American Marketer


Four Seasons eyes fitness-minded consumers via retreat packages

January 30, 2013


Four Seasons Hotel Cairo at The First Residence is targeting fitness-minded consumers with a special Yoga Retreat package that is hosted by world champion free diver Sara Campbell.

Three retreats by the Egyptian outpost of the Four Seasons are offered during February, March and May that focus on Kundalini yoga that is centered on mind-body connections. Recently the Four Seasons has been promoting more fitness and yoga packages for affluent consumers who want to maintain a healthy lifestyle while traveling.

"Four Seasons Hotel Cairo at the First Residence has decided to offer guests more holistic offerings and take on a new approach in regards to spa offerings," said Hibba Bilal, director of public relations at the Four Seasons Hotel Cairo at The First Residence, Cairo, Egypt.

"As we know in recent years, the art of yoga, meditation, wellness, inner and outer beauty is becoming extremely popular and in demand" she said.

"This [package] is an introduction of new offerings to come, where as the spa at Four Seasons Hotel Cairo at the First Residence we will be offering a new range of exciting Wellness packages."

Total package
The yoga that will be practiced on the retreat is Kundalini yoga, which works on the mind-body connection and goes beyond the physical aspect of the poses with emphasis on breathing, meditation, chanting and mudras, a type of yoga that works on hand positions.

The retreat Feb. 28 to March 3 will be hosted by Ms. Campbell, a world-record holding freediver.

The retreat will incorporate daily yoga sessions that include Kundalini yoga, meditation and breathing work. Guests of all levels of yoga practice are able to participate.

The retreat package also includes a three-night stay in a single Superior Room, daily pre-breakfast pranayama and meditation, daily breakfast in Seasons restaurant, three-hour morning workshop, daily lunch, daily afternoon workshops and classes, complimentary 30-minute spa treatment, 35 percent off spa treatments during the duration of the stay and an optional Sadhana practice on the final day.

Superior Room

The package is priced at $1,050 per person.

The property is also offering an additional Yoga Course, which includes the same offers as the package without the accommodation. It is priced at $690 per person.

Since this offer is property specific, the Four Seasons is likely trying to showcase the property and its offerings.

“Four Seasons is leveraging both the property’s location and yoga’s following in development of this unique, experiential campaign,” said Taylor Rains, account coordinator at Rawle Murdy Associates, Charleston, SC.

“As with most property-specific campaigns, the value for the brand comes with its ability to provide a unique experience,” he said. “Luxury brands are expected to offer the utmost in high-end amenities, what sets one apart from the next is experience.”

Fitness Buffs

Four Seasons has previously promoted fitness retreats and yoga packages. The brand especially pushed these around New Year’s.

For instance, Four Seasons Resort Marrakech, Morocco, offers detox retreats to entice health-conscious affluent travelers.

The retreats give consumers the chance to engage in activities focused on detoxing the mind, body and spirit. Guests can take advantage of professional nutrition advice, holistic treatments at the spa, detoxification programs, fitness sessions and private yoga sessions while staying at the hotel property (see story).

Also, Four Seasons Hotel Denver is promoting healthy New Year’s resolutions in 2013 with a spa and fitness center membership for local residents.

The membership allows guests to access the spa and fitness center along with a complimentary personal training session, savings on fitness classes, spa treatments and personal training sessions along with other offers. The package is likely targeting locals and those who want a healthy start to 2013 (see story).

“We are seeing an increase in hotel packages incorporating both fitness and nutrition, as it is becoming a very popular way to attract additional guests looking for more than just accommodations,” D.M. Banks, director at DMB Public Relations, New York.

“When hotels bring experts to the property for these specialized retreats, it creates more intrigue and interest surrounding the exclusivity of these packages,” he said.

“When a brand like Four Seasons is internationally known to have incredible spa and fitness facilities in many of their properties, it becomes a Zen location for yoga and meditation retreats.”

Final take

Erin Shea, editorial assistant on Luxury Daily, New York