April 28, 2016
Four Seasons' private jet
Four Seasons Hotels & Resorts is keeping things exclusive with a new batch of private jet journeys.
“Culinary Discoveries,” “International Intrigue” and “Extraordinary Adventures” will take a select handful of consumers on themed journeys across a number of countries in Four Seasons’ private jet. Although only the wealthiest few will embark on the trip, its visibility and exclusivity will resonate throughout the brand.
"At Four Seasons, creating memorable moments for our guests has always been at the heart of what we do," said Elizabeth Pizzinato, senior vice president, marketing and communications, Four Seasons Hotels and Resorts. "As an extension of our service, the Four Seasons Private Jet itineraries are no exception.
"We strive to create journeys that are authentic, bespoke, and filled with exclusive opportunities that will create meaningful and extraordinary travel experiences for our guests," she said. "The goal is not to create an itinerary that will appeal to everyone, but to create a unique version of each journey, tailored with personalized experiences for each guest onboard to create unforgettable memories for our guests."
Around the world in three weeks
The headlining itinerary is the Culinary Discoveries journey, developed in partnership with chef René Redzepi and his restaurant Noma, in Copenhagen, Denmark. The three-week journey will trace food influences and cultures from Asia into Europe, with fine dining as well as trips with chefs to the local markets to learn how to recognize the best of what is in season.
Travel to new heights on the Four Seasons private jet experience
The journey, slated for May 27 through June 14 of 2017, will begin in Seoul, South Korea and then travel to Tokyo, Hong Kong, Chiang Mai in Thailand, Mumbai, Florence, Lisbon and Copenhagen before concluding in Paris.
In Seoul, a private dinner gives way to visiting the Jin-Kwan temple to learn how to prepare temple food. In Tokyo, attendees will forage outside the city with chef Namae Shinobu before enjoying a private meal at L’Effervescence, his Michelin-starred restaurant.
Street food and cooking classes will highlight the time in Hong Kong, while Chiang Mai will let guests opt for time in Thai markets, embark on elephant treks and enjoy another private meal. Heading down to Mumbai aboard the jet, guests will be greeted with Mumbai’s distinct aromas and delectable street food before heading to Europe.
Four Seasons Hong Kong
Florence will kick-off with a meeting with winemakers in the Chianti countryside, then move on to a dinner with the retired chef Fulvio Pierangelini, who will cook alongside his son exclusively for Culinary Discoveries passengers.
In Lisbon, passengers will enjoy gala dinners and a tour of the Mercado da Ribeira, while Copenhagen will feature more foraging and then a private dinner at Noma. In Paris, the trip will conclude with a farewell dinner at Le Cinq, the Michelin-starred restaurant that calls Four Seasons’ hotel home.
"Innovative food and beverage has always been central to the Four Seasons experience," Ms. Pizzinato said. "It’s in our DNA.
"The love of food is obviously eternal, but in recent years, travelers have taken a more immersive view of cuisine," she said. "While the food itself is still the centerpiece, there’s much more interest in the fuller narrative, as it relates to food sourcing and preparation, so when the opportunity to partner with René Redzepi came about, it was a natural fit for Four Seasons.
"Having the Noma team partner with us to curate a global itinerary for the Four Seasons Private Jet is an ideal expression of the Private Jet’s purpose. For food aficionados, this is a once-in-a-lifetime experience."
Haussmannian buildings and Eiffel Tower, taken from penthouse of Four Seasons Hotel George V, Paris
For those more interested in exploration, the Global Getaway from March 1 to April 8 of 2017 will take passengers from Singapore to Miami via Thailand Koh Samui island; Dubai, United Arab Emirates; Budapest, Hungary; Nice, France; Lisbon; Nevis and Bogotá, Colombia. Camel riding, Formula 1 driving, gala dining and coffee tasting will feature on the trip.
The third of the trips is the International Intrigue from Sep. 3-26. Passengers will explore Seattle; Kyoto, Japan; Beijing; Maldives; Serengeti, Tanzania; Budapest, Hungary; St. Petersburg, Russia; Marrakech, Morroco and Boston. Activities include snorkeling, craft brewery tours, Shaolin performances and hot air balloon safaris.
Tickets for each itinerary begin at $135,000.
Four Seasons branded jet interior
Although the price point ensures that even some Four Seasons regulars will not be able to afford the trip, it will likely make fans for life of a select few, and the trip will solidify the brand’s exclusivity and dedication to its consumers in the minds even of those who cannot partake.
"The Four Seasons Private Jet Experience is a true extension of our brand – taking legendary Four Seasons service to the sky to create a journey that is truly unforgettable," Ms. Pizzinato said. "The Jet is a testament to our commitment to innovation and the creative pursuit of extraordinary travel, re-imagining the conventional limits of travel to deliver the experiences our guests want and value in ways that have never before been possible.
"Offering unsurpassed insider access and thoughtful care to guests, the Jet embodies both the extraordinary experiences and the unforgettable people that set Four Seasons apart, allowing guests onboard the Jet to enjoy the wonders of travel in a truly unique way."
What an experience
Four Seasons has also appealed more directly to private jet owners through other means.
Last year, Four Seasons’ private plane reached consumers outside of its own branded trips through a partnership with private jet tour company TCS World Travel.
The tour operator used the hotel brand’s jet to transport travelers embarking on one of its “Secret Escapes,” a series of bespoke itineraries that journey to locales such as the Great Barrier Reef, Bora Bora or the Serengeti Plain. This expands the impact that Four Seasons’ private jet can have on affluent travelers beyond that of the chain’s own planned trips (see story).
Other hotels are also going the extra mile to offer an unrivaled experience that will linger in the consumer’s memory long after it completes.
Waldorf Astoria Hotels & Resorts is offering an Unforgettable Experience at each of its 25 locations worldwide.
In addition to activities and engagements unique to each locale, Waldorf Astoria is pushing its “True Waldorf Service” commitment, suggesting that unforgettable experiences start with the brand and extend beyond the packages. The offer aims to compete with similar deals from its peers, establishing consumer loyalty and reinforcing the brand’s commitment to great service and experiences (see story).
"The Four Seasons Private Jet serves as a platform to showcase some of the most unexpected and innovative experiences available across the globe<" Ms. Pizzinato said. "So while not everyone may find themselves on the Private Jet, by following Four Seasons on our social channels they can share in the experience, take a closer look at different destinations, follow the Private Jet on its journey and appreciate the wonders that the travel world has to offer.
"At Four Seasons we know that the joys of travel extend far beyond the journey itself," she said. "The excitement of the unknown and anticipation are amongst the many reasons we love travel; it’s what drives us to explore and seek something other than the familiar.
"Whether our guests want to be involved in every detail of pre-trip planning, or prefer to simply sit back and know that the trip of a lifetime awaits, we view this dreaming phase of travel as an integral part of the journey itself, and we work directly with our guests to ensure every detail of their travels will be flawlessly executed to their liking."
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