AMMAN — The recently launched rebrand of the Four Seasons Hotel & Resort is inspired and driven by the hotel guests' feedback on their personal experiences, which makes the "human connection" the catalyst, a top executive at Four Seasons Hotel Amman said.
In an interview with Carlo Stragiotto, the hotel's general manager in Amman, he outlined new services offered to customers to enrich their experience and voiced optimism that a full recovery from COVID-19 is taking shape.
His remarks came as the award-winning luxury hotel prepares to celebrate its 20th anniversary in Jordan in 2023.
Elaborating on the new brand identity of “luxury with genuine heart and the philosophy behind it”, Stragiotto said the future of luxury "is defined by human connection and imagination", adding that the new brand identity "celebrates Four Seasons Hotels & Resorts’ unique and energetic perspective on the definition of luxury, which highlights the exceptional experiences delivered only by Four Seasons through the deep understanding of its guests and the genuine care of its people".
"We take our guests' feedback very seriously so it’s important to note that the brand identity is inspired by real stories of actual Four Seasons guest experiences, reflected in feedback surveys, comments and in conversations with hotel teams," he said.
According to Stragiotto, Four Seasons staff members universally apply a simple rule: Treat people just the way you would like to be treated. This approach, he told The Jordan Times, is reflected in utmost efforts to provide unparalleled service and care to guests.
Another manifestation of personalised services is the "Four Seasons Private Jet Experience" where guests were welcomed to Jordan "with genuinely personalised service combined with authentic Jordanian hospitality. The value of the Four Seasons Private Jet Experience in Jordan extends far beyond luxury and exclusivity — it’s about the locals our guests met, the new flavours they experienced, the sights and sounds they took in and the incredible memories that will last a lifetime."
This trip to Jordan came as part of the Ancient Explorer itinerary, which is a journey to 10 destinations aboard the custom-designed Four Seasons Private Jet. Over 24 days guests experienced the legendary wonders of the world like never before, from the Great Barrier Reef and the Pyramids to remote Easter Island and the Lost City of Petra.
Industry recognition
Four Seasons Hotel Amman has become the first and only hotel in Jordan to have earned the five-star rating from Forbes Travel Guide this year, the only global rating system for luxury hotels, restaurants and spas. It has also won the prestigious 2022 Travel + Leisure World’s Best Award as Top City Hotel in Jordan and the Fourth Top City Hotel in North Africa and the Middle East.
Commenting on the achievements, Stragiotto said: "We are honoured to have been recognised by some of the most reputable industry groups and respected publications in the world for excellence in luxury hospitality.”
Full recovery from pandemic
After the painful blows the hotel industry received as a consequence of COVID-19, Stragiotto has good news. He said the hotel industry in Jordan, especially at Four Seasons Hotel Amman, has fully recovered from the pandemic.
"We have seen average occupancy levels at five-star luxury hotels to exceed 60 per cent, even showing better results than in 2019." He attributes this to customer behaviour patterns taking shape after the world re-opened in the aftermath of the pandemic.
"People are craving travel," Stragiotto said, "and we are seeing guests from the United States, United Kingdom, Europe and the Gulf countries showing interest in Jordan as a destination with the need to experience something new while selecting the luxury hotel brands that they trust."
"As guests continue to value seamless, worry-free travel, ‘Lead with Care’, which is Four Seasons’ enhanced health and safety programme, remains a fixture at our property, evolving for the future to ensure guests feel confident and cared for throughout their Four Seasons journey."
Happy 20th anniversary
Four Seasons Hotel Amman is celebrating its 20th anniversary next year and on the drawing board, there are plans to mark this occasion and highlight their achievements. Stragiotto described the occasion as a "milestone".
"In the last 20 years, our guests have entrusted us with countless memories, and while quite a lot has changed in two decades. We believe these memories will continue and we look forward to building more for many more years to come by delivering meaningful, personalised and warm luxury experiences, one small act at a time."
Efforts towards boosting tourism
Stragiotto said that Four Seasons is a key actor in efforts to enhance Jordan's tourism, which is already taking off with a new spirit, explaining that they approach such a synergic endeavour at two levels — the first is to be an effective team player at the national level, and the second is to enter one-on-one partnerships with local strategic partners, with outcomes eventually serving the entirety of the hospitality sector and, subsequently, the national economy.
He said: "Our partners in the public sector and in all other components of the tourism industry are fully aware that Four Seasons has historically been more than ready to play its role and do its part in any scheme agreed upon by stakeholders. We support any win-win scenario and believe that the success of any partner would inevitably reflect on the performance of the other sectors."
For example, he said, "when the government, private sector and civil society institutions manage to stimulate the meetings, incentives, conferences and exhibitions (MICE) business, hotels will benefit significantly. The guests who experience our luxury hospitality and unparalleled service will be Jordan's ambassadors in their countries and among their communities. It's an act of synergy and teamwork, and we are open to ideas for the benefit of all."
In the meantime, the hotel is working on an individual track to support tourism through business with the right partners, including local sustainable service provider Baraka Destinations to "curate exclusive and authentic experiences around the marvellous historical towns of Umm Qais and Pella that are all owned, managed and run by the local communities in these Jordanian villages.
Healthy competition
Stragiotto acknowledged that there is increasing competition among the five-star hotels in Amman, but he welcomed the trend.
"We believe it’s very healthy to have such reputable hospitality brands in Jordan. The supply will drive the demand in Jordan, so, ultimately, all of these luxury brands will contribute to increasing tourism in the country. We also believe that the increased number of competitors, especially in the luxury market, heightens the status of Amman as an attractive destination. We look at this expansion in light of the encouraging national tourism figures in 2021 and 2022, and the hoped success of the National Tourism Strategy for 2021-2025, which seeks to break the 2019 record of JD4.1 billion in revenues."
