Four Seasons looks to build new business

Corporate profile by Sharon Greaves

Four Seasons looks to build new business

Hotel group bids for global recognition

AS Four Seasons Hotels and Resorts celebrates its 40th anniversary this year, it is busy eyeing up Europe, the Middle East and Africa as new countries which are ripe for development.

The Canadian-founded group currently has 50 properties in 21 countries, primarily marketed under the Four Seasons and Regent brand names.

Four Seasons vice-president of sales and marketing for Europe, the Middle East and Africa, David Crowl said: “Our goal for last year was for the brand to become recognised on a global basis.

“We now envisage that in the next five to 10 years we will double the portfolio. Europe and the Middle East is where the majority of the development will take place.”

In February the group opened its first hotel in Dublin, a 259-room Georgian-style sanctuary with health club and spa. At the same time its first Czech Republic property opened in Prague.

The group has historically anchored itself in North America, operating exclusively in the luxury sector and competing against the likes of Mandarin and Ritz-Carlton.

At a time when the hotel industry was rushing to build large, flashy hotels, Four Seasons directed its efforts into building smaller properties with a strong emphasis on personalised service and high-quality food and beverages.

“We were one of the first groups to put concierges and fine dining rooms in hotels and we were the first to offer shampoos, bathrobes and 24-hour room service. The product is not about being flashy. What makes it successful is the experience,” stressed Crowl. “There is no flagship. All the hotels have their own characteristics and complement the destination they are located in, but they all bear the same consistency in terms of service standards and all have a warm and inviting environment.”

Over the years the group has broadened its portfolio by developing resorts in places such as Hawaii, the Caribbean and Bali, in addition to establishing a presence in every financial centre in North America to cater for the upmarket business and leisure market.

As a result, it is now doing more business in the leisure market and specifically targets travel agents who have dedicated themselves to the luxury market. To capitalise on its niche in the upmarket sector, it is now installing comprehensive health and leisure facilities in existing hotels.

Perhaps of more note is the opening of 16 properties by 2004. San Francisco, Miami, Whistler in Canada, the Bahamas, Costa Rica and Puerto Rico have all been earmarked for development as well as destinations in Asia.

Class leader: the Dublin property is Ireland’s largest luxury hotel