Four Seasons Mission Statement Analysis

Company: Four Seasons Hotels Limited
CEO: Alejandro Reynal
Year founded: 1960
Headquarters: Toronto, Canada
Number of Employees: 53,347
Type: Private
Annual Revenue (2023): $5.6 Billion

Did you know? Four Seasons’ logo is a tree with four branches, a visual metaphor for the company’s commitment to providing excellent customer service and luxurious experiences all year.

Four Seasons Hotels and Resorts is the world’s leading luxury hospitality company. Isadore Sharp opened the first Four Seasons Hotel in 1961 and built a global hospitality powerhouse renowned for its exceptional quality and service. The founder’s principle (The Golden Rule) defines Four Seasons’ mission, vision, values, and sustainability goals. As of Jan 2024, Four Seasons had 128 hotels and resorts in 47 countries. The company is expanding its global footprint with the addition of new locations. [1]

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To understand why Four Seasons is so successful, here is an in-depth analysis of its mission statement, vision, values, and sustainability goals:

Four Seasons’ Mission Statement

To satisfy the needs and tastes of our discerning customers and maintain our position as the world’s premier luxury hospitality company. [2]

Here is our analysis of Four Seasons’ mission statement:

1. Customer satisfaction

Four Seasons strives to deliver exceptional customer service. The luxury hospitality company combines tech and people-driven approaches to achieve this mission. For example, Four Seasons introduced a chat feature on its mobile app in 2015 and upgraded it in 2023 to allow guests to talk to employees across departments. The update enables translations for over 100 languages in real-time. It has helped drive net promotor scores for the chat. Four Seasons plans to provide mobile keys for all guest rooms, mobile-based invoice payment, and app-enabled room service order placement. [3]

2. Deliver exceptional experiences

Four Seasons integrates fun and adventure into its offerings. The company creates properties with superior designs and instills an ethic of personal service to provide genuine care and exceptional experiences. It also offers yacht, cruise, and jet programs. In 2022, the brand added 10 new destinations to the Four Seasons Private Jet Experience. It diversified the program’s itineraries with family-friendly African Wonders and Asia Unveiled for travelers seeking short adventures. These offerings deliver exceptional experiences at 30,000 feet. [4]

3. Maintain global leadership

Four Seasons operates 128 hotels & resorts and 55 residential properties in 47 countries. The company is strategically expanding into top-rated destinations to strengthen its global luxury hospitality leadership. In May 2024, Four Seasons’ pipeline had over 60 projects under planning or in development. A 2024 market research indicates that Four Seasons is a top five global luxury hotel industry player. Its mission is to be recognized as the company with the finest hotels, resorts, and residence clubs worldwide. [5]

Four Seasons’ Vision Statement

To support local businesses through the power of sharing. [6]

Here is a breakdown of Four Season’s vision statement:

1. Most aspirational luxury hospitality brand

Four Seasons seeks to strengthen its leadership position in the luxury hospitality industry. The company is enhancing its core hotel and resort business and immersive adventures via Four Seasons Jet, Drive, and Yacht journeys. Guests can access gastronomic excellence across over 600 original-concept culinary experiences. In Feb 2024, Four Seasons won 66 Five-Star designations at the Forbes Travel Guide Five-Stars Awards. Forbes awarded 45 Four Seasons hotels, 15 spas, and 6 restaurants for exceptional service and experiences. Four Seasons holds the most Forbes Travel Guide Five-Stars of any company worldwide. [7]

2. Leading residential brand

Four Seasons is a global leader in branded residential properties. The company is leveraging its industry-leading position to expand its luxury private residence portfolio. It entered the residential market nearly 40 years ago. As of Aug 2024, Four Seasons had around 6,000 units spread across 54 properties in 29 countries.

About 65% of the Four Seasons hotel and resort development pipeline includes a residential component. Its standalone portfolio is projected to grow by 100% in less than six years, increasing its market share in the luxury branded residential industry. In 2024, Four Seasons selected Chris Meredith as its first Group Head of Residential to implement its ambitious growth strategy, refine front-end development, and lead innovation across design, property management, and the resident experience. [8]

3. Deliver genuine, exceptional experiences

Four Seasons’ vision is to create personalized experiences and cater to customers’ unique needs. The company implements this strategy across its portfolio, from hotels and resorts to residential properties and immersive adventure offerings. For example, Four Seasons luxury residences combine exceptional service with bespoke hotel amenities such as in-residence dining, spa, housekeeping, and concierge. This approach creates a seamless experience for residence owners.

Four Seasons’ Golden Rule (treating others as we’d like to be treated) is ingrained in every touchpoint and interaction. The company continuously innovates and adapts to ever-changing consumer preferences and the fast-evolving market. It believes human-centric service is the cornerstone of exceptional experiences. For example, the brand developed a 100% people-powered “Chat” feature on its Four Seasons Application to complement rather than replace human interactions. The technology enhances the guest experience with warm and personable interactions. [9]

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Four Seasons Values

Four Seasons’ values drive its mission and vision. The company strives to cultivate a people-first culture that enhances dignity, pride, and satisfaction. How does Four Seasons live by its values? [10]

1. People first

Four Seasons values its employees, who drive its business. Its team members deliver exceptional experiences to guests, residents, and partners across Four Seasons hotels. The company nurtures a culture that enhances employees’ commitment. In 2023, Four Seasons earned nine new Forbes Travel Guide Five-Star awards. Forbes recognized several Four Seasons workers in the “Hotel Employee of the Year” and “Spa Employee of the Year” categories. [11]

2. Fun and supportive environment

Four Seasons strives to motivate employees and guests to be their best. It achieves this goal by creating a fun and supportive environment where radical empathy, creative bravery, and individuality thrive. The company lives by this value through social events, community initiatives, and employee development and recognition programs. For example, Four Seasons Athens’ Cross Training Program allows employees to experience other departments and expand their craftsmanship. It helps young talent learn from veterans as they transfer from one department to another. [12]

3. Empathy

Four Seasons’ culture is based on The Golden Rule. This value nurtures empathy and kindness by encouraging employees and guests to treat others how they’d wish to be treated. The company applies The Golden Rule in every touchpoint and interaction. In Nov 2024, Four Seasons celebrated World Kindness Day with the theme, Food at the Heart. The company embraced its culture of care and personalized service to spark acts of kindness, inspiring communities to connect and give back. [13]

4. Diversity, Inclusion, and Belonging

Four Seasons strives to create a workforce and culture that reflects the diverse people and communities across its locations globally. The company values diversity, inclusion, and belonging (DIB). Its DIB strategy ensures all employees feel appreciated by enhancing listening and communication, education, systems and policies, and brand partnerships. In Jun 2024, Four Seasons celebrated Pride month with the message “Be You.” The message encourages employees and guests to embrace individuality. Four Seasons Resort Rancho Encantado donated 25% of the proceeds from drinks sold throughout Pride month to the Human Rights Alliance (HRA) to support the LGBTQ+ community. [14]

5. Ethics

Four Seasons is committed to conducting business ethically. The company complies with applicable laws and the highest ethical standards. For example, Four Seasons educates its employees, contractors, and agents on integrity and ensures they share its commitment to an anti-bribery culture. Four Seasons’ Code of Business Conduct and Ethics reflects its assessment of external and internal risks and strategies to mitigate threats to fundamental standards. The company has also established procedures for employees to report violations anonymously. [15]

Four Seasons’ Sustainability Strategy

Four Seasons’ sustainability strategy is guided by its Environmental, Social, and Governance (ESG) and Four Seasons for Good programs. The company seeks to preserve and regenerate the beautiful places where it operates and improve communities. Its Four Seasons for Good program has environmental and social pillars: Planet and People. Each pillar supports specific activities to help the company achieve the United Nations’ Sustainable Development Goals (SDGs). Four Seasons seeks to advance all 17 UN SDGs and focuses on UN SDGs 3.4, 5.1, 5.2, 5.5, 8.7, 8.8, 8.9, 12.3, and 12.5. [16]

How is Four Seasons implementing its sustainability strategy?

1. Planet

Four Seasons for Good guides the company’s ESG efforts. It is committed to helping the planet and communities thrive. In 2023, Four Seasons installed 439 electric vehicle (EV) charging stations across 74% of properties. Its AI-powered food waste measurement tools reduced over 184 metric tons (520,000 meals) of food waste. The company eliminated over 11 million single-use plastic water bottles and pledged to shift to 100% cage-free eggs by 2025. As of 2023, 83% of Four Seasons hotels offered sustainably sourced seafood. These efforts helped Four Seasons advance UN SDG 12.3 and 12.5. [17]

2. People

Four Seasons promotes diversity, inclusion, and community support. Four Seasons for Good fosters diverse team members and empowers underrepresented groups through local business partnerships. In 2023, Four Seasons ranked in the top 10% of brands across all industries globally using the Glint employee engagement platform. The company donated over $2.1 million to charitable causes and supported 261 team members through the Four Seasons Golden Rule Relief Fund. Its leadership development initiative offered over 1,000 hours of leadership coaching in 2023. [18]

References

Tuite, S. (2024, Jan 22). Elevating Excellence: Four Seasons Embarks on the Next Stage of Strategic Global Growth. FourSeasons.com
Four Seasons Hotels & Resorts. FSHR: Service Culture. FourSeasons.com
O’Neill, S. (2023, Oct 30). Four Seasons: Inside the Luxury Hotelier’s Strategic Evolution. Skift
Hogan, R. (2023, Sep 8). Exclusive: how Four Seasons delivers a luxury experience at 30,000 feet. Hotel Management
Methli, A. (2024, May 14). The Global Market Research on the Luxury Hotel Industry. LinkedIn
Four Seasons Hotels & Resorts (2023, Jun 30). Four Seasons for Good: 2023 ESG Report. FourSeasons.com
Four Seasons Hotels Ltd (2024, Feb 7). Four Seasons celebrates continued leadership in the Forbes Travel Guide Five-Stars Awards. FourSeasons.com
Four Seasons Hotels Ltd (2024, Aug 27). Hot Property: Four Seasons Reaches Record Highs in Growth of Residential Portfolio. FourSeasons.com
EME Staff (2023, May 1). Check into a world of personalization, empathy, and adventure. Economy Middle East
Four Seasons Hotels Ltd. Four Seasons: Our Culture. FourSeasons.com
Staff Writer (2023, Feb 21). Four Seasons announces record 73 Forbes 5-star awards. Zawya
Shaner, J. (2023, Mar 2). Four Seasons: Lessons from the field of Talent Management Systems. Hospitality Insights
Four Seasons Hotels and Resorts (2024, Nov 7). Four Seasons celebrates World Kindness Day with Food at the Heart. PRNewswire
Four Seasons (2024, May 29). Celebrate Pride Month this Jun with Four Seasons Resort Rancho Encantado Santa Fe. FourSeasons.com
Four Seasons Hotels & Resorts. Commitment to an Ethical Culture. FourSeasons.com
Four Seasons. ESG: Our Commitment to People and Our Planet. FourSeasons.com
Four Seasons Hotels and Resorts (2024, Oct 10). Four Seasons releases an annual ESG report on sustainability and social impacts. Stay Magazine
Four Seasons Hotels Ltd (2024, Aug 1). Four Seasons for Good: 2023 Progress Report. FourSeasons.com
Featured Image by Sam Szuchan

Four Seasons Mission Statement Analysis