1. 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

2. 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

3. COLLABORATIVE
PLATFORMS
 Strong presence on Google + to leverage its unique capabilities
and feature
 Presence on Tumblr with aggregated hotel facilities related content

4. SOCIAL VIDEO PLATFORM
 Some highly currated contents on youtube including world class
surfing videos from its property in the Maldives (videos views
280000)

5. 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

6. MOBILE
 Launching special applications on smartphone, android, Iphone

8. C U S T O M E R D I G I TA L
A S S I S TA N C E W I T H P I N T E R E S T
 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

9. 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

10. 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

11. 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

12. 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