Four Seasons is the world's leading operator of luxury hotels and resorts. In a span of over 50 years, the company has grown from one hotel in Toronto, Canada to 92 hotels in 38 countries. Presently, the company is managing six hotels in mainland China: Four Seasons Hotel Shanghai, Four Seasons Hotel Hangzhou at West Lake, Four Seasons Hotel Pudong, Shanghai, Four Seasons Hotel Beijing, Four Seasons Hotel Guangzhou and Four Seasons Hotel Shenzhen.
With China poised to become the world’s largest luxury market in two to five years, Four Seasons wanted to know how to position itself better in the Chinese market. In particular, the company wanted to understand Chinese consumers’ perceptions towards luxury in order for Four Seasons to tailor their services to better fit their customers’ needs.
To get a clearer idea of the mindset of Four Seasons’ prime customer base, we performed a qualitative study with high-end business and leisure travelers. We also conducted several focus groups, all of which aimed to reveal the Chinese perception towards luxury and more specifically towards luxury hotels. Further mapping analysis revealed the relationship that Chinese consumers have with luxury.
By understanding the Chinese luxury market, Four Seasons could better position and communicate its brand in the future, no matter what the season.