Four Seasons has long resisted establishing a loyalty program. But that may be changing in 2021 after the luxury hotel chain hinted at new elite benefits.
Four Seasons Loyalty Program
In 2016, Four Seasons introduced an invitation-only guest recognition program. It was called the “Four Seasons Card” and only awarded to the hotel’s most frequent global elites (50-70 stays per year) to ensure the “same level of care and attention” at every Four Seasons property.
Four years later, Four Seasons is hinting that a wider loyalty program is coming in 2021. In an email to frequent guests from Christian H. Clerc, President of Global Operations, a January 2021 announcement is hinted:
I would also like to share some exciting news. In early January 2021, we will be introducing new Elite benefits to enrich your experience, wherever you travel with us. We look forward to sharing these with you soon.
Although the pandemic has changed many business models, I have to imagine that Four Seasons still wants to maintain an aura of exclusivity around benefits at its portfolio of 100+ hotels around the world.
But could it finally be time for a co-branded Four Seasons credit card? Could it be time for more clearly-defined guest recognition like confirmed upgrades or breakfast benefits?
While Four Seasons has never struck me as that sort of hotel chain, that is the sort of value-add “elite benefits” that might be most helpful to frequent guests at the hotel chain.
When it comes to hotels and resorts, loyalty programs have the capacity to transform business from a transactional to a far more deeper and loyal, long-term engagement. Four Seasons has long-resisted a loyalty program of its own, but it appears it may finally introduce one in 2021.
Would a Four Seasons loyalty program lead to more stays at the hotel chain?