Experience Stern | Faculty & Research

'Genius' ranking testament to brand's long term strategic investment in digital

International luxury hotel brand Four Seasons Hotels and Resorts has been ranked number one in L2 Think Tank's Digital IQ Index: Hotels report – "Genius" status – for the company's use of various digital platforms.

"We are thrilled to be recognized by L2 for our commitment to transforming our guest experience through digital and social media platforms," said Susan Helstab, executive vice president, marketing, Four Seasons. "Our guests have signaled a clear choice for brands that have recognized the larger role digital is playing in their lives. Four Seasons has fostered an environment of innovation and excellence in digital engagement that resonates with our guests at every touch point."

The L2 ranking measures the digital competency of 52 hotel brands via 350 data points across four dimensions: Site, Digital Marketing, Social Media, and Mobile.

"The number one score by Four Seasons reflects the brand's robust presence on social media platforms coupled with what we believe is the best website in the industry," said Scott Galloway, Clinical Professor of Marketing and L2 founder.

As new technology changes the face of travel, Four Seasons is committed to being at the forefront of digital innovation, engaging guests in the ways that are most meaningful to them. The L2 study reflects just how meaningful this is to the guest experience, and solidifies the importance of Four Seasons continual advancement in the digital realm. Recent examples that led to Four Seasons #1 ranking from L2 include:
 

• The new FourSeasons.com: In January 2012, Four Seasons unveiled its new website that integrates real‐time search, videos, Twitter, reviews, blogs, news, Facebook, maps, mobile and link building that is regionally relevant and sensitive to draw more guests to each hotel's website.
• Creating a powerful and global social presence: In 2010, Four Seasons launched both global and property communities on Facebook and Twitter. The company has more than 80 local Facebook pages and Twitter feeds with more than 280,000 Likes and 217,000 followers respectively. This global network is mobilized through a variety of integrated marketing campaigns, including a recent Four Seasons Global Spa Campaign; a global Twitter chat around a Four Seasons Trend Report and #BestofCity chats hosted by concierges around the world. Four Seasons also has more than 450,000 views on its brand YouTube channel.
• Innovating with Emerging Platforms: The brand continues to innovate, having most recently launched on Instagram and this week unveiled its global presence on Pinterest. Four Seasons was also the first luxury hotel brand to embrace Tumblr and location-based services, as well as recently launching on the popular Weibo platform in China.
• Mobile Access: The new fourseasons.com is fully optimized for mobile devices. The brand has seen 110% growth year over year of business booked through iPhones and 200% increase via iPads.

L2 is a think tank for digital innovation that helps prestige brands navigate the digital marketing landscape through events, research and advisory services. The L2 Digital IQ Index® is the largest and most robust study of its kind.