Content brand of the week: Four Seasons, the hotel chain making it special for everyone

The Four Seasons? Does this mean my all-time favourite musical, Jersey Boys, is finally content brand of the week?

No, no, it means the premium hotel chain Four Seasons is content brand of the week.

Well I’m not sure how a mere hotel chain will match up against the lyrical genius of Frankie Valli, but let’s give this a shot.

We think the Four Seasons is worthy of our most prestigious weekly honour because of the sterling work it’s doing in bringing the luxury world of travel into the digital space. The brand’s main channel for doing this is its magazine, the imaginatively titled Four Seasons Magazine. You can reach it by visiting magazine.fourseasons.com.

So far, so simple.

With five tabs in its main navigation, the magazine organises its content thus: ‘Travel, food & style’, ‘Destinations’, ‘Concierge recommends’, ‘Weddings’ and ‘Offers’. Straight away you get a sense of the type of people that this site is aimed at. They’re either used to travelling in style, in which case the recommendations of a concierge will be most valued; or they’re planning a special treat like a wedding; or they’d love the chance to take a luxury trip but they don’t fancy paying full price.

Yeah I reckon a few people might baulk at paying $45,000 per night

The brand understands the different potential audiences viewing its site and segments accordingly, and in doing so it helps bring the luxurious feeling of high-price travel to life for the digital world. The concierge recommends section uses real-life recommendations from concierges in the chain’s global locations to help enrich the customer’s stay. Simply choose your destination from a drop-down menu:

Screen Shot 2015-01-09 at 15.30.20

 

Then hear what a local expert has to say:Screen Shot 2015-01-09 at 15.29.57

Sign me up for the Tequila tasting!

I thought that might catch your eye. Of course it wouldn’t be enough for Four Seasons to segment content within its main channel, it also has a raft of other sites that cater to specific types of travel.

As long as it’s expensive

Well… yes. This is ‘Have Family Will Travel‘, the brand’s designated space for people travelling with children.

Screen Shot 2015-01-09 at 15.38.51

 

Straight away you’re struck by how targeted this site is toward kids, from the cute characters in the masthead, to the image of a looming Disney hound and a couple of smiling cherubs, to the clever ‘Advice from Moms’ CTA. Then there’s the ‘Kid’s Concierge’ option that lets parents filter search results by destination, the age of their kids and preferred activities for keeping the little terrors occupied, including biking, cooking, scuba diving and zip lining.

All I had to keep me amused when we went on holiday was a rubber band and my imagination…

Yes and look how you turned out. If you dig a bit deeper you can also find reviews by real customers, including parents, who’ve stayed at a Four Seasons hotel or resort, complete with pics of adorable kids enjoying the luxury environs.

Screen Shot 2015-01-09 at 16.06.53

We’ve no doubt these reviews are heavily ‘curated’, shall we say, but it’s still invaluable to have consumer testimonials as a sales tool in this world of TripAdvisor, Yelp and myriad other travel review sites.

Fight fire with fire you mean?

Something like that. It isn’t just parents of young kids that get their own Four Seasons online experience though, there’s also a site for foodies (called Taste), as well as ones for Brazilian, Spanish and Russian-speaking travellers.

Can I borrow about $120,000? I think it’s time I took a weekend break.

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Author: Tom Owen

A strategic storyteller and compelling content creator, awash with acuity and adept at alliteration. I work for Speak Media. www.speakmedia.co.uk

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