Four Seasons Hotels and Resorts just unveiled its new and improved website—that cost a jaw dropping $18 million to develop.
Why the change? The luxury hotel chain’s makeover is an effort to increase its online revenue. While the website attracts 30 million visitors every year, online bookings only represent 12% of the Four Seasons’ total revenue—only a 2% increase within the last five years.
The new website includes big, bright photography; a new booking process; social media integration; and personal profile technology, giving users the ability to set preferences and also giving the Four Seasons an opportunity to create a more targeted online experience.
The new look was designed to cater to the findings of the 2012 Four Seasons Luxury Trends Report, which concentrates on digital technology and shows the likes of luxury travelers. A vital factor in their findings was the need for constant mobile access. Four Seasons customers are regularly traveling with their smartphones and tablets, and in 2011, the company experienced a 200% increase in bookings completedon tablet device. The Four Seasons’ goal is to give its users the best possible mobile experience when booking a hotel, providing a scaled-down site for mobile phones that include videos, images and room rates.