How Four Seasons uses digital content to target affluent travelers

This report describes the changes in marketing made by Four Seasons Hotels in response to the rise of digital and, particularly, social media.

How Four Seasons uses digital content to target affluent travelers

Geoffrey PrecourtWarc

Elizabeth Pizzinato, SVP/marketing and communications at Four Seasons Hotels, can pinpoint the exact moment that the Toronto-based organization changed its marketing direction:

"The first time that somebody complained to us in 140 characters and Tweeted that their coffee was cold, instead of calling downstairs and talking to a human being, we knew we needed to change the way we talk to our consumers," she told the Interactive Advertising Bureau's (IAB) third-annual Innovation Days conference in New York. "We knew that we were facing a new reality."...

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