E Marketing Four Seasons Hotel Essay

2464 words - 10 pages

Company History and BackgroundThe 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 years and was ranked by the Zagat survey as the "Top Hotel Chain in the US" and the "Top Hotel Chain Internationally". FSH was also a leader in pioneering many "firsts" within the hospitality industry. These honors, along with many others, have benefited FSH in creating a strong brand name and subsequent competitive advantage.INDUSTRY AND COMPETITIVE ANALYSISGeneral EnvironmentWith annual sales approaching 65 billion euro on an average day, the hotel industry accommodates over 2.6 million guests in 3 million available rooms (and growing) in over 44,000 properties around the globe. Growing at an annual rate of approximately 2-3%, the industry is separated into four levels, consisting of budget/economy, mid-scale, first-class and luxury. Though there are numerous hotels around the globe, the major players in the industry are the 10-12 parent companies that operate a chain of hotels, often with brands that are spread across the four levels. In addition to international players, each tier also contains a great quantity of smaller hotels that competes in its particular tier. Within the...

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