Originally Posted by
Jasper2009
I very much disagree with your Fairmont - Swissotel merger proposal. In terms of product, pricing and customer segment Fairmont is much closer to FS than Swissotel.
Swissotel does have some brand loyalty in Europe and Asia, but not much in NA. Even the better Swissotel properties aren't particularly impressive.
Perhaps all 4 brands could reflag/categorize. Raffles Singapore would never lose it's affiliation. Singapore, Dubai, Vancouver, Shanghai have more than 4 properties, they could be the brand centres for the group with flagships of each brand.
You could easily rebrand Plaza and Savoy as Raffles or Four Seasons. You wouldn't want to lose the Four Seasons flag as it has quite a strong brand, but you could say: Four Seasons @ Raffles Singapore.
-Raffles could become the Heritage Place Brand synonymous with Colonial Historic Properties, or be decommissioned outside of Asia.
-Four Seasons could be used in all 4-5 star properties
-Fairmont could be used on most 4 star properties
-Swiss/Movenpick could be used to represent Business Hotels (3 Star)
FM and SW are a story of extremes.
Swissotel Tallin, Estonia is quite nice. It is centrally located and is quite luxurious.
Fairmont Newport Beach, USA is quite a dump, and in a less than desirable location (even though it says Newport Beach, it is located in Irvine, but closer to Santa Ana than Newport.)
Four Seasons Loyalty Program: "By Invitation"
http://loyaltylobby.com/2013/08/27/f...yalty-program/