Four Seasons mulls introduction of loyalty scheme

Guest feedback puts launch of programme on luxury hotel group's agenda

Operators, Four seasons, Loyalty programme

Four Seasons Hotels and Resorts is considering launching a loyalty programme to reward its regular guests.

The Canada-based luxury hotel group does not currently have a loyalty scheme, but speaking to Hotelier Middle East, Four Seasons VP sales – Europe, Middle East and Africa, Jane Burnell said the introduction of one was on the “to-do list".

“We don’t have a loyalty programme out there right now; we’re looking at developing something along those lines. We’re very conscious - from customer feedback - that we don’t have anything like that,” said Burnell.

“Although we’re the largest luxury hotel company in the world, we only have 87 hotels. Loyalty programmes work when you can actually use the points if you’ve got enough products - or routes for an airline - you can make that work,” she added.

However, Burnell said the potential for developing “something meaningful for the client” was growing in line with global expansion of Four Seasons' hotel portfolio.

“We’ve periodically looked at this over the years, some clients have told us getting a few points is not going to motivate them to stay with the Four Seasons, they’ll stay with us because of the experience they get when they use us and work with us,” explained Burnell.

“But it’s something on our ‘to-do list’ and something we’re taking seriously and we’re looking at because it’s out there and people are talking about it,” she added.

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