The value of word of mouth
"It's clear that our guests are getting more information, from more places, than ever before," says Jim FitzGibbon, the chain's global president of hotel operations. This, for the executive, is an incentive to make each stay something very good and gives them a way to measure their achievements in this field. Four Seasons has been monitoring guest satisfaction in different ways for many years. Given the continued importance of personal recommendations, the firm is asking this question directly to its guests, as part of the usual reviews that follow a stay at one of its properties. In the last twelve months, says the portal ehotelier, it has conducted more than 1,300 interviews of this type.