THE FOUR SEASONS DIGITAL MEDIA

UNIVERSE

How well do they manage to create a special

digital customer relationship with new dynamic

tools?

Tiffany Blais

Laura Boglietti

Marie-Sophie Claude MBA2B

THE SOCIAL NETWORKS THEY COMMUNICATE WITH

A dynamic presence on a Facebook network newly redesigned

(arround 225000 fans)

Twitter use for specific campaign as the ‘Winter Spa Campaign’

– enhance customer engagement with real privileges touchpoints

Brand participation in luxury travel chat on twitter

Active presence on Weibo (China most popular social network)

with the lauching of an online magazine

COLLABORATIVE PLATFORMS

Strong presence on Google + to leverage its

unique capabilities and feature

Presence on Tumblr with aggregated hotel

facilities related content

SOCIAL VIDEO PLATFORM

Some highly currated contents on youtube

including world class surfing videos from its

property in the Maldives (videos views 280000)

BLOG AND MICROSITES

Four Seasons online magazine (

www.magazine.fourseasons.com) which features

unique content

The Have Family Will Travel Blog features real

stories from customers travelling

MOBILE

Launching special applications on smartphone,

android, Iphone

C U S T O M E R D I G I T A L A S S I S T A N C E W I T H P I N T E R E S T

An virtual conciergerie platform allowing users to

share interest, passions, hobbies through albums

Pin-Pack-Go invite user of Pinterest to

communicate directly with Four Season and benefits

from proffesional assitance towards their hotel

experience

CUSTOMER DECISION JOURNEY

A complex customer journey due to the many

interactive digital tools

OTA’s presence are here on this customer decision

journey only on a sale information purpose

Interesting hotel prices with the various OTA’s

FOUS SEASONS DIGITAL WORLD PROS:

A wide pannel of diversified strategic and dynamic

tool (social networks, video and collaborative

platforms, blog)

A tailored customer assistance on digital world

(Pin-Pack-Go, Pinterest)

Greater visibility with some innovative tools

(tumblr ) which make the brands stand out from

basic digital tools

FOUR SEASONS DIGITAL WORLD CONS:

Lack of creativity and investment contrary to its

competitors such as the W hotel ranked number 1 on

digital level performance

CONCLUSION

strong digital strategy using a huge range of social

community media

Real cohesion between the various digital tools which

make a real competitive asset

However the brand lost three ranks of the best

Hospitality brands, Four Seasons should think about being

a bit more creative and not renew their innovative

strategies most often