Four Seasons Responds to Ritz-Carlton Rewards

Travel Agent told you on September 13 about Ritz-Carlton's new Loyalty Rewards Program, a new partnership with its Marriott rewards program that targets the elite traveler. We wanted to get feedback from a rival luxury brand to see how this new program will affect competition in the market.

We spoke with Susan Helstab, executive vice president, marketing for Four Seasons Hotels and Resorts, which currently does not have a loyalty program. "Research conducted with our guests tells us that loyalty programs are not the primary reason for choosing luxury hotels," she tells Travel Agent. "Personal recognition has always been, and continues to be, critical to our guests. In addition, tangible acknowledgments of appreciation for their loyalty are also valued."

Helstab tells us that formal recognition programs are something that the company continues to evaluate. They will continue to take their cues from their guests and run the business accordingly.


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