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Four Seasons is taking its Around the World custom experiences to 30,000 feet with its own branded custom jet. The private jet will not only be used for the hotel brand's uber-luxe month-long RTW trips, but can also be chartered for private trips.
This significant investment points to the myriad ways travel brands are pursuing growth, as the core idea is to bring the Four Seasons experience to the skies.
By catering to the extremely lucrative high-end customer willing and able to cover such a journey, Four Seasons hopes to not only increase loyalty but also capture more of the luxury traveler's overall travel spend in the process.
The jet will be retro-fitted with the latest technologies, such as Italian leather lie-flat beds and enough space to accomodate 52 guests. Complimentary WiFi (no $12.99 day passes here!) allows passengers to book in-destination activities, such as tee times, spa outings and anything else they may want to do upon arrival.
In the announcement, Susan Helstab, EVP of marketing at Four Seasons, sees the air expansion as an evolution of the brand's promise to its wealthy customer base - Four Seasons is now more about a cohesive, overall travel experience and not simply "just a hotel."
Taking our legendary service to the skies is a natural extension of what we’ve been doing in our hotels for more than 50 years. The Four Seasons Jet showcases the unforgettable people and experiences that make Four Seasons unique. It speaks to our pioneering spirit and the aspirations of today’s modern luxury traveller in an imaginative new way.The decision to offer one-of-a-kind trips aboard a custom-designed Four Seasons Jet reflects an understanding of our guests’ evolving needs and preferences. It recognises their desire to pair adventure and discovery with the luxury of a fully immersive Four Seasons experience.
Of course, this "pioneering spirit" has come a long way from the days of circling the wagons with 52 other pioneers. This particular experience is reserved for only the most aspirational of the modern traveling pioneers.
In regards to pricing, the age-old adage applies: if you have to ask, you probably can't afford it. However, the Terms & Conditions reveal the juicy truth: the private journeys (not for chartering the jet, but as part of the month-long RTW tour) are $119,000 per person - WiFi included.
Learn more here.