Leveraging customer panels for business success

Jon Mamela and John Morton

Fairmont Hotels & Resorts is embarking on the fifth year of the management of its online FPC Guest Advisory Panel.

Leveraging customer panels for business success

Jon MamelaFairmont Hotels & Resorts, Canada

John MortonMarket Probe Canada, Canada

INTRODUCTION

Fairmont Hotels & Resorts (“Fairmont”) is North America's largest luxury hotel brand, operating 49 properties around the world. Fairmont welcomes over two million guests per year at a storied collection of hotels that include, among others: The Savoy in London, The Fairmont San Francisco, The Fairmont Banff Springs, Fairmont Dubai, Fairmont Le Château Frontenac and The Fairmont Monte Carlo.

In 2000, in the face of ever-increasing international competition for guests' “leisure dollars”, and as a new method to drive loyalty...

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