E-Marketing Four Seasons Hotel

Essay by Wardie April 2004

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Company History and Background

The vision for Four Seasons Hotel and Resorts began back in the 1960's when current chairman and CEO, Isadore Sharp, imagined a luxury accommodation chain that was able to set itself apart by focusing on personalised and quality services. This has proven to be a productive strategy for four Seasons hotel as success has placed it as one of the world's largest luxury hotel chains. Today four seasons hotel has expanded from being a single hotel operating in one country to having 55 properties in 25 countries. Four seasons hotel is mostly involved with management operations in hotels and resorts, however, it has recently ventured into non-hotel activities. The firm is currently involved in 3 lines of businesses, ranging from hotels to resorts to residential property all around the world. The origin of four seasons hotel was fixed in ownership operations, whereby the company owned both the real estate and the building.

In addition, the firm would manage the hotel or resort's daily operating activities. In more recent times, FSH has realised that management operations are actually a more rewarding business model that also reduce risk levels. Through this separate form of business, revenue is only created from the management operations that FSH would offer. Thus, the firm does not own the building or the real estate, but is solely responsible for the operating activities.

Since 1998, revenue from management operations has actually exceeded revenues from its ownership operations . Part of the firm's current growth strategy includes international expansion, with more than 20 new properties currently under construction. Therefore, as FSH expands, the firm is seeking management operation alliances rather than ownership ones. Furthermore, FSH is clearly an industry leader, as it has accumulated the most AAA Five Diamond Awards in the last 20 consecutive...