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

CUSTOMER DIGITAL

ASSISTANCE WITH PINTEREST

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