Four Seasons uses a wide range of digital tools to engage customers including Facebook, Twitter, Weibo, Google+, Tumblr, YouTube, an online magazine, blogs, mobile apps, and Pinterest. They communicate through social networks, video platforms, blogs, microsites, and mobile apps. However, they have lost some ranks compared to competitors and could benefit from more creative strategies and innovation to remain competitive.

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