Four Seasons diversification: Super-yacht and luxury item rentals
The Four Seasons hotel group is diversifying by offering a new luxury superyacht travel experience. In parallel, it is beginning partnerships with luxury rental companies, such as Club Vivrelle, to offer an increasingly personalized experience to guests.
By Eva Morletto09 mars 2023
Innovation and diversification seem to be the new keywords for the Four Seasons Hotel Group. The new travel experience is becoming more precise since the Swedish company that designed the first super-yacht has just completed the project. The group, which has 127 upscale hotels around the world, including the famous George V in Paris, has commissioned the design firm Tillberg Design of Sweden (TDoS) to create a 207-meter-long superyacht for private luxury cruises. The project has been approved by the hotel group and will be built by the Italian company Fincantieri, which is expected to launch in 2025.
At the final presentation of the project, the Swedish firm's executive director, Fredrik Johansson, described the super-yacht as "Christina Onassis meets James Bond," evoking the glamorous spirit that will surround the exclusive voyages held on this exceptional yacht. This super-yacht, designed for private luxury cruises, offers extraordinary suites, including the 892-square-meter Funnel Suite on four levels, as well as a 20-meter pool. According to Larry Pimentel, CEO of Marc-Henry Cruise Holdings, the yacht offers a "whole new customer experience. Through extensive market analysis, Four Seasons aims to offer a new way to travel at sea, inspired by the historic atmosphere of Miami's Surf Club.
This is not the Swedish firm's first superyacht design project for luxury hotels, having also been in charge of planning The Ritz-Carlton Yacht Collection. But the hotel group is not stopping there in its desire to innovate and diversify. Several of its properties, such as the Private Residences in Los Angeles, have partnered with luxury goods, clothing and accessories rental companies. The first such partnership was with the Vivrelle Club, founded in 2018 by Wayne and Blake Geffen, whose annual membership fee to access a selection of luxury items typically ranges from a few hundred dollars to about $3,000. But as part of this hotel partnership, guests will have the opportunity to access accessories, bags, watches and branded pieces included in the room rate for a night out or a meaningful dinner during their stay. A wide range of accessories from top brands such as Dior, Chanel and Hermès will be available to guests at Four Seasons properties.
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