Four Seasons Integrates Wellness Into Branding With Smart Social Campaign

Four Seasons lays out a month of healthy activities as part of its #30DaysofEnergy challenge.
Four Seasons lays out a month of healthy activities as part of its #30DaysofEnergy challenge.

Four Seasons / Instagram

Four Seasons lays out a month of healthy activities as part of its #30DaysofEnergy challenge. Four Seasons / Instagram

The success of a hotel brand is no longer just measured by whether it provides a clean room, friendly service, and fair prices.

Today, hotel brands have become lifestlye brands that align themselves with the worlds of fashion, wellness, or even the neighborhoods where they reside.

One pleasant result of this trend is Four Seasons‘ new social campaign promoting its collection of spa treatments and healthy food plans including sleep consultations, hypnotherapy, and liquid detoxes. Since many travelers can’t afford these luxurious treatments at the hotels’ properties, Four Seasons is building its reputation as a wellness brand with a visual and informative social campaign.

Four Seasons is sharing daily tips and reminders for boosting energy throughout November as part of its #30DaysofEnergy challenge.

We are particularly impressed with the brand’s Instagram account, which has integrated this wellness message and its properties for a campaign that feels natural and fun for its followers. Alongside every photo — taken at a Four Seasons property — is a few sentences about deep breathing, eating greens or exercise.

Four Seasons isn’t alone its wellness movement. Starwood Hotels & Resorts teamed up with yoga influencer Tara Stiles for a similar campaign for its W brand.

Two examples of Four Seasons’ #30DaysofEnergy social posts are below:

#30DaysofEnergy Challenge Day 2: Inhale. Meditation leads to better sleep, immunity and ability to stay calm under daily stress — allowing you to use energy for activities you love. Pick a peaceful spot and focus on breathing for five to ten minutes today. Share your experience using the hashtag #30DaysofEnergy

A photo posted by Four Seasons Hotels & Resorts (@fourseasons) on Nov 11, 2014 at 4:58am PST

In paris

#30DaysofEnergy Challenge Day 4: Get Moving. When you’re tired, exercise is likely the last thing on your mind. But physical activity can have a major impact on energy levels — both immediately and long-term. @FSParis guests can add a side of sightseeing to their workout with the hotel’s “cultural jogging” city tour. How did you get active today? Show us using the hashtag #30DaysofEnergy.

A photo posted by Four Seasons Hotels & Resorts (@fourseasons) on Nov 11, 2014 at 2:57am PST

Skift Take: Social marketing is as much about building a brand as about selling an actual product. Four Seasons’ current campaign is putting its properties on the bucket lists of thousands of health-minded travelers.

— Samantha Shankman

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