Spanning two design-led 30-storey towers, Four Seasons Bengaluru currently houses 105 private residences.
High-spending Indian home buyers of today crave luxury, and it’s not the kind that’s on the shelves of every other upscale real estate developer. These home buyers have begun to seek an emotional connect with the brand. The brand needs to resonate with their deepest emotional drives— like the desire to stand apart from the crowd, to feel secure, and to live life on their own terms. Hotel brand Four Seasons has leveraged these aspirations to redefine its accommodation for the affluent.
In India, the brand, in association with Embassy Group, has unveiled the Four Seasons Private Residences Bengaluru.
“Although the concept of hotel-branded residences is niche across the world, some key luxury hotels have onboarded this idea. Not only hotels, but even luxury brands like Porsche, Versace and Fendi have leveraged this concept. In India, this targets a very slim segment of society,” says Rahul Mamgain, Director of Residences, Four Seasons Hotel Bengaluru.
Four Seasons Bengaluru is the first hotel in India to introduce the concept of branded private residences.
Global standards, local sensibilities
Private residences play a key role in the brand building of Four Seasons. The goal is to grow the lifetime value of their customer relationships.
“We believe that our residence owners are part of the growing tribe of brand advocates. It is a way of strengthening the brand value worldwide. We’re aware of the high standards set in the global marketplace as well as local sensibilities. Therefore, we’ve created a portfolio of unique homes that reflects the locations and communities in which they thrive,” says Mamgain.
Spanning two design-led 30-storey towers, Four Seasons Bengaluru currently houses 105 private residences. The brand will soon unveil a similar format in Mumbai.
Lap of luxury
The owners of Four Seasons Private Residences can delight in hotel amenities, such as the swimming pool and the gym. Besides, they will have their own private lobby, a dedicated entrance, a lounge area, a media room, and a gaming room.
Shedding light on the future of private residences, Mamgain says that the elevated living format and convenience that this concept brings is certainly going to be coveted.
“Imagine coming home from a long vacation and knowing that there will be someone to welcome you with a smile, and if required, also get your housekeeping done at the press of a button. Add to that a warm gourmet meal from our team of chefs who will be ready to welcome you in the restaurant. Or a jet lag massage in the spa, if you so desire. Homecoming then, becomes as alluring as the vacation you went off on,” he says.
A profitable partnership
While the marketing and sales of the private residences are handled by Embassy Group, Four Seasons will manage the property and the operations.
“There is some guidance from our corporate team to the developer’s team on the marketing aspect. The Four Seasons Residential team provides consultative support and strategic planning advice, especially during the early stages of a project, which helps development partners save time and maximize overall sales performance. Through a range of marketing channels, we help provide visibility and profile to properties,” he says.
This model is profitable for both parties. For the developer, there is ready return on investment on the sale of every residence. For the hotel, there is the advantage and the possibility of a prospective guest for every ancillary service like food and beverage, spa, or other such service element.
“The idea of having Private Residences attached to a Four Seasons Hotel is a novel concept and is part of the design brief for almost all new hotel openings in urban locations,” says Mamgain.