March 11, 2014
Four Seasons Hotels and Resorts is preparing for its next around the world package April 20 through May 5 that centers on the arts while traveling throughout Europe.
The 16-day "Backstage with the Arts" offer takes travelers by private jet to France, Portugal, Italy, Turkey, Russia and the Czech Republic. Throughout the two-week excursion, guests will be thoroughly steeped in Europe's varied cultures.
"Four Seasons is committed to making travel extraordinary for our guests by providing them with the highest quality, customized experiences at all of our properties across the portfolio," said Susan Helstab, executive vice president of marketing at Four Seasons, Toronto.
"Backstage with the Arts extends this commitment by offering art lovers exclusive access to one-of-a-kind experiences in classic, well-known destinations and attractions, giving guests an experience they can’t get anywhere else," she said.
Hopping around
The Backstage with the Arts trip is split up in two or three day sojourns. Throughout the trip, a Four Seasons Global Guest Services Manager helps guests plan their daily itineraries.
A concierge team will be on hand to ensure that whims and questions are addressed. The hotel also teamed up with La Fugue, a company that specialized in creating itineraries focused on art, classical music and opera.
Guests begin in Paris where they are encouraged to shop the Champs-Élysées.
Four Seasons Hotel George V, Paris
After two days, guests set off for Lisbon, Portugal. The Berardo Collection Museum and a dinner at the Manueline-style Jerónimos Monastery.
Next, Milan is visited where guests have exclusive access to the Duomo di Milano and the Teatro alla Scalla.
Duomo di Milano
In Istanbul, guests will be taken on tours of the the Hagia Sophia, a cathedral-turned-mosque-turned-museum, and the Basilica Cistern, an underground chamber known as the Sunken Palace.
Four Seasons Hotel Istanbul at Sultanahmet
The State Hermitage Museum, Yusupov Palace and the St. Isaac’s Cathedral are featured destinations in St. Petersburg.
Four Seasons Hotel Lion Palace St. Petersburg
Mozart is on the itinerary in Prague and attendees wrap up the trip in Paris with dinner in the Eiffel Tower.
Up to 52 guests will fly in a Boeing 757 from location to location, a number that is far lower than the plane's true capacity. The trip costs $69,000 per person based on double occupancy.
"All jet itineraries leave time dedicated to individual exploration, allowing guests to not only experience exclusive tours and private events, but personalize their trip as they desire," Ms. Helstab said.
"The Guest Services Manager is available on each flight in order to assist guests when planning excursions, booking everything from meals to spa treatments before touching down in each locale," she said.
"This aspect of the trip ensures that each guest is given the chance to enjoy the trip, with an itinerary tailored to their preferences."
More information can be found here.
Building traditions
Four Seasons Hotels and Resorts flaunted its expertise in planning vacations by curating two 2014 “Around the World by Private Jet” tours that are tailored for affluent travelers.
The new itineraries include the 18-day “Rediscover the Americas” and 23-day “Around the World” packages in partnership with jet provider TCS & Starquest. Four Seasons has offered three previous Around the World by Private Jet tours that sold out (see story).
The brand also chronicles around the world adventures in its Four Seasons Magazine. The 2012 trip and the 2013 trip can be viewed.
Other travel and hospitality brands have enacted similar programs.
For instance, fractional jet ownership company Flexjet offered ultra-affluent travelers a chance to visit destinations from Hong Kong to Istanbul in curated forays over a 14-day period.
“Passport to the World” aimed to bring together families or groups up to eight seeking a unique holiday experience and was curated with the help of luxury adventure travel brand Abercrombie & Kent and air carrier Jet Solutions. The $1.5 million package streamlined the transitional requirements between countries to ensure that the most time was spent absorbing new experiences (see story).
Global hotel brands such as Four Seasons are well-suited for such initiatives because they can leverage their properties and showcase their far-reaching cultural knowledge.
"Global hotel brands face the sometimes-difficult task of showcasing the individual character of each property that bears its name while elevating the brand name as a whole," said Taylor Rains, account executive at Rawle Murdy Associates, Charleston, SC.
"Usually brands are forced to adopt marketing strategies aimed at doing one or the other," he said. "What Four Seasons has created with this world trip package for guests is a strategy that effectively meets both goals, albeit among a small group.
"The individual properties are showcased to the fullest while the trip itself demonstrates Four Seasons’ commitment to providing guests with the highest level of service regardless of the property.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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