Want to take advantage of Four Seasons Preferred Partner benefits, including a space available room upgrade, complimentary breakfast, a hotel credit, and more? Contact Ford ([email protected]) for more details. He may even be able to help if you already have a stay booked.
Four Seasons is one of the world’s most popular luxury hotel companies, given the brand’s constantly growing portfolio and excellent service. There are often questions about whether Four Seasons has a loyalty program, so in this post I wanted to take a closer look at that. Let me say upfront that the short answer is “no.”
In this post:
Why Four Seasons doesn’t have a loyalty program
While Four Seasons is known for its great hotels, one frustration among a certain subset of consumers has been the hotel group’s lack of a loyalty program that allows you to earn and redeem rewards.
Why doesn’t Four Seasons have a traditional loyalty program? Here’s Four Seasons’ philosophy:
- Four Seasons’ focus is on recognition, rather than the traditional concept of a loyalty program, whereby you accumulate points and get free things in exchange for business
- Four Seasons says that feedback reflects that Four Seasons guests are less concerned about accumulating points to be redeemed for rewards, and are more concerned with being recognized and having their preferences understood, so they can be served in a highly personalized way
- In the past few years Four Seasons has been working on improving programs related to recognizing guests
As Four Seasons’ CEO explained:
“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.”
Ultimately it seems that luxury hotel groups are split when it comes to having points-based loyalty programs:
- Competitors like Park Hyatt, Ritz-Carlton, Shangri-La, St. Regis, Waldorf Astoria, etc., do have loyalty programs where you can accrue points
- Competitors like Aman, Mandarin Oriental, and Peninsula, don’t have loyalty programs where you can accrue points, but rather have some form of guest recognition
Could Four Seasons benefit from a points program?
Four Seasons has a loyal enough client base that it feels it doesn’t need to offer points, and for some people it may even detract from the experience. If we’re going to view a points program as a cost center (which is how many travel companies approach it), then I’d generally agree Four Seasons is fine without a loyalty program.
At the same time, Four Seasons has such incredible brand recognition and a loyal following, and I feel like that could be leveraged for a points program in a profitable way:
- I’m sure an uber-premium Four Seasons credit card could be incredibly popular, and it could be a good way to fill hotel rooms without discounting rates
- Luxury hotels don’t like discounting rates, either directly or through third parties; this is why we often see offers for a third or fourth night free, etc.; in that sense, a points program can be a great way to fill rooms without having to discount rates
In other words, even if Four Seasons didn’t want to start awarding points for stays, I could still see value in Four Seasons profiting off of a co-branded credit card.
How everyone can get perks at Four Seasons
While Four Seasons doesn’t have a loyalty program, the reality is that all guests can receive elite-like perks just by booking in the right away. Specifically, the Four Seasons Preferred Partner program is the best way to maximize value at Four Seasons properties.
Four Seasons Preferred Partner is a program available through select travel advisor, offering additional perks for stays at Four Seasons properties (including Four Seasons Private Retreats). For booking through a Preferred Partner agent, you receive many of the same perks, including:
- Breakfast for two
- A hotel or resort credit
- A room upgrade subject to availability
- Late check-out
Four Seasons Preferred Partner perks can be applied to virtually any rate bookable directly with Four Seasons, and upgrades through Preferred Partner are prioritized ahead of upgrades through Amex Fine Hotels + Resorts®, Virtuoso, etc.
The reality is that the perks offered through Preferred Partner rival what you’d otherwise receive through elite status with other major hotel loyalty programs.
Ford is always happy to help with Four Seasons bookings and is a Preferred Partner agent, and he can be reached at [email protected]. He doesn’t charge any booking fees for Four Seasons reservations, and you’ll pay the same rate as you would directly with Four Seasons.
Bottom line
Four Seasons doesn’t have a loyalty or points program, instead choosing to focus on guest recognition and ensuring that each guest has a great experience. The good news is that every guest can be treated like a loyal customer by taking advantage of Four Seasons Preferred Partner through an eligible travel advisor. This offers perks like complimentary breakfast and a hotel credit, and can add hundreds of dollars of value per stay.
I do still think there’s big revenue potential for Four Seasons introducing a co-branded credit card, though, given the demographics of its consumer base.
What do you make of Four Seasons not having a points program?
Want to take advantage of Four Seasons Preferred Partner benefits, including a space available room upgrade, complimentary breakfast, a hotel credit, and more? Contact Ford ([email protected]) for more details. He may even be able to help if you already have a stay booked.
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Learn about Four Seasons basics: Four Seasons Preferred Partner, Four Seasons Private Retreats, Four Seasons Yachts, Four Seasons Private Jet, Four Seasons travel agents, Four Seasons loyalty program, and maximizing value at Four Seasons
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