TRENDING
Four Seasons “ Based on a True Stay ” stories offer glimpses into the ways its teams go above and beyond , such as bringing the magic of winter right to the guest or making a budding equestrian ’ s dreams come true . above the hotels connects really nicely with what ’ s happening at the hotels , and that takes time … It ’ s almost the beginning of the journey going back to the enduring creative idea because all the work that we ’ re doing above the brand is fantastic , but how do we then scale it across all the different hotels is part of what we ’ ve been doing since we launched the campaign ? The scale and how systematic we are about it is new .
H : Four Seasons is becoming a bigger , more mature brand . Are you trying to bring back that small brand specialness with this positioning ? MS : We have to consider how we maximize
that level of scale without losing the secret sauce that always has made us successful . Guests told us that what makes Four Seasons special are these acts of unscripted love …
We had a big event with all of our general managers at the end of September and took them through all the work and the rationale … We asked them to write down their true stay stories that will get us most excited to produce next year . It creates a bit of that competitive spirit that our GMs love to display in a good way . Now we have this
IT JUST FEELS LIKE IT ’ S AN INDUSTRY THAT COULD BENEFIT FROM HAVING SOME CREATIVE BRAVERY IN TERMS OF HOW THEY PUT SOME OF THE MESSAGING OUT THERE BECAUSE IT ’ S SUCH A HIGH TOUCH INDUSTRY … THE BETTER THE WORK ACROSS THE INDUSTRY , THE BETTER IT WILL SERVE THE INDUSTRY AS A WHOLE .
– MARC SPEICHERT
20 hotelsmag . com Jan / Feb 2023