The paper "Strengthens Brand Content Strategy with Magazine Redesign" is a wonderful example of a Management Case Study. Tourism is Australia’ s largest export earner amongst services, accounting for 2.6% of total national GDP, at $34 billion (Tourism Australia 2010). Accommodation is on its part a great contributor to tourism’ s value chain, as the tourists have to stay somewhere for the duration of their visit (TAA 2012). The industry’ s hotels employ large numbers of workers, both skilled and unskilled, in addition to buying local supplies hence raising community incomes (PWC 2009).
One successful hotel entity in Australia is the Four Seasons Hotel Sydney, which is part of an international luxury hotel chain based in Canada (Sharpe 2013). The Four Seasons Hotel Sydney has effectively managed the different challenges that face the hotel industry in Australia, as well as elsewhere in the world. This paper discusses the significance and issues surrounding the hotel industry in Australia, with special reference to the Four Seasons Hotel, Sydney. Four Seasons Hotel Sydney’ s Services The Hotel, in the Sydney Central Business District, is located close to the city’ s active business and shopping centers, and overlooks the Sydney Harbour, making it quite attractive (Four Seasons Hotel 2016).
It provides customers with luxury rooms and suites and a holistic spa, named The Endota, in which Mineral Mud Cocoon, Aromatic Oil Exfoliation, and Australian Desert Salt treatments are offered (Sharpe 2013). It is also the home to the biggest outdoor heated pool in Sydney (Atkinson 2010). In addition, there is a fitness center where visitors are enabled to keep exercise (Four Seasons Hotel 2016). There is also an artisan bar which serves an in-house beer, and also a restaurant on its ground floor (Sharpe 2013). The Hotel is marketed as the best five-star luxury accommodation in Sydney, where customers are able to stay in luxurious rooms or suites overlooking the city skyline.
Business services are also offered, so that a visitor can, for instance, take care of his business from a 24-hour internet area that offers wireless connection and free printing within the hotel’ s Executive Club, which has the further luxury of a spectacular view of the city and Walsh Bay (Four Seasons Hotel 2016). The Marketing Approach The hotel targets high-end customers who are willing to spend more for a premium service.
It's a marketing strategy to reach such clientele notably includes the printing of a modern, high impact promotional magazine, the Four Seasons Magazine. This is distributed in mobile, digital and print versions that deeply explore issues relating to culture, science, travel, luxury, and technology. It has a destination and topic-specific blogs that support it so that the online reading experience is customized depending on the type of reader. Luxury brand advertisers are invited to market their products in it, and the print version is specially printed in 5 languages and circulated across 200 countries (Carr 2012). In recognition of the fact that luxury travelers also tend to be tech-savvy, the internet has especially been granted a major role in reaching the hotel’ s customers.
While many high-end hotel brands usually play safe, four Seasons has taken up digital marketing fully. Its website was relaunched in 2012, providing TripAdvisor reviews, destination guides and advice by staff all over the company’ s 92 businesses globally (Camillo 2015). A content channel, which features the magazine, for instance, is used in ensuring that the Four Seasons brand always remains relevant to the target audience (Carr 2012).
The hotel, through its marketing strategy, has focused a lot on electronic control of its brand, mainly based on mobile, social media and digital avenues. This is a shift from the typical travel agency or word of mouth recommendation but rather about checking some TripAdvisor commentary or reviews (Rooney 2012).
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