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Travel & Hospitality
Published: 4 Jan 2013

Four Seasons’ 24-Hour Digital Detox


Tapping into the increasing consumer demand for tech-free vacations, Canadian luxury hotel group Four Seasons has introduced a new service that invites guests to surrender their iPhones for 24 hours.

The complimentary service, available at Four Seasons Resort Costa Rica, offers guests a guide of 24 Things To Do Without Technology during the detox. The guide encourages guests to explore Costa Rica’s natural beauty and try out the resort’s activities, including spa treatments and water sports.

For consumers who are hesitant to give up their gadgets, Four Seasons has incentivised the programme by teaming up with US-based iPhone case manufacturer Uncommon to return the guest’s phone with a custom-designed case inspired by Costa Rica. 

Vacations are becoming increasingly important for stressed-out consumers, who are living in a state of heightened wakefulness thanks to blurred home/work boundaries and constant smartphone alerts. With demand for holistic holidays on the rise, brands must consider how they can help their guests improve their physical, mental and emotional wellbeing. Read more in Insomnia: Something to Sleep On

Four Seasons

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Taste by Four Seasons
Taste by Four Seasons Taste by Four Seasons Luxury hospitality group Four Seasons Hotels and Resort has launched Taste – a new food resource and online community for keen gourmands and budding domestic chefs.

Launched in December this year, the website showcases ingredients, experiences and recipes from the brand’s global base of executive chefs. Recipes include grilled venison in apple leaves with heirloom apple fritter and Dungeness crab tacos with radish sprouts. Users are encouraged to vote for their favourite recipes and share them via Facebook, Instagram and Twitter using the hashtag FSTaste.

Taste also allows chefs to bring their personality and expertise to the fore; the section Chef Moments & Epic Dining features posts and videos detailing extra special dining experiences, secret recipes and memorable gastronomic moments, such as diving for lobster at Four Seasons Resort Nevis in the Caribbean. “Taste extends the reach of Four Seasons chefs, sommeliers and mixologists beyond the walls of our properties, delivering their unparalleled expertise directly to travel and food enthusiasts,” says Chris Hunsberger, executive vice-president of global product innovation.

Now only available on a web browser, the team has plans to roll out an iPhone app early next year to make the experience mobile. For more examples of brands infiltrating consumers’ psyche with digital tools, see Social Media Seduction: Persuasion Retailing.

Travel & Hospitality
Hospitality & Service
07 Jan 2013