Why Doesn’t Four Seasons Have A Loyalty Program?

Filed Under: Advice, Hotels

Reader DhilJ asked the following question in the Ask Lucky forum:

Recently my family and I haven been staying at a couple of FS around the world and this got me thinking m: if practically every other hotel company in the world has a rewards programme – how does the FS manage without one and then how does it ensure customer keep on returning? I just think that in this day in age surely they would be at a huge disadvantage for not being able to guarantee customer loyalty? Also, do you think that FS will have a loyalty programme in the near future?

It’s a great question — why doesn’t Four Seasons have a loyalty program? A vast majority of other hospitality groups (and hell, many businesses in general) have loyalty programs, so what makes Four Seasons different?

Four-Seasons-Santa-Barbara - 18
Four Seasons Santa Barbara

Many of Four Seasons’ high end competitors have loyalty programs — think Ritz-Carlton Rewards, Shangri-La Golden Circle, St. Regis Starwood Preferred Guest, Park Hyatt Gold Passport, etc.

However, Four Seasons isn’t alone in not having a loyalty program. Mandarin Oriental, Peninsula, and Aman don’t have loyalty programs, just to name a few (though Aman is in a completely different league than Four Seasons, in my opinion).

Why doesn’t Four Seasons have a loyalty program?

Per a Skift article with Four Seasons’ CEO back in 2014, here’s why Four Seasons doesn’t have a traditional loyalty program:

Our focus, and we are very focused on it in terms of a “program,” is on recognition. Loyalty is associated with, if I demonstrate my loyalty by staying with you, I accumulate points and get free things.

Our view of our guests and certainly our feedback from our guests is they’re far less concerned about accumulating points to be redeemed for rewards as they are being in a position where they’re recognized and we understand their preferences and can serve them in that highly personalized way they’ve come to expect.

You will hear, over the course of the near term, our talking about programs related to recognition that we will be undertaking, but again, as I said, it is focused on the distinction between recognition and rewards. One is recognizing you, understanding your distinct preferences and desires and being able to accommodate those, as opposed to a points-based program. I actually think it’s very compatible with what our guests are actually looking for.

I don’t think this comes as a surprise, and in many ways I can’t blame Four Seasons for not wanting to have a points based program. Hotel programs are mostly revenue based, and airline programs are headed in that direction as well. At some point these become more like discount programs than anything else, especially as the programs become more and more revenue based.

Why Four Seasons should have a loyalty program

Four Seasons has long said that they’ve wanted to create a program about recognition, though we still haven’t formally seen anything on that front. I do think Four Seasons does a better job than average when it comes to tracking and recognizing repeat guests at individual hotels, but that’s not the case across the portfolio as a whole. Long term you’d think they’d want guests to be loyal to the chain as a whole, rather than individual hotels.

What makes this all a bit backwards is that Four Seasons really isn’t rewarding loyal consumers who book directly with hotels, but you can get very nice benefits (almost as if you have elite status) for staying at Four Seasons if you’re booking through Four Seasons Preferred Partner travel advisors, Virtuoso, or through Fine Hotels & Resorts.


Of course I understand why Four Seasons wants to keep travel advisors happy, but you’d think they’d be thrilled when guests want to book directly with them, without a travel advisor taking a commission.

Someone can really like Four Seasons, but still not have any loyalty to them as a whole, and that’s where a program can add value. What’s the point of trying to be loyal if you’re not getting rewarded for it in any way? That’s not to say that the reward has to come in the form of points, but rather through added recognition.

Four Seasons would argue they want you to stay with them because they offer a better all around experience, but that’s not universally true. Can Four Seasons say with a straight face that their property in Sydney is better than the Park Hyatt? The point is, a loyalty program can potentially impact where you choose to stay, even if it’s not that rewarding.

But maybe Four Seasons should have a points program as well?

I know the common thought is that Four Seasons shouldn’t have a points based loyalty program, but I think there could be merit to it as well:

  • There’s huge money in co-brand credit card partnerships, so Four Seasons could do really well with a co-branded credit card. That’s especially true since the people who would acquire one are likely to be affluent, and could be big spenders.
  • Luxury hotels hate directly discounting, while they still want to keep their hotels full as much as possible, which is why we frequently see them offer third night free, fifth night free, resort credits, etc. It’s a way to discount without cheapening the brand. The same could be true with a points program, as it would allow people to book without directly lowering the average daily rate.
  • Four Seasons doesn’t even necessarily have to issue points for hotel stays, but in theory could introduce a recognition based loyalty program, and then award points for other activities.

Bottom line

I really don’t understand what Four Seasons is thinking.

On the most basic level, they’ve been saying for years that they want to introduce a recognition based loyalty program. They haven’t done that, so in my opinion that’s a bit of a failure on their end (just in terms of what they’re saying vs. how they’re acting).

At a minimum I think there’s merit to them having a recognition based loyalty program, which customizes the experience even more for frequent guests.

However, I think they’re also underestimating the value they could get out of a points based system, especially if they introduce a premium credit card.

Do you think Four Seasons should have a loyalty program, and if so, should it be strictly recognition based, or also have a points system?

  1. Ben, did the CEO mean a recognition program in the traditional sense of a loyalty program or better internal processes that help staff identify and recognize guests but not in the traditional sense where the guest would sign up for something. If the point was to make things seamless it might make sense there is no publicly launched program?

  2. I suspect that Four Seasons doesn’t want to tarnish their brand by having points. Get diamond status, get a free chocolate bar in your room and a drink ticket for the lounge, LOL! I don’t think Rolls Royce or Aston Martin have points either. It would simply be too weird to have a Rolls Royce credit card in your wallet beside your Chuck-e-Cheeses discount card. Ok now I’m just being silly.

  3. As someone who stays at Four Seasons a fair amount, I’m kind of glad they don’t have a traditional loyalty program. On the one hand, of course I’d like to have free perks for staying there more often. But on the other, I find that I have a tendency to obsess over points and status when I’m staying (or flying or whatever) with a company that does have a loyalty program. To the point that it can actually detract from the overall experience – e.g. picking hotels or flights that are less pleasant just in order to get more points or earn status. When I go to Four Seasons, I know that this isn’t part of the experience, so I just put it out of my mind. I know some people enjoy points and status chasing as a hobby, but I see it as more of a means to an end (making business travel more pleasant, primarily). So not having to worry about it when I’m on vacation is pretty liberating.

  4. Couldn’t the arguments for and against Four Seasons having a more traditional program also be applied to Mandarin Oriental and Peninsula?

    Frankly, when I’m visiting Bangkok and want to use points, it’s Conrad or JW Marriott. When I’m visiting and paying cash it’s always Mandarin Oriental or Peninsula. Also note that Sydney’s Four Seasons is really an outlier in terms of not being nearly as up to snuff as other FS properties. Having stayed at the FS Singapore a number of times now, I can say it’s hands down my go-to property there. I love points as much as the next person, however I’ll forego them if I can have a better experience.

    All that said, thank goodness for Park Hyatts, as they compete with the best of them, and in Chicago it’s always Park Hyatt for me (vs. FS or Peninsula).

  5. I don’t get it, there comes a point when the hotel is nice/luxurious enough. What’s the use of throwing away money to get a “nicer experience”. How much nicer is FS vs upper end Hyatt, or a good Hilton? What, are the beds softer, food better? Free escorts? LOL

  6. I booked the FS Bora Bora and used the Preferred parnter (I won’t say which agency), and while I haven’t checked in yet, the only true difference I can tell is a “possible upgrade based on availability, yadda yadda” and breakfast in room. If I booked directly with FS I get the free breakfast with a fourth or fifth night free package.

    So, if I’m lucky I might get a better bungalow and brekkie in my room versus the restaurant. I wasn’t impressed with my preferred partner that I used, so when I check-in I’ll see if it really matters or just a marketing gimmick instead of a loyalty program.

  7. At the very least you know no one will do any mattress runs at FS properties. 😉
    Each and every hotel brand will have its own ‘culture’ and if it means no points program, so be it. Their market is clearly not those who want to get points from a credit card bonus or free amenities and what not and that’s fine. I agree FS is not in the same league as Aman but at the same time Aman has fewer properties worldwide than FS.
    I’ve only stayed at the FS properties in Hawaii and will admit I was always blown away by the experience.

  8. People that pay the rates for a Four Seasons probably don’t care about rewards. They can afford paying for their stays. Also, Four Seasons probably wants to “filter” who they want in their properties and not have someone that earned the award by applying to credit cards.

  9. Four Seasons, Peninsula, Mandarin Oriental, and Aman don’t have a loyalty program because (1) they don’t have to in order to secure customer loyalty and (2) they believe it diminishes the quality of their luxury experience. But it’s far more about the former than the latter.

    Elite things take advantage of perception and human need to feel superior. Any car can get you from point A to point B, but some rich people will pay a premium for a Mercedes or a Porsche or a Bentley over a Ford or Chrysler or Toyota. People can even perceive that a Bentley is better than a Rolls or that a Mercedes is better than a BMW…but it’s all relative.

    The same is true for FS vs MO vs Pen vs RC vs StR vs PH. There are plenty of PH, StR, and RC where one can use points and get the same or even better luxury experience than at the cash only FS or MO or Pen (or even Aman in a few circumstances, if not most). Not everyone can agree, nor does everyone need to agree. Most who weigh in haven’t even really stayed in all so as to give a true and fair comparison and contrast. Reputation breeds all sorts of B.S.

    Aman, MO, and Pen aren’t big enough chains that they easily can or should offer a loyalty points program. FS is big enough to consider it…but has opted to go in the other direction. Fine! Let the chains do what as they want. Consumers have plenty of choices these days, regardless.

  10. We have stayed at the FS Scottsdale and Vancouver for many years. Also FS Nairobi and others. When I had a issue at the Scottsdale resort last year and mentioned our loyalty, I was told by the desk that they had no record of our previous visits. I was surprised. I thought our frequent stays would give us some consideration, but that was not the case.

  11. Every “competitor” you listed that has a loyalty program is also part of a portfolio of brands. My guess is that most of them were essentially forced into the company-wide loyalty program . Four Seasons is a standalone hotel brand, as is Aman and Mandarin Oriental.

    Loyalty programs are often designed to make up for some deficit. So you might pick United over American even if the American flight is cheaper because you get perks on United. Or you pick the Andaz over the Four Seasons because of you earn points at the Andaz, not because you want to stay there. Four Season’s stance seems to be that they would prefer to excel, particularly in the customer service arena, to the point where they don’t need a loyalty program to ensure brand loyalty.

  12. What I can be 100% sure of is that Four Seasons Sydney property is in fact driving loyal customers away from the brand. Our 9 night stay there was absolutely terrible and the complete lack of response I received from numerous emails, tweets, and Facebook posts is startling. I used to be a FS loyalist but I’m shifting my stays over.

    Thanks for posting Ben, i always love reading your content!!

  13. There is one of sorts. I own a property at the FS Residences in Austin and am part of some sort of pilot program for loyalty. I have a card made out of carbon and a number to call somebody specifically assigned to me as an ambassador.

    I actually don’t stay @ FS a lot if only because most of my travel is for business, so I don’t know how beneficial it is, or how they identified people to be a part of it.

  14. The best way to earn loyalty is to provide consistently amazing service, which will make me want to choose that brand again. Points loyalty programs are there just to lock you in, so that you’re less likely to quit a brand even if they screw up a fair amount.

    I have no incentive to quit Mandarin Oriental or Aman because they’ve (over)delivered every single time. I prefer they spend the cost of running a loyalty program on things like sending a concierge with me for 3 hours to the doctor’s office in Tokyo to get an eye exam which I needed in order to buy contact lenses that I forgot at home. That’s how you build loyalty.

    All these brands still have internal “recognition” software, but it doesn’t look like it works across properties. But based on a survey I received from Mandarin, they might be doing something to fix that, since they were asking repeat guests for opinion on precisely this topic.

  15. They were going to start a loyalty program. I was one of 4 people about to spearhead the program. Then our CEO was let go and it seemed the project went with her. Too bad for everyone… good thing I hadn’t quit my other position yet!

  16. People that pay the rates for a Four Seasons probably don’t care about rewards. They can afford paying for their stays.

    Most stays at non resort hotels are business people staying on corporate rates or at least on the company dime. Looking at the salary range of a typical road warrior FS guest it would be $350k to $650k. They are leaving a lot of tax free money on the table if they opt for FS over Ritz, Park Hyatt etc.

  17. I think the answer is very simple and has already been answered: FS (and the other true luxury brands) don’t have loyalty programs because they do not need them. Furthermore they might hurt them.

    The last thing they want are guests who stay there once on a free CC offer, pay nothing and possibly diminish other guest’s experiences in a number of ways.

    I have stayed at all the above mentioned brands (save for MO) and find that the experiences generally far exceed those at more mainstream brands (including PH). There is a focus on personal attention that in essence boosters customer loyalty far more than points ever could.

    We tend to suffer through crappy flights on domestic carriers or sub standard stays at mid level chains in order to gain points. But what if those flights or stays were exceptional and enjoyable? thr entire dynamic shifts.

    I would take a night at the Hong Kong or Paris FS over a dozen free ones at a Hyatt.

    Part of the reason these hotels can offer superior service is because they are not shuffling around free guests and creating a tiered system.

    In other words whatever they are doing is working for them. They are creating very loyal guests and maintaining a high value to their properties by not outwardly discounting them. What incentive would they have to change this?

  18. @Charlie McMillan
    mercedes benz does have an amex platinum. You get 5x MR points on service and parts. After minimum spend in a year, you get $1000 coupon towards new MB , no restrictions except a couple high end models i think

  19. I dont care about a loyalty program. The determining factor about a hotel is the GM and how its run. I would never choose a hotel based on poits or whatever. Names no longer mean anything. I have stayed in enough bad and I mean really bad “Name” hotels to realize loyalty doesnt matter. If I were the lady that stayed at the FS frequently and they had no record of it I would find somewhere else to stay.

  20. FS used to have a loyalty program which was called “By Invitation”. They shut it down 2 years ago and it had only been in function for 2-3 years… I don’t know what happened with that….

  21. Four Seasons don’t need a loyalty program. Its always my feeling that they build their loyalty by recognition and delivering a very high level of product and service. I love staying there but more often than not I can’t justify the cost and frankly do build points with some of the other chain hotels. I stayed at a Park Hyatt on the weekend and it was as though I had never stepped into the property before so I don’t think loyalty programs always add to recognition or customer service. However even on a busy Saturday night they had no hesitation in changing and upgrading my room when I advised I didn’t like the room I had been allocated so I am sure my history came into play at that point. But if I had that non recognition experience at the FS Scottsale as a previous commentator, I would be severely p…..!

    There are so many luxurious benefits and high level of service staying at a MO or FS and as you say Aman, that it is the reason one makes that choice – they are in a class of their own and of course a price point as well! And in my limited experience when I have had a problem (non hotel related) they can really hit their straps and deliver which in foreign countries can really be critical.

    On a different scale I never collect those coffee loyalty cards. If I go to the same place regularly I want them to know me and my order. I want them to add to my day not treat me like one of the faceless squillions they deal with and if they want to give me a free coffee every so often that’s great but I sure am not going to search around for them to clip a little card so they can give me a $4 coffee like its a bonus – just cheap!

    As mentioned previously by someone, the FS in Sydney is an outlier and was built as a Regent and was part of the deal when FS took over Regent. It is now one of the oldest supposedly 4 star properties in Sydney but so far below its competitors I’m sure FS would not want to be encouraging its best customers to book there, a good reason not to have a loyalty program I say!.

  22. I have not stayed there but after visiting the web site the FS Sydney appears very nice. What on earth is making it earn these horrific mentions here?

    I’m honestly curious. The facilities? The location? The staff?

  23. Lucky, you ask “What’s the point of trying to be loyal if you’re not getting rewarded for it in any way?”.
    I think it is the wrong question. People don’t book FS because they want to be loyal, but because they believe they get a great product when choosing their individual hotel.

    FS can get away with not having a loyalty program because their brand promise is strong enough. Of course, this will only work for as long as they continue to execute really well, so if they go down the path of Ritz Carlton, they better add a loyalty program.

  24. It’s my understanding that they don’t have a program is because they are not really a hotel brand such as Hyatt, Marriott, Starwood. Very few FS hotels are actually owned by the hotel. Most are purchased by a person, company, country and then they hire FS to manage the property. It would be very hard for all the “owners” to agree to the same program. Do Michael Dell and Larry Ellison who own their large properties on Hawaii and Lanai and are constantly at capacity to give away free rooms for loyalty.

  25. When I lived in Australia, I would regularly stay at the Regent in Sydney (now the Four Seasons). I loved the hotel then, but haven’t stayed there in a number of years, so couldn’t comment on the current status of the hotel.

    When planning my upcoming trip to Australia this year, I debated between staying at the Four Seasons versus the Park Hyatt. The Four Seasons was much cheaper, so I don’t tend to think of them as a more luxurious “chain”.

    In the end, I took part in Hyatt’s summer promotion to earn enough points for three free nights at the Park Hyatt.

  26. @Susan Good choice. I just came back from PH Sydney! The service was fantastic and the property is amazing. I went to FS Sydney since the spa at PH was closed. I turned right back. The FS was outdated and it felt like a hotel from the 90s. Enjoy Australia.

  27. They shouldn’t. Frequent Flyer/Sleeper/Eater/etc. programs exist for two reasons: the first they already accomplish, the second they don’t want.

    The first reason is to allow a business to identify their best customers and enhance their experience with more personalized and relevant actions. I believe most FS customers would tell you that FS already does this. They keep information on customers and staff are attuned to identifying and meeting individual needs. Some companies need the programs so they can direct front line staff to treat the best customers better, FS front line staff are already enabled to do this and don’t need computerized suggestions to do so.

    The second reason is to attract the incremental business via promotions, incentives, etc. FS doesn’t want this type of customer. They seek and attract customers driven by the highest level of service and product. Incentive (e.g. lower margin) customers would only lead to dilution of this value proposition.

    By the way, most loyalty programs destroy value: they cost more than they generate in incremental business but they proliferate because if a competitor has a program, it must be matched to maintain parity. But the incremental revenue doesn’t cover the full costs because everyone gets the points but only a few deliver incremental business.

  28. I think this is ultimately about market segmentation. Marriott, Hyatt, Hilton, etc., are pitched at a more price-sensitive audience where a discount (in the form of rewards points) can drive more business. While they have some luxury properties in their portfolio, most of their hotels are far less expensive than Four Seasons (and if Marriott or Starwood only had Four Seasons level hotels, without anything lower in their portfolio, I’m not sure they would still have a rewards program).

    Four Seasons really caters to a lot of business travelers, with very generous travel policies, or wealthy consumers who are not price sensitive. That group just may not care about rewards. I have worked with a lot of people who makes millions a year, and they don’t even bother to preserve their airline miles for all of the $15,000 business class tickets they buy–much less sign up for a hotel rewards program. I think having a rewards program would just cheapen the experience in their mind.

    The discounts for Virtuoso, etc., actually make sense in this mindset. The “core” Four Seasons customer doesn’t care about price at all (either because they’re very wealthy, or their company is paying), so they’ll just fork over the rack rate with no rewards. Virtuoso gives Four Seasons a way to effectively offer covert discounts to affluent consumers who are slightly more price-sensitive. Four Seasons doesn’t want to directly cut the price too much — because they wsnt people to perceive Four Seasons as a premium brand, and overt discounts would undermine that. But Four Seasons can throw in some extras that deliver a greater value to those price-sensitive consumers to get more of them to stay at the Four Seasons on nights when it’s not booked up with “core” customer demand. For example, a fifth night free or a free spa treatment through Virtuoso — it’s kind of like a discount, but officially you’re still paying a high price for the room, so it won’t cheapen the brand as much as overt discounting would.

  29. I am surprised by many of the arguments posted on here to explain why FS doesn’t need, or shouldn’t have, a loyalty program.

    In particular, the argument that “people who stay at FS are so rich they don’t care about points or discounts” is incredibly silly. I stay at FS properties fairly often – on corporate discount – as I would guess fully half the guests are in their urban properties. Not everyone pays full price, and even if they did the idea that wealthy people don’t care about discounts or smart spending is nonsense.

    Secondly, the argument that the brand has such a high intrinsic value that a loyalty program would devalue them is hard to believe. Not just Sydney but a number of their properties worldwide are on the older side, even if very well run (looking at you London Park Lane). As I have said they already discount heavily at many properties for corporate rate and some properties (like Macau) are nothing more than upscale conference hotels.

    In order to collect points and/or elite benefits I would happily choose a Park Hyatt (gold passport) or Raffles (Fairnont president’s club) property over FS – the idea that those brands are inferior just doesn’t hold water. FS is a great hotel chain but they would definitely benefit from a loyalty program.

  30. Recently my family and I haven been staying at a couple of FS around the world and this got me thinking m: if practically every other hotel company

  31. People miss the mark when they say FS doesn’t have a loyalty program because they don’t need one, or their customers don’t care, etc.

    The real reason is that FS (and MO and Penn) just think they can get by without one (which is not the same as saying they don’t need one). There is no imperative to have one, so they don’t. Saves them money (credit card hook-ups aren’t going to earn them that much in comparison to the costs of setting up and running such a program given they are smaller than SPG, etc).

    Businesses think from their perspective first and foremost, not the other way around. And they need to be motivated to institute changes such as this, and they just are not here.

  32. One of the reasons I stay at FS hotels is because they don’t have a loyalty scheme (that I’m aware of). Rather depressing to see status-chasers trying to get anything they can for free or at a discount, nickel and dime-ing their way through their stay.

  33. Ted, the FS Sydney is not horrific, it’s just old. It was the first real luxury hotel and first waterfront property in Sydney when it was launched early 80’s as a Regent Hotel, then a new luxury brand. It occupied the no 1 spot for a decade with the best restaurants, ballroom & parties. Times changed & so did Sydney as business & tourism boomed & along came the competition Park HYATT, Intercon, ShangriLa also on the water plus luxury Sheraton & Hilton properties further up in the CBD.

    It’s a fine hotel, just not FS standard and does not match up to newer properties but its views are still stellar.

    Interestingly one of the founders of the Regent Group was the amazing Adrian Zecha who subsequently went onto found Aman & is about to launch a new group in China I think.

  34. Wesley, interesting take. I am gonna assume you only ever pay full rack rate then to avoid being seen nickel and diming?

    If status chasing involves a tangible and regular recognition of my loyalty, like upgrading me to a suite on check in, across global properties, then happy to do it.

    On a separate note, on my last stay at MO Singapore the receptionist told me (when I asked) that they actually operate an invite-only loyalty system for their most regular guests globally. Hadn’t heard that before but if it’s true might be a model for FS to follow.

  35. Interesting conversation. I don’t pay any attention to hotel loyalty programs, just airlines. Why? For me, it’s hugely beneficially to be able to secure exit row seats (given my height) and not have to worry and stress over legroom issues. Hotels are different. For work, I don’t care where I stay – I decide exclusively on price and minimizing my ‘commute’ to work activities when traveling. I can sleep on most any bed (mattresses just aren’t that different/important to me for a few night business trip).

    For pleasure, it’s all about the experience. I look to trip advisor reviews, location and any personal references when choosing a hotel. I want to stay at the precise hotel I want, and though I’d love to do the same in flying to international destinations, I can’t afford a $15k RT FC airfare on the carrier and exact dates of my liking, so I’m willing to be flexible. However, I’m happy spending $600/night for a week for the nice room at the FS with the great view (my favorite? FS Sayan, pool villa, river front).

    Anywho, I hadn’t really dwelled on why I have no desire to collect points for hotels (then again, if I spent 100+ nights on the road for work, my tune would be different).

  36. Ben, I just received an invitation to a a new guest recognition program for Four Seasons which does appear to be by invitation only for very frequent guests. It has assigned a number to my reservations from here on in and I have been informed I will receive a card and more details of benefits in the coming months. I am suspecting it is more of a recognition piece rather than offering points/rewards etc. Nonetheless it seems to be a step in the right direction. Feel free to contact me if you would like me to forward you the invitation I received.

  37. @Jane…
    “On a different scale I never collect those coffee loyalty cards. If I go to the same place regularly I want them to know me and my order. I want them to add to my day not treat me like one of the faceless squillions they deal with and if they want to give me a free coffee every so often that’s great but I sure am not going to search around for them to clip a little card so they can give me a $4 coffee like its a bonus – just cheap!”

    Ohh yeah….now I remember…I saw your name in top 10 on Forbes World’s Billionaire List!! 🙂

  38. Four Seasons is waay above Ritz and many other 5-stars hotel……… Mandarin is the only brand that come closest to 4S quality……… I’m not considering Aman since they are mostly “resorts” and purposefuly build just a few number of rooms and many staffs for just one guest or more…….. Quiet easy to managed, I think.

  39. They do have such a program. It is by invitation only and not advertised.

    If you say a lot and buy expensive suites you will be invited.. Might take a few years to staying.

    I am a Level 10 member which is the top level. At every property on my arrival the GM is there waiting to greet me for example. Other very nice benefits also happen but nothing free at all nor is it expected.

  40. Being rewarded for being loyal is ALWAYS a good thing. For example, I have been with Verizon before it was Verizon. Over 20 years. From my first phone when I was young. They used to reward that which was greatly appreciated. Especially with the cell market flooded it was nice to know they wanted my business.

    Now they do not reward me for 23 years of loyalty. When I call, they tell me I am one of the few who have been consistent and with the company that long. However, there is no reward. I stay because of the cell quality service but I am very disappointed in their lack of PR for those who have shown loyalty. Should a company come along that provides Verizon cell reception quality and rewards me, I’m gone to them. Because Verizon has shown with many other competitors that it does not care if I have been loyal. I am a loyal person, I expect loyalty with those in my life.

    Which makes my point; I’ve stayed at every five star luxury chain many times. Four Seasons is no better then the rest. Some are better then Four Seasons. But if they snub me by saying they are not acknowledging that I used their hotel X amount of times when I had had 10 other five star choices, then they are by their actions, showing me I am not special. Saying you ‘will notice my loyalty’ is cryptic. When you are special or loyal, you show it. Simple. It’s in YOUR ACTIONS. Not your words that we as special- secretly being tracked for some extra strawberries one time in the future…. Maybe if we’re special enough Four Seasons will give us a room with a view or extra chocolates. BS. No thanks. Any one brand that says it ‘cheapens them,’ to reward you, needs a new head of PR. Seriously.

    Being in business myself, my thought is this; if you show people they are special and you treat them that way, they will stay. This is a hospitality based business, show some Four Seasons. For this reason I now stay at Four Seasons Competitors. I like being rewarded. Plain and simple.

  41. Recognition is not about free perks but someone knowing who you are, your preference and make your stay as comfortable as possible.

    May be you just didn’t stay in FS enough to be recognised. I used to stay 30 nights a year in various properties which is not a lot in any loyalty standard but I always get the recognition and I get upgraded about one every two stays.

    I went to London Park Lane last year with a 3 years absence and as I get out of the car the doorman still remembers me and greeted me by name (they did not have my flight details, and I booked my own car).

    With upgrades I am not talking about one category here but I have been upgraded to Royal Suites more than once.

    Also, Sydney has much improved since last year – yes they have renovated it but now their service level is also up to the standard.

    Of course I have stayed at places better than some FS, but it’s the consistency and their amazing service recovery that put them on the top of the list each time. If a city had a FS that will be where I am staying.

    I am certainly looking forward to Aman when I have the opportunity but MO, RC and Pen had me left disappointed.

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