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Four Seasons' New Website Puts Focus on Social Media, Special Experiences.
By Melanie Nayer ~ Exclusive Column
Wednesday, 11th January 2012
 
Luxury hotel group Four Seasons Hotels & Resorts is kicking off 2012 with a new look; after 15 years, Four Seasons will launch a new website complete with social media tabs, a personalized log-in option, and unique content specific to individual hotels and destinations.

I got a sneak peak of the new website, which officially launches Wed, Jan 11, and learned a little more about what Four Seasons is planning for 2012.

According to hotel execs, the new website "has been a significant initiative for us and we will have invested more than $15 million over three years on a new content management system, redesign, development, new content and ongoing updates." The new design and layout was created based on user experience, consumer research and focus groups "to better understand how guests interact with us online," said the hotel group.

So, what's the new platform look like?

For starters, Four Seasons is placing a lot of emphasis on its social media. The luxury brand, which has its own corporate Twitter and Facebook page, as well as individual hotel pages, will introduce Twitter, Facebook and TripAdvisor feeds with real-time updates from guests on all hotel website pages [see photo]. The new website will also be more dynamic, incorporating images and video specific to the destination.

In addition to the social media push, Four Seasons is also wrapping in more "experiences" to each property page. You'll still find typical information - hotel amenities, a booking engine and property information - as well as content that helps define the uniqueness of the hotel or resort.

Using the Four Seasons Hong Kong as an example, the new hotel page offers information on surfing in Hong Kong, taking the Tram tour, and learning Tai Chi from a local instructor.

4Hoteliers Image Library

Here's a little more about what Four Seasons has in stores for its guests online:

  • The new fourseasons.com is fully optimized for mobile devices, which means you can view and book your rooms direct from your iPhones and Smartphones.
  • Each destination will included "Five-star highlights" and "why you'll love it" sections, which offers information specific to the hotel
  • Each individual hotel page integrates real‐time search and social media through videos, Twitter, guest reviews, blogs, news, Facebook, and more.
  • In addition to the traditional booking engine and promotions page, there will also be booking lines for spa and restaurant reservations.
There's more to come in 2012. Four Seasons will also launch Four Seasons on Google+ and soon, they'll have a site dedicated to all things bridal (they already have a foodies page and families page).

Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com
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