Worldwide: Hospitality group Four Seasons Hotels and Resorts is set to expand its home-sharing activities by growing out its portfolio of rental properties.
Four Seasons Private Retreats include villas and residences selected from the brand’s existing portfolio. Unlike similar rental services offered by Airbnb and Marriott International, Four Seasons says it is allowing guests to stay in spacious, exclusive rooms without having to compromise on hotel-style luxury services.
Four Seasons Hotels and Resorts president Paul White told Luxury Daily: “Four Seasons Private Retreats combine the best of both worlds – legendary service and amenities coupled with added space, flexibility and privacy all in a place to call home. When you rent a home with Four Seasons, we tailor every detail to your individual needs to guarantee a vacation that is distinctly yours.”
Four Seasons Private Retreats’ footprint currently stands at 750 properties across 21 destinations, including Japan, Thailand and Costa Rica. More locations are on the horizon, such as Los Cabos, Mexico and California’s Napa Valley.
The group offers properties in a number of diverse locations, from beach or mountain getaways to a more urban setting. Private Retreats can also come with numerous bedrooms, fully equipped kitchens, pools and other significant facilities.
Four Seasons manages its private rental properties without third-party assistance, meaning it can offer guests full access to on-site services and amenities, such as restaurants, fitness centres, spas and more.
Four Seasons’ concierge can also arrange exclusive experiences like private yoga lessons or meals prepared by a specialist executive chef.
White said: “As one of the only companies to act as residence property managers, Four Seasons is also uniquely positioned to serve its guests, tailoring each stay with a dedicated Four Seasons team who uphold the quality, consistency and service offering for which the brand is known worldwide.”
Meanwhile, Four Seasons has also announced it is investing in an enhanced marketing strategy for its Private Retreat offerings by launching a new social video. The hospitality group is looking to target families in particular with its offering, as well as couples and friendship groups for tailored travel experiences.
One such short film featuring real guests was entitled “Take Your Time” as a way of showcasing the between love and travel.
Each individual spoke about their busy routines and how it impacts their ability to take time for themselves and for their loved ones. Four Seasons inspired them with personal messages from their family members, who reflected on past travel memories.
The verging towards the luxury home rental space has become an increasingly prevalent trend in recent times, as highlighted by Marriott and Airbnb’s activities in the past few months.
In one such case, hotel group Marriott International is venturing further into the home-sharing sector by launching a new rental platform service to compete with commonplace disruptors like Airbnb.
Marriott debuted its Homes & Villas by Marriott International service, which enables consumers to rent properties via third-party companies like TurnKey Vacation Rentals and LaCure, who are tasked with vetting homes and maintaining the property.
Airbnb has in recent months taken steps to diversify its offering by attracting wealthy travellers to luxury homes and hotels.
After years of hotels unofficially offering their rooms through the platform, Airbnb is now facilitating more targeted searches for guests looking to stay in a hotel room rather than one in someone’s primary residence.
Its Airbnb Plus program is breaking new ground by connecting affluent travellers with luxury accommodations. In doing so, it is leading to increased blurring between Airbnb’s core rental offering and higher-end, luxury hotel services.
White said: “While the alternative accommodation landscape continues to evolve, Four Seasons sees great opportunity to continuously strengthen our position as leaders in the market. Since 2014, the Private Retreats program has grown from 290 homes to over 750, and we expect that by 2023, the portfolio will include over 1,000 villas and residences worldwide.”
For more information, visit the Four Seasons Private Retreats website here.