Opening hotels that combine the very best in quality with an exceptional level of service has been a key part of the vision that Four Seasons has brought to the Middle East since opening its first hotel in Cairo in 2000. That single minded focus on excellence has led to the company’s ongoing success in the region, and has long been a fundamental factor in its global growth.
In Egypt, Four Seasons quickly became renowned for its service-orientated hotels. Other hotels traditionally catered to the low rate and high volume mass-market strategy, but Four Seasons adopted a completely different method.
“The quality of service is what really sets us apart from other hotel groups. The common denominator that links all our properties in the Middle East and globally is the genuinely warm and welcoming service they offer,” said David Crowl, vice president, sales and marketing, Four Seasons Hotels and Resorts. “Our global strategy is to deliver a unique service experience that is consistently excellent, whether you stay in Cairo, Budapest, New York or London.”
Recent figures show that Four Seasons experienced double-digit growth in inter-regional demand in 2007, and that its annual revenue per available room (RevPAR) is now the highest in the Middle East. The numbers are only part of the story, however.
“For guests who want an exceptional experience, there is great value with Four Seasons,” said Crowl. “The ability to balance high productivity with comfort isn’t always easy to achieve. That’s why our hotels are designed to provide just the right technological support with all of the comforts of home.”
Retaining quality staff has also placed Four Seasons at the forefront of an industry that is struggling to hire good people. Many companies have difficulty retaining valuable team members, which ultimately has an effect on service. The Four Seasons formula is simple. Find good people who have a desire to learn and a genuine interest in service. Teach them well. Allow them to learn from others and from their mistakes. And always try to grow people from within.
“Our first hotel in Cairo is a great case study of how Four Seasons nurtures and grows its employees,” said Crowl. “The hotel consistently achieves amongst the highest on our internal measurement of core customer service standards. And more than 200 of those original employees have already been promoted to other Four Seasons locations around the world, becoming a whole new generation of “culture carriers”.
The growth of Four Seasons, the strength of its results and inter-regional demand are good news for the company, which has chosen renowned partners in the Middle East to ensure a long-term management of its service-orientated hotels. To maintain its vision for expansion and ongoing success, Four Seasons will continue to adhere to its high quality service standards, which have thus far proved to be the defining factor of its achievements.
With a positive future outlook, Four Seasons’ long-term commitment to the Middle East region is secure. Arabian Travel Market will also prove to be a key opportunity to secure new business relationships and opportunities.
