When it comes to the hospitality industry, the Four Seasons is one of the biggest names out there. Four Seasons has hotels all over the world, and they cater to a wide range of travelers. So, who is their target market? Is there such a thing as an ideal Four Seasons customer?
The Four Seasons target market primarily includes both business and leisure travelers. In both cases, they are attracted to the brand, the familiarity, and the amenities that Four Seasons hotels offer them.
In this article, we will study the Four Seasons target market and understand why they choose to stay at a Four Seasons when they have plenty of alternatives available to them.
Who is the Four SeasonsTarget Market?
To best understand the Four Seasons target market we need to understand why someone would choose to stay at a Four Seasons rather than other similar business hotels like a Hilton, a Marriott, or a Hyatt.
Four Seasons hotels are not inexpensive so why do people select them over other expensive hotels like luxury hotels? Similarly, why do people on vacation choose a Four Seasons hotel when there are many other compelling alternatives like cute bed-and-breakfasts or boutique hotels? And finally, why spend money on an expensive hotel when there are decent budget hotels available or even Airbnb alternatives?
These questions are important because they help us understand the Four Seasons target market and especially understand how they make decisions when selecting hotels. Answering these questions also helps us divide the Four Seasons target market into the following customer segments:
- People who strongly prefer the Four Seasons brand
- People who like the familiarity of a Four Seasons hotel
- People traveling on business
- People on vacation who prefer to stay at a business hotel
- People who like the amenities offered by a Four Seasons
- People who are signed up for Four Seasons’s Elite program
Let’s look closely at each of these segments of the Four Seasons target market.
#1. People who strongly prefer the Four Seasons brand
There are people who strongly prefer the Four Seasons brand and these are clearly a Four Seasons target market.
These are people who have had a good experience with Four Seasons in the past or maybe they’ve heard good things about Four Seasons from friends and family. They know what to expect when they stay at a Four Seasons hotel and they’re comfortable with the brand. For these people, Four Seasons is their first choice when it comes to hotels.
What this means for Four Seasons is that they need to make sure that they’re living up to the expectations of these customers. They need to provide a consistently good experience so that these customers keep coming back.
#2. People who like the familiarity of a Four Seasons hotel
Sometimes when traveling, people just want to know what they’re getting into. They don’t want any surprises and they prefer to stick with brands that they’re familiar with.
For these people, Four Seasons is a safe choice. They know that they can expect a certain level of quality and service when they stay at a Four Seasons hotel. This makes them a safe Four Seasons target market.
For instance, when someone’s traveling to a new destination for work, they might not have time to explore different hotel options. In this case, they would likely just book a room at the Four Seasons closest to their meeting or conference.
#3. People traveling on business
People traveling on business often need certain amenities that are only available at business hotels. For instance, they might need to print boarding passes or make copies of documents. They might also need to take advantage of the hotel’s business center.
People traveling on business also often need to be able to get a good night’s sleep. This means that they need a quiet room where they can get some work done in the evening. They also need a place to store their belongings securely while they’re out during the day.
For business travelers, Four Seasons is a good choice because they offer all of the amenities that these travelers need. Also, many companies have Four Seasons corporate rates which makes Four Seasons a more affordable option for business travelers. In fact, for many companies, Four Seasons is a preferred hotel automatically making their employees a segment of the Four Seasons target market.
#4. People on vacation who prefer to stay at a business hotel
Some people on vacation prefer the amenities and services that are available at business hotels. For instance, they might want to take advantage of the hotel’s business center or they might prefer the more formal atmosphere of a business hotel.
People on vacation who stay at business hotels also often appreciate the higher level of service that is available. For instance, they might need help with booking tours or making restaurant reservations.
This segment of the Four Seasons target market is the “no-surprise” crowd that can do without the charm of boutique hotels or bed-and-breakfasts. What they need is a sure-shot experience from a brand they are familiar with and they trust.
#5. People who like the amenities offered by a Four Seasons
As we’ve seen earlier, many people choose a Four Seasons hotel because of the amenities that they offer. For instance, Four Seasons hotels often have a business center, a swimming pool, and a fitness center. They also often have a restaurant and bar on-site.
Some people may want to not skip their regular workout routine even when they’re traveling. For these people, a fitness center at a Four Seasons hotel is a big selling point. Other people might want to take a dip in the pool after a long day of sightseeing.
For people who like to have a drink in the evening, Four Seasons’s bar is a great option. They can relax with a drink without having to leave the hotel.
All of these amenities are available at Four Seasons hotels and they’re a big selling point for many customers.
#6. People who are signed up for Four Seasons Elite
While Four Seasons doesn’t have a traditional a loyalty program where guests can earn and redeem points, it has an invitation-only exclusive membership program called Four Seasons Elite.
People in the Four Seasons Elite program can get additional perks like complimentary breakfast, room upgrades, late checkouts, etc.
Members also get exclusive access to member-only rates which can save them a lot of money on their stay. They also get free Wi-Fi and late checkout.
People who are members of Four Seasons Rewards are more likely to choose Four Seasons hotels because they know they can get a good deal. Also, they’re more likely to have a positive experience because they know they’ll be able to take advantage of all of the perks that Four Seasons offers.
Conclusion
The Four Seasons target market includes a range of people who travel for business or leisure but who like the experience of staying at a business hotel with a good reputation and a known brand.
First and foremost, the Four Seasons customer base includes people who strongly prefer the Four Seasons brand. These are people who trust the brand and also like the familiarity of a Four Seasons hotel.
People traveling on business also tend to stay at business hotels like the Four Seasons which are usually conveniently located near airports or in business districts.
People on vacation also sometimes stay at business hotels like the Four Seasons because of the amenities and services that Four Seasons hotels offer as well as for the familiarity of a Four Seasons when traveling in a foreign land.
Finally, people who have been invited to join Four Seasons Elite are also more likely to choose Four Seasons hotels over other options because of the exclusive deals and perks that they can get as members.