About
Four Seasons Hotels and Resorts
The story of Four Seasons Hotel was began
in 1961, which opened its first hotel on an unlikely downtown site in Toronto,
Canada. Over half a century, Four Seasons has grown from a single hotel to 90 in
36 countries. Four Seasons is growing around the world and becoming one of the
world’s leading operations of luxury hotels. Just like their value proposition “Time
will change, but our dedication to perfecting the travel experience never
will”, their luxury and elegant surroundings, exceptional and personalize service,
personality culture, ethical standards, philanthropic
programs and management principle never stop but remains and continues to get
stronger.
Four
Seasons Hotels & Resorts’ ICT strategic plan
Customer Relationship
Management (CRMs).
Video: The Four Seasons of Isadore Sharp
Stage 1: Where is Four
Seasons Hotel now?
In this ever-changing and highly
competitive hotel marketplace ICT have become an imperative partner. The proper
customer relationship management is crucial
for hotel to retain clients, business and profit. Four Seasons hotels is one successful
company taking ICT as an enabler to accomplish its objectives and keep competitive advantages and difference
in luxury hotel industry.
As to the vision of Four Seasons Hotels ‘To create a chain of luxury hotels
that offers excellence in service and amenities’ (Four Seasons Hotels 2013).
Besides that guests experience is the most important
element for hospitality industry (Stephen, 2012). They using ‘CRMs’ creatively
in order to meet guests need and provide them a unique experience.
Stage 2: Where does Four
Seasons Hotel want to go?
The
mission of Four Seasons Hotel: ‘We have chosen to specialize within the
hospitality industry by offering only experiences of exceptional quality’.
Their objective is ‘to be recognized
the company that manages the finest hotels, resorts and residence clubs
wherever they locate’ (Four Seasons Hotels 2013).
It is shows that Four Seasons is highly
emphasis on the relationship between provide exceptional service and customers’
relationship. So, Four Seasons hiring and empowering employees who willing embrace
their customer-focused mission and vision, which is one the most important
success strategy for Four Seasons
Hotel.
Stage 3: How does Four
Seasons Hotel get there?
They have no secret of success, but to keep
their golden rule: ‘We aimed to
treat others as we would want to be treated ourselves’. The success of CRMs is
result of their strategies and other efforts.
- Four Seasons Hotel is incorporating web strategy into their CRMs. This corresponds to more than 50% of their marketing efforts (CRM in the tourism industry 2012). Furthermore, most of the wealthy customers are using online reservation (Apps, Facebook, twitter and website) to make reservations and connect with Four Seasons. This is the best way to keep close relationship with customers.
- Four Seasons Hotel has different ways to interact with their guests in order to provide unique experience to them. For instance they keep building and maintain customers trust and establish company’s management claims to built customers loyalty.
- It is the fist hotel that provides 24-hours service and they always keep on innovation and provide specific and unique experience for customers. Such as in the Golden Triangle, Thailand breakfast is served looking at the elephants.
- For the employees, hotel provides in-depth training program to make sure employees embraced Four Seasons culture. They also respect, honor and reward its employees, which increase employees work efficiency and lower turnover rate. More efficiency manager could increase customer satisfaction.
- Four Seasons Hotel emphasized local architecture and styles provide different uniform service, which gained the customers share.
Stage 4: How does Four
Seasons Hotel know they got there?
Now Four Seasons Hotels and Resorts is one
the world ‘s successful luxury hotel, which is famous for its excellence
service and amenities. They have responsible
manager to look at the feedback of
their ICTs especially CRMs. They can quickly fix the mistake and try to win back guests trust, find out customer’s critical requirement, and update
information to keep organization dynamic.
By using the CRMs and keeping their mission
and vision are not only allows Four Seasons to satisfy customers needs but also
benefit for hotel to understand clients, find mistakes and develop opportunity
to come up with their strategy. Those let four seasons maintain the position as
the world’s premier luxury hospitality company.
It is true that Four Seasons Hotel is not the only luxury hotel brand, or the only one with remarkable service. But Four Seasons' consistency is what gives it an edge, which allow them to be the world's most successful hotel company.
It is true that Four Seasons Hotel is not the only luxury hotel brand, or the only one with remarkable service. But Four Seasons' consistency is what gives it an edge, which allow them to be the world's most successful hotel company.
Costs and timeline
Timeline: CRMs is a long process for hotel management,
it throughout the management process. For a new chain it will take 2-3 years to
accomplish.
Cost contains: training fees $222,000
Internet server fees
n/c
new facilities
fees and others $750,000
References:
1. CRM
in the tourism industry- The case of Four Seasons Hotels, 2012. Available
from: <http://wearedevelopment.net/2012/03/14/crm-in-the-tourism-industry-the-case-of-four-seasons-hotels/>.
[11 march 2013]
2. Fours Seasons Luxury Hotels &
Resorts 2013, About Four Seasons.
Available from: <http://www.fourseasons.com/about_four_seasons/>.
[11 march 2013]
3. Stephen, RK 2012, Four Seasons Hotel
Ritz Lisbon Delivers. Available from: <http://www.themetropolitain.ca/articles/view/1176>.
[11 march 2013]
Actually, Four Season Hotel is my favorite hotel, as a luxury hotels all around the world similar to Hilton Hotel, Four Season has many successful ICT strategic plan. Such as it provide web strategy into their CRMs, using online reservation.
回复删除They have responsible manager to look at the feedback of their ICTs especially CRMs,and fix the mistake quickly.compare to the Global Online Services in Hilton, it has some similar elements between the two Hotel, online advertising, social media, and mobile marketing etc.
Specially, Hilton also has The ResMax™ Program, creates an unrivaled competitive advantage for owners and operators.
Also, Four Season Hotel provides in-depth training program for the employees, let them know more about their hotel brand, Increase employees work efficiency and decrease turnover rate. More efficiency manager could increase customer satisfaction. Similar to Hilton Reservations & Customer Care(HRCC), there are Over 3,000 highly skilled and experienced sales and customer service professionals in Hilton Hotel.
comment by He WenYan
Hi,
回复删除Zhang,
I really like and appreciate the choice of your extra ordinary beautiful hotel with really international standards,mine is one of you can call heritage of India.People from all over the world come to India to see this hotel as a piece of art. Four season hotel has grown so fast in such a short span of time with their values,dedication,personalized services and above all management principles The same is with Taj Group they have created a benchmark in introducing the first move in supporting its services with the usage of ICT,Websites,they have flawless websites to cater to the needs of their clients .I think Four Seasons and Taj Group really kept strong objectives and vision for their clients and the services through hi tech strategies which give unique and everlasting experiences all together.They both are incorporating web strategy into their CRM'S which they have started long time ago.Four season hotel has maintained only the elite class standards whereas Taj group caters to different classes altogether ,they have many low cost options aswellas Nec which gives low cost telephony room services are one of the good examples of modern strategy apart from CRM'S and HRCC.I think Four Seasons cater to only elite and wealthy customers with international standard,this thing i really like about this beautiful and luxurious hotel There are many similarities between both of the hotels apart from some of the common strategic plans they adopt,both of them give in depth training program to their employees for future growth and development,Which is the key factor for any industry to flourish and grow
Best Regards,
Monisha
lovely blog ,kindly more brief us about "four season".
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