Marketing Campaign is all built up on new Relationship Marketing principles. If you follow these principles you can pull off a low cost Social Marketing Campaign that will have higher Marketing value then a Offline marketing campaign.

Here is a great example of how Social Network Cross-Marketing strategies was applied into their Social Media Marketing Campaign:

Facebook

Four Seasons on Facebook

Google+

Four Seasons on Google+

YouTube

Four Seasons on YouTube

Four Seasons on LinkedIn

Conclusion

Four Seasons has now showed that Social Engagement is part of their Booking Process. Here is a sample of how they are starting to implement it in their Four Seasons Magazine.

Four Seasons Marrakech

The #luxchat Social Marketing Campaign opens for new engagement channels, and it is great way to attract new market segments for the luxury brand.

Guest has been provided new digital tools to create their dream experience.

Reputation Management

One new element we start see among Hotels is that they now start applying guest Reviews on their Websites. Reputation Management is part of the new Social Sphere.

This is a new unique approach to get more customer to do Direct Bookings.

It is a bold move from Four Seasons Hotels and Resorts.

Will other Hotel Brands follow their leads?

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  • Alainclasse

    Great approch Are.

    I think most of Hotelier should read your post. FS seems to be one step ahead compare to other Hotel Brands.

    There are a lot of great tips, some of them can be use or can be customized

    Congrats..)

  • http://aremorch.com Are Morch

    Thanks for the kind feedback Alain.

    Four Seasons Twitter launch represent most of the principals I discuss on my blog. So I was very happy to see how they made this bold and awesome move.

    When you browse around on their new websites you now find an abundance of valuable info that focus on keeping the guest on their websites. 

    This is a positive shift for not only the luxury brand, but for the Hotel Family.

    When you have like Four Seasons invested 18 Million Dollar in their new website then it is a very smart strategic move to get your Champion Advocates on board to help you promote your campaign.

    Many Hotel Marketing Strategiest should watch and learn from Four Seasons. It really worth modeling this strategy.

    Cheers..

    Are Morch
    Hotel Blogger