FOUR SEASONS

FOUR SEASONS

Competencies at play

OVERVIEW:

Understanding market trends and measuring brand equity through online conversations and creating a new online booking experience for a leader in luxury hospitality.

Client: 
FOUR SEASONS
Industry: 
Hospitality
Capability: 
Creative, Insights, Technology

CHALLENGE

To develop its brand in China, Four Seasons sought to assess its brand perception and better understand relevant market trends. It was also looking to completely re-design its Chinese website and sought MADJOR to lead the project.

SOLUTION

MADJOR brought an original solution to a traditional business issue. By using our online conversations scanner, MADJOR was able to give Four Season top management a clear view of its market through the filter of online conversations.

Building upon previous research, MADJOR lead Four Seasons through a complete re-design of the website. After initial ideation, MADJOR created different design directions for key pages (in desktop, tablet and mobile formats) that emphasized elements most relevant to Chinese travellers. Designs were then tested and refined during focus groups with high-end travellers before being rolled out.

RESULT

MADJOR  analyzed online conversations related to luxury hospitality using a methodology combining quantitative measurement and qualitative interpretation. The result was quality insights about the situations of each brand in the market and key trending topics that will prove invaluable in helping Four Season steer its online content strategy.

Beyond the design aspect, MADJOR worked closely with Four Seasons’ e-commerce and revenue management teams to re-design the booking process itself from room selection to check out and payment, aligning Four Seasons’ experience with local best practices and customer needs.