Four Seasons Hotels & Resorts’ ICT strategic plan – CRMs (ZHANG JING)

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.

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]