Four Seasons had a good year in 2011 and they want to keep the momentum growing. They are targeting a worldwide revenue growth of 9.2% in 2012 and they are rolling out an ambitious marketing plan to achieve the target. They have recently launched a new website that portrays its properties and destinations in a new light with the help of professional images and various applications. It is one of the most expensive sites as the global hotel brand has invested $18 million in it. It will no doubt help them consolidate their online presence.
The hotel company declined to give details of their investment in the site. There are a lot of things in the site that are new. The photographs are really good. They are bright and big. The booking process has also changed and the new one is more user-friendly. The site is of course integrated with the social media. There is mobile optimization as well but the highlight is personal profile technology which is able to set preferences. This technology will help Four Seasons create a more targeted online experience.
The online revenue for the luxury hotel brand is only 12% of their total worldwide revenue. It has only increased marginally in the last five years. This site has been developed after extensive research to better understand the digital consumption trends and the changing needs of the guests. The results have been released in the first issue of the 2012 Four Seasons Luxury Trends report. It is focused on digital technology and highlights the preferences and expectations of luxury travelers. The $18 million spent on the new site could be justified but the ultimate test of its efficacy will be in the growth figures of the online revenue for Four Seasons.