It’s not always easy for luxury hotels and resorts to engage with customers in a simple way. Last Sunday, the Four Seasons group posted a little quiz on the Four Seasons Hotels and Resorts Facebook page, displaying 4 photos of their hotels and asking their fans if they recognized any of these.
Given the 285k fans of the page, the post received a quite low engagement rate: over 300 liked the post and nearly 20 commented.
Still, this quiz led to several positive results on the customer experience side. It led to a real engagement on both fans and brand sides. Fans who liked the post manifested interest in the topic, those commenting showed they had brand knowledge and showed it to other fans at the same time. Thanks to a rather low engagement in comments, the brand managed to answer to each fan who tried to answer. This personalized treatment shows the quality of service you would get in a stay at a Four Seasons resort and it surely benefits the brand image. It also gives a young and connected image of the brand, using social media to stay in touch with visitors beyond their stay.
Yet this low engagement seems to show that the Four Seasons social media strategy is not on the same level as their fans’ expectations. Other posts on the page show pictures of various resorts, redirect to the company’s website, mention recent news about resorts, but not many of them engage with customers, leading to a couple hundred likes and a few comments. Four Season should diversify its posts and make them more surprising and in line with their fans’ (if not visitors’) language and preferences.