Four Seasons Singapore

The core objective of this project was to propose communications strategies and ideas for Four Seasons Singapore. (Group project)

Four Seasons Hotel Singapore identified that the hotel's lack of awareness was it's biggest weakness. Hence, my team and I proposed an engaging communications plan to drive the hotel's awareness.

We conducted SWOT, Porter's five forces and 5 -star hotel competitor analysis to understand their current standing in both the hotel and tourism industry.

Orchard (within Four Seasons’ vicinity)

Pan Pacific Orchard, Grand Hyatt, Mandarin Orchard, Shangri-La Hotel, Marriott Tang Plaza Hotel, The St. Regis, Regent, Sheraton Towers, Grand Park Orchard, Goodwood Park hotel

Others

Ritz Carlton Millenia, The Fullerton Bay, Mandarin Oriental, InterContinental, Marina Bay Sands, Park Royal, Hotel Fort Canning, The Stamford, Hotel Vagabond, Raffles Hotel, Fairmont, Capella

After our analysis, we identified Four Seasons Hotel Singapore's problem.

Problem Statement

In the last decade, the hotel industry face stiff competition due to the booming tourism industry bringing about new hotels and innovative approaches. Due to the wider range of options available and rising demands of travellers, Four Seasons Hotel’s unique selling point — a timeless luxury brand providing quality services, has become the norm of five-star hotels in Singapore and no longer stands out amidst its competitors.

Big Idea

Enjoy work with leisure

Message

“Four Seasons provide a variety of recreational facilities that allow you to relax and enjoy your work trip to the fullest.”

Strategy

To enable business travellers to achieve work-life balance during their stay at Four Seasons

After establishing our communication strategies and ideas, we proposed potential tactics we could adopt to deliver our key messages to our target audience.

Digital Signage at Airports

A good distraction from frustrations of mandatory long security queues

“Allows passengers to focus on something other than the typical security experience”

“92% (out of 500 business travellers) would interact with airport ads”

Magazines for Business Travellers

E.g. Business Traveller, Business Insider, National Geographic Traveller

Reaches target audience directly
Available for free browsing in airplane seats or at airports for purchase

In-flight Video Ads

Travellers spend 57% of their time on flights checking out in-flight entertainment.

In-flight ads provide “more relevant” and “higher-quality, information-rich ads, which is therefore higher yielding”

Cannot fast forward commercials

Radio

China:

Over 672 million radio listeners

Fastest growing radio markets worldwide

E.g. China National Radio (CNR) - China’s Top Ranking Radio Station

Singapore:
Channels for business and sports news

E.g. 938LIVE

Travel Websites

E.g. TripAdvisor, Trivago, Expedia

“When asked which features they would like to import from consumer sites into business to business tools, there was strong support for reviews and/or tips on rooms and hotels, especially from business travellers in general.”

Mobile App Ads

Business travellers are heavily reliant on mobile apps: 47% use their smartphone daily to view or receive advertisements, a 95% increase from 2009.

They use travel services on their smartphones before, during and after they travel for every work trip.