Since starting the program a few weeks ago, the hotel chain has received Pinterest collaboration board requests from guests planning trips to Four Seasons properties all over the world, including Florence, Italy; Chiang Mai, Thailand; Singapore; London; Mauritius; Marrakech; Morocco; and Lanai, Hawaii. Four Seasons is something of a trailblazer when it comes to its use of social media platforms and technology to connect with and service guests. The luxury hotel chain maintains an active presence on Facebook ( FB), Twitter, Instagram, Google+ ( GOOG), Youtube, Vine, Weibo and Youku. It also recently launched a virtual wine tasting program via Twitter and a sommelier-on-demand program on its Facebook page. It's all part of finding ways to communicate with guests. "I think for us, it is important that we are where our guests are," Yukich says. "We really believe in that. And we are committed to that. It's not about how many platforms we can be on. Because we are a luxury brand in the luxury service industry, when guests have a presence on a certain platform, then it's important for us to be there."
"It's not about just pushing out advertising and content, but about adding more value to guests," Yukich adds. Other luxury hotels can certainly be found using social media and technology platforms in new and innovative ways, albeit to a lesser degree. The ultra luxurious SLS Hotel at Beverly Hills engages regularly in conversations with its future guests on Twitter and personalizes welcome amenities for those guests based on the conversations. "Guests start talking on Twitter about visiting the hotel prior to arrival, so we play with that. It's a really nice way to interact with guests," says Emily Bernstein, director of public relations for the SLS Hotel at Beverly Hills. "It depends on what they're coming in for and what they tweeted -- but if we could tell they worked for a production studio we may supply them with an amenity that compliments their industry well. It's about understanding what they are here for and complimenting that with something fun or quirky." The SLS Hotel at Beverly Hills has also created its very own smartphone app that can be downloaded from iTunes for free and used by guests or anyone interested in the hotel's cultural or entertainment recommendations.