Four Seasons has launched a brand-curated portfolio of vacation rentals, available via a new website.
The subdomain features Four Seasons approved rentals that match the brand's exacting standards for hospitality, and features rentals in the Americas, Africa and Asia. Four Seasons employees are also available to ensure the experience meets those standards while maintaining the consistency of the brand.
In sharing the new product, Four Seasons' VP of Worldwide Residential Operations Jose Soriano, identifies changing trends in travel as a key driver for the project.
We're seeing a steady increase in multi-generational and small group travel – guests who want to get away with children, grandparents or groups of friends to celebrate holidays or mark special moments – and these guests are looking at residential options.
Our new website takes the guess work out of finding a Four Seasons vacation rental that offers the privacy, space and freedom of being at home with an ideal base from which to explore a new destination, relax or entertain – all while having full access to Four Seasons signature service and amenities to deliver every comfort and luxury.
The step into vacation rentals follows recent moves to spread more deeply into travel, including a branded private jet this year and an $18 million website revamp in early 2012. The company is clearly focusing on growing the brand by providing a series of products that resonates with a specific demographic across use cases, and started on this journey with the now-standard hotel residences.
The concept is basically to build Four Seasons as a lifestyle brand that can deliver curated, luxury services for a variety of situations. Rather than segment itself into luxury hotels, the brand is being managed towards capturing the "Four Seasons guest" however and wherever that guest travels.
Other luxury vacation rental brands have popped up alongside the traditional rental players, focusing on creating a place for higher end rentals - such as Inspirato, which uses a membership-based model to provide global luxury rental inventory. Other brands playing in this market are Luxury Retreats and Jetsetter.
The established players are also not letting the luxury market slip away: HomeAway has a dedicated vertical to luxury rentals. Just like HomeAway's portal ensures that the brand won't lose a high-value customer, Four Seasons' new product ensures that the brand won't lose a loyal customer who's not interested in a hotel experience for a certain trip.