Big news for the Four Seasons brand this week: Hotelier Middle East is reporting that the Canadian company will launch its first guest loyalty program in the third quarter of this year.
Regional vice president and GM Four Seasons Hotels Thailand Rami Sayess told the news site that the brand has resisted having a loyalty program "for many, many years," but that it was necessary to progress with the times. “Once we have it quarter three of this year, it will make a big difference and it will show our guests how much we value their...support,” he said.
The launch of the loyalty program reportedly stems from the expansion plans. Last year, Jane Burnell, Four Seasons VP sales – Europe, Middle East and Africa, had said that a programme was not necessary for the brand, which had 87 hotels at the time. Today, it has 91 properties open with 60 in the pipeline, including one scheduled to open in Dubai next year. "Loyalty programmes work when you can actually use the points if you’ve got enough products — or routes for an airline,” she said back in May.
Burnell said the potential for developing “something meaningful for the client” was growing in line with global expansion of Four Seasons' hotel portfolio.