NEW YORK (TheStreet) -- The Four Seasons is not at all shy about making bold, innovative moves to showcase what it has to offer as a luxury hotelier.
Highlights of the hotel chain's imaginative efforts over the past year or more include the Four Seasons' FS Taste food truck, which went on a multi-state tour serving gourmet food prepared by Four Seasons chefs; the Pin.Pack.Go board on Pinterest, which reinvented the way luxury travelers research and receive information when organizing a vacation; and the Four Seasons virtual wine tasting program on Twitter.
Now, the Four Seasons is embarking on another innovative move: launching the hotel industry's first fully branded private jet.
The completely retrofitted Boeing 757 will have Four Seasons painted on the fuselage and the iconic Four Seasons logo on the plane's tail.
And beginning in February, the Four Seasons Jet will transport up to 52 guests on bespoke journeys, according to a press release from the luxury hotel company.
"Taking our legendary service to the skies is a natural extension of what we've been doing in our hotels for more than 50 years," Susan Helstab, Four Seasons' executive vice president for marketing, says in the release. "The Four Seasons Jet showcases the unforgettable people and experiences that make Four Seasons unique. It speaks to our pioneering spirit and the aspirations of today's modern luxury traveler in an imaginative new way."
Helstab was not available for comment beyond the press release.