Travel advisors are pleased that Four Seasons Hotels and
Resorts has changed course and included the agency channel in a social media ad
In February, agents started noticing Four Seasons ads on Facebook with language like "complimentary perks when
you book with us."
A Four Seasons ad on Facebook now includes agents in a call to action.
Advisors felt the ads were misleading to clients and cut out
the agent channel altogether. Four Seasons argued that it was committed to
agents but wanted to reach consumers in a variety of channels. The company also
said it didn't believe its Facebook campaign was targeting existing clients of
advisors, but agents contended that their clients were seeing the ads.
But Four Seasons appears to have changed course. A recent
ad, provided by Departure Lounge founder and director Keith Waldon, touts a "complimentary
offer when you book with us or contact your travel professional."
Waldon said he was "very thankful" Four Seasons is
now including advisors.
"We have always been a strong seller of Four Seasons
and look forward to continuing to work closely with them," he said. "We
sell more Four Seasons than any other hotel brand."
Asked about the change, Four Seasons said in a statement: "We
operate in a dynamic digital environment with a variety of channels and
partners, and are continually evolving the ways in which we connect with
travelers. Our focus is on providing guests with the very best value and
booking experience, and we remain committed to continuing our productive
relationship with our travel agency and advisor network."