Four Seasons is going to launching a loyalty program, which is music to the ears of regular Four Seasons visitors such as myself. My source is this article on View From The Wing on boardingarea.com and Gary usually knows his stuff
Gary says “the reference is to a ‘guest recognition’ program which is only half a loyalty program (which is equal parts recognition and reward).”
So what could this mean? Well, right now, one of the few ways to get loyalty benefits such as free breakfast, complimentary room upgrade, spa credits, spend in the bar, welcome gift and early and late checkout across Four Seasons hotels is to book with an exclusive Four Seasons partner agency or a Virtuoso agent (please contact our travel concierge if you would like a priority upgrade or Virtuoso benefits on your next booking).
As an example, at the Four Seasons Hampshire the gift is a very decent spend which you can use at the hotel and which we tend to spend in the bar. Using this hotel as an example, booking through Virtuoso means that you get all of these benefits for the same price as booking through the hotel website direct (but by booking through the hotel website, you do not get these benefits):
Daily full English breakfast for two people per bedroom, served through In-Room Dining or in the hotel restaurant (including buffets).
Food and beverage credit of USD100.
Upgrade of one category, based on availability at time of check-in.
Complimentary basic Internet in all guest rooms.
Complimentary welcome gift.
A Four Seasons loyalty or guest recognition program would offer similar, plus, ideally a free night after a certain number of stays like the LHW scheme. Of course, this is all speculation and the actual offering remains to be seen.