It is great news if Fairmont can finally come up with a loyalty program that could compete with the other major chains. I would really welcome the addition of 4 Seasons if it has a great loyalty program. (Else what is the point of the addition where there is no branding synergies?)

Fairmont and Swissotel are quite different; a loyalty program of 4 Seaons, Raffles, Fairmont, Swissotel is fine. Starwood does a good job with their different brands too. Just figure out a good loyalty program.