June 3, 2013
Four Seasons Resort Maui at Wailea is targeting affluent families with a new summer travel program and online comic book that demonstrate how the on-property experience can be tailored to guests of all ages.
The property collaborated with Danny Zuker, a three-time Emmy award-winning Hollywood producer, and Chicago illustrator John Gregg to create a rhyming comic book called “Howie Goes to Maui” that explains in child-friendly speak the new "WeTime/MeTime" program. Both efforts are launching at the beginning of children’s summer vacation to show that young and mature travelers can have personalized experiences at the resort.
“We know our customers very well," said Mark Simon, director of marketing at Four Seasons Resort Maui. "As parents, we know what a hassle it can be to travel as a family and we tried to hit the sweet spot of our demographic.
"Our idea is to let us help you customize your vacation including traveling lighter and maximizing time spent with family and time spent as a couple reconnecting," he said. "There is no other program like this."
No age restriction
The WeTime/MeTime program lets guests with children split their time between adult and family activities.
The resort is providing experiences, services and amenities, many of which are complimentary, that can be arranged through the concierge staff. There are custom itineraries for children, teens and parents that allow for shared and separate experiences.
Children ages 5-12 can participate in the daily “Kids For All Seasons” program that provides supervision and special activities. The service is offered at all Four Seasons resorts as well as hotels in select cities.
From 9 a.m.-5 p.m. each day, children are offered activities such as games, sports, music, treasure hunts, swimming, arts and crafts and cultural education.
Teenagers are offered a separate program called “Under the Water – On the Water – On the Beach” that includes snorkeling, scuba diving, kayaking, surf lessons and access to the on-site waterfall and fountain pools.
In addition, the game room is equipped for indoor and outdoor activates spanning video games to beach sports.
Adult guests can partake in multiple amenities while children and teens are kept busy such as access to the adults-only Serenity Pool, spa treatments, walks on Wailea’s coastal pathway, three golf courses and tennis courts. There are also adult-oriented dining options such as the oceanfront, five-course Ultimate Dinner package.
Four Seasons Maui
Four Seasons Maui’s summer program is part of its parent company’s multichannel summer campaign to strengthen its reputation as a family-oriented brand.
The Four Seasons hotel chain is offering affluent travelers special promotions at its family-friendly properties around the world June 15-Sept. 15 to push bookings during children’s school vacation.
To go along with its company-wide summer promotions, Four Season revamped its Have Family Will Travel blog. It will now feature more real-life stories by family travel bloggers and Four Seasons staff (see story).
In addition to appealing to adult guests, Four Seasons Maui is specifically aiming for children to understand the WeTime/MeTime program by showcasing it in a new online comic book.
The young characters are five-year-old twins named Howie and Heather who visit Four Seasons Resort Maui with their parents.
Comic-book drawing of the property
For example, the rhyme says, "In what seemed like an instant but was probably hours, we arrived and my Mom got a necklace of flowers, my sis got one too, me and dad we got beaded. Then a man with a cart asked if assistance was needed?”
The family's vacation begins with their mother and father, but soon the children become swept up in Kids For All Seasons and no longer regret that their parents are missing the fun.
Four Seasons Maui's Mr. Simon worked with producer Mr. Zuker to write the comic while Mr. Gregg illustrated the 20-page book.
“Because of the uniqueness of the message of WeTime/MeTime, we felt we had to make it stand out, so we began looking for different ways to present the information," Mr. Simon said.
"While I was cleaning up the garage at home, I found my daughter’s Dr. Seuss books and that’s when it hit me that we had to do a comic book to tell the story," he said.
Tricia Carr, associate reporter on Luxury Daily, New York