Digital and Social Media Marketing by Four Seasons Hotel: Report and Campaign
Table of content
Digital and Social Media Marketing by Four Seasons Hotel: Report
About Four Seasons, Its Target Market, and Brand Positioning
The Match of D/ SMM with Brand Positioning and Segmentation
Engagement with the Brand by Prospective Customers
Integration of Digital and Social Media Activities
Strategies of Advertising with Online Travel Agents and Intermediaries
Marketing Mix Strategy: Strengths and Weaknesses
Recommendations
Digital/Social Media Marketing Campaign: An Outline
Executive Summary
Situation Analysis: Current Performance and Weaknesses in Marketing Plan
Step 1: Situation and effectiveness of current D/SMM
Step 2: Objectives of the campaign ‘Enjoy Four Seasons’
Step 3: Tactics
Digital Media Platform ‘Enjoy Four Seasons’
Internet Marketing Mix
Step 4: Action Plan
Step 5: Evaluation and Control Plan
References
Digital and Social Media Marketing by Four Seasons Hotel: Report
About Four Seasons, Its Target Market, and Brand Positioning
Four Seasons Hotel (FSH) is a multinational hotel chain and premiere hospitality company specializing in luxury accommodations and resorts. In addition to the accommodation in five-star hotels, FSH provides recreation and sports facilities such as a full-service spa and sports club. The guests of FSH can enjoy the nature and culture of destinations and participate in recreational activities (“Discover Four Seasons Hotels and Resorts,” 2015).
FSH targets the holidaymakers who are interested in extra luxury. Its target market segments are affluent holidaymakers who are newlywed couples, corporate businessmen, and families with children (“Discover Four Seasons Hotels and Resorts,” 2015, p. 35). The company positioning promotes loyalty of guests to the FS brand, particularly the top-rich holidaymakers seeking hyper-luxury (Carr, 2013). FSH is also a luxury brand that defines relationships with guests by customization of experiences (“Four Seasons Press Room, 2016). Today’s affluent travelers demand cultural attractions, proximity to the waterfront, and once-in-a-lifetime experiences (Carr, 2013). Since 2014, FS has offered unique experiences at its destinations (“Discover Four Seasons Hotels and Resorts,” 2015) and this resulted in the high ranking of the FS brand by top-rich travelers (Carr, 2013).
The Match of Digital/Social Media Marketing (D/ SMM) with Brand Positioning and Segmentation
As an example of positioning, on the FS website for Hualalai, the company claims to provide authentic Hawaiian experiences (Hualalai, 2017). This corresponds to the target market’s interest in special travel experiences (Carr, 2013). The digital content by FS is on the theme of FS brand as the leading luxury hotel and resort in major cities globally. The content marketed online promotes the FS brand positioning as the global provider of luxury apartments and exclusive experiences.
In its digital and social media strategies, FSH pursues the objective of informing, capturing, and engaging customers in ways that appeal to …
