Originally Posted by
bhrubin
I understand the exclusivity of Four Seasons NOT offering a loyalty program. That being said, with more and more FS properties, they are competing with more and more luxury properties that have them, so it will be interesting to see what FS will do. Peninsula and MO have much fewer properties, so there is less incentive nor need to offer a loyalty program. But FS is now competing with Ritz (Marriott), Park Hyatt (Hyatt), St. Regis (Starwood) in more and more cities, and the competition might be the push to a loyalty program at a future date. FS still largely out-competes those in general with better service, in my opinion, but not in all markets. Aman still out-competes FS in terms of service level, but they have not often competed in the same markets--though that seems to changing (Beijing, Hangzhou, Jackson Hole, Bali, Marrakech being current examples, with Tokyo coming up possibly). A number of unique boutique properties in various markets also offers FS increased competition (Upper House, Opposite House, etc), but I'm not sure they push FS towards loyalty program or not. I still think FS will eventually offer one, because the entire industry has moved in that direction and it offers a way to sate that need for even the higher segment travelers, including us.
+1 with your analysis though I say Exclusive BS. FS competes for high end business travelers along with everyone else. They can't fill their properties with royalty and movie stars. When FS first expanded it had a niche at the top that didn't require a program as the closest competition (RC in the USA) didn't have one either nor did many independent overseas properties. But most are now affiliated with some program, at the very least LHW.
I don't know FS occupancy rate but I'd wager it isn't near 90% because I can often find discounted corp rates (and even public discounts) for many properties. So clearly there is room for FS to boost occupancy. You can do that through discounting, improving the product, or marketing (i.e. freq. guest program). The last is cheapest.
I like most FS properties but I generally shun them
on the sole basis that they lack a reward program. Why should I stay at FS when I can get equally acceptable rooms at most St. Regis, RC and even some Hyatts? I am loathe to give up points not to mention status. Standard rooms, while luxurious, do not provide me perks I value like lounge access, butlers (St. Regis), suite upgrades, waived fees, and most importantly points that I can use for free stays on leisure travel. Nor do I like having to wait for coffee and ice.
