Skift Take
It's less about turning every click into a booking and more about raising awareness and defining Four Seasons as "the" hospitality brand for travelers that identify with a certain kind of lifestyle.
After Four Seasons' corporate marketing team saw the success it was having on Pinterest, the luxury hotel group made it mandatory that the brand's 92 hotels and resorts maintain an active presence on the social sharing site.
This corporate practice may have seemed bizarre a decade ago, but social media has quickly become one of the more important communication tools that a brand has as its disposal -- especially one as image- and inspiration-driven as Four Seasons.
The hotel chain has had exceptional success on Pinterest where, according to Pinterest's case study on Four Seasons, the hotel brand experienced "a 1,000% increase in daily average visitors and a 1,700% increase in daily average clicks to its website."
Rather than limit itself to property photos or promotions, the brand chose to project a lifestyle including food, fashion and general t
