Will Four Seasons’ ‘Elite’ Services Cross The Line Into Bypassing Travel Agents?

Photo: Four Seasons Hotels and Resorts 

Four Seasons Hotels and Resorts has launched a new invitation-only “Elite” guest program that offers exclusive services to travelers. But while guests are sure to like it, some agents feel it’s another step by a hotel company to bypass the travel agents’ relationship with the customer.

The program falls in line with efforts by other lodging chains and travel suppliers to build databases of traveler profiles to create stronger direct relationships and personalize traveler services. But while most of those efforts are designed to reach the masses, the Four Seasons Card, as this program is titled, is targeting a very exclusive set of luxury travelers.

Early this fall, Christian H. Clerc, Four Seasons president and worldwide hotel operations officer, wrote to customers: “As one of our most important guests of the Four Seasons we do our utmost to ensure that all of your expectations are met or exceeded. I am delighted to let you know about an exclusive new service Four Seasons has created for its most elite global travelers to ensure that same level of care and attention you enjoy here extends to every one of our hotels and resorts worldwide.”

Clerc noted that the card is by invitation only. “This service offers you and anyone who arranges your travel an Elite Contact dedicated to customizing your experience at every Four Seasons property.  Only a very select few of our global guests will receive this new card and as one of our most important guests, I would like to invite you.”

Travel Market Report contacted Four Seasons to get more information about the program, but the company declined to comment on the service, or on how it is integrating the new service with travel agencies.

In an e-mail response, a Four Seasons spokeswoman said, “a small group of guests were invited into a service. Given its nature, the terms are not shared broadly.”

Jack Ezon, president of Ovation Vacations in New York was made aware of the program, but not of the details. “They are starting this new loyalty program. What it is is very vague. They are taking their best customers, and they are going to be more engaged with them,” he said, adding that it was his understanding that “it is not a points/rewards program.”

“As a courtesy to their trade partners, they let us know, as a heads up, ‘We identified these customers of yours as some of our best customers,’ ” Ezon said. He said Four Seasons asked if he would like to invite some of his top clients to participate in the program, or “with your blessing, would you like to be on the welcome letter, where we are inviting you and copying the agent of record?”

Clerc’s letter said holders of the new Four Seasons Card, “will enjoy our legendary personalized service and recognition to make each of your visits with us the world over truly exceptional,” and suggests they take advantage of these services by contacting their Elite Contact via phone or e-mail.

It doesn’t appear that Four Seasons is asking travelers to book with the chain directly, but Ezon said Four Seasons Card holders certainly are not precluded from doing so.

In fact, Clerc wrote that one letter’s recipient should “share these details with your travel professional, personal assistant, or family members arranging travel on your behalf to ensure you benefit from seamless access to this new service, no matter who books your travel.”

But a follow-up letter to one client from director of guest recognition Paul Gardian requested the guest’s mailing address, to which the Four Seasons Card would be sent. “I hope you have been enjoying this exclusive service and that the recognition and service benefits of the Four Seasons Card have exceeded your expectations,” it said.

Ezon noted that will surely lead to the hotel sending direct marketing pieces to his customers. “It’s not up for discussion,” he said. “I’m not thrilled about it. But since they are going to be communicating anyway, it is good to have my name on the communique.”

Take-aways for travel agents
Ezon suggested that travel agents take a lesson from the ways in which hotel chains build detailed profiles of travelers, and combine their own client profiles with booking data to personalize and customize service and earn client loyalty.

“The key for all of us will be Big Data, and mining it and using it well. You have to use it for actionable benefits,” he said.

David Odaka, president and CEO of All Star Travel Group in Los Angeles, also was aware of the Four Seasons Card program. He agreed agents should be working more with suppliers “to create unique value for clients” and spending less time worrying about suppliers trying to reach consumers directly.

“We can’t always just complain. We have to take action to retain our clients,” Odaka said.