REFRESHING FOUR SEASONS' IDENTITY

REFRESHING FOUR SEASONS' IDENTITY

1. TOURISM INDUSTRY

   • THE RISE OF BOUTIQUE HOTELS
   • EVER-CHANGING TRENDS
     • 'BLEISURE' (BUSINESS + LEISURE)
     • SHORT VACATIONS = SHORT STAY
     • RUNCATIONS
     • TRAVELLERS FROM CHINA, INDIA AND INDONESIA
   • ALTERNATIVE ACCOMMODATIONS SUCH AS AIRBNB
   • ECONOMY
     • STRONG CURRENCY
       • DECLINE IN TRAVELLERS
   • ROOM SUPPLY
     • INCREASING HOTELS

2. PRICE

   • LOWER PRICES LEAD TO MORE ROOMS

3. LOCATION

   • PERCEIVED ISSUE
   • CLUSTER HOTELS
     • ADVANTAGEOUS
       • NOVELTY
     • ORCHARD STRETCH
   • TRENDS
     • EVENTS (USUALLY HELD IN THE VICINITY OF MARINA BAY RATHER THAN ORCHARD)
       • RUNCATIONS
     • BUSINESS
       • TEAMBUILDING EVENTS
       • MEETINGS

4. TECHNOLOGY

   • INCREASE PRODUCTIVITY
     • INTRODUCTION OF SELF CHECK-IN
   • INNOVATION
     • SUGGESTION OF SINGAPORE TOURISM BOARD
   • INTERNET SECURITY
     • ATTRACTIVE FOR BUSINESSES
   • ONLINE DISCOUNT WEBSITES
     • GUEST PERCEPTION
   • LOYALTY PROGRAM
     • GUEST PREFERENCES
     • DOES IT DEPRECIATE LUXURY?

5. AMENITIES

   • 'SECOND OFFICE'

6. SERVICE

   • THE 'WOW' EXPERIENCE
     • GOING THE EXTRA MILE
   • LONG-TERM PRIORITY
   • SOCIAL MEDIA
   • CLIENT-STAFF RELATIONSHIP
     • REINFORCES BRAND LOYALTY
   • LOYALTY PROGRAM

7. AESTHETICS

   • SHORT-TERM PRIORITY
   • IMPORTANCE OF FIRST IMPRESSION
   • BRAND POSITIONING