Luxury hospitality company Four Seasons Hotels and Resorts yesterday announced two new buyout programs for groups: Four Seasons Buyout and Four Seasons Exclusive. With Four Seasons Buyout, a group secures every room and suite, all function space, and all pools at a property, with the potential for taking over lounges, spas, and other public areas as well. With Four Seasons Exclusive, a group takes over a property entirely, including all rooms and restaurants, as well as tennis courts, beaches, and golf courses (where applicable).
The Exclusive program allows groups to take over spaces they wouldn't otherwise be able to, such as the hotel lobby, and puts the property's food-and-beverage team at a group's disposal for customizing menus and drinks.
"A Four Seasons Exclusive or Buyout experience creates an environment that allows the host countless opportunities for personal interaction between leadership and their teams," said Charlie Ferbet, senior vice president of sales and marketing for Maritz Travel, in a statement. "This unique interface is consistently proven to be one of the most rewarding and memorable experiences of an incentive trip."
While Four Seasons has always been willing to entertain buyout requests, the company is now making a concerted effort to go after this type of business.
"What I've seen is our really brilliant buyers look at our hotels as potentially a private estate," said Jonathan Sicroff, global senior vice president for Four Seasons, at a breakfast announcing the program. "Who wants to do events in a ballroom? Think outside the ballroom. [Buyers are] turning our pools into dance floors, putting rock concerts in the middle of the lawn, putting automobiles in the lobby. There are all these opportunities. It's a blank canvass."
Four Seasons will unveil a redesigned meetings and events website for comparing buyout opportunities at each property later this year.