The program falls in line with efforts by other lodging chains and travel suppliers to build databases of traveler profiles to create stronger direct relationships and personalize traveler services. But while most of those efforts are designed to reach the masses, the Four Seasons Card, as this program is titled, is targeting a very exclusive set of luxury travelers. Early this fall, Christian H. Clerc, Four Seasons president and worldwide hotel operations officer, wrote to customers: “As one of our most important guests of the Four Seasons we do our utmost to ensure that all of your expectations are met or exceeded. I am delighted to let you know about an exclusive new service Four Seasons has created for its most elite global travelers to ensure that same level of care and attention you enjoy here extends to every one of our hotels and resorts worldwide.” Clerc noted that the card is by invitation only. “This service offers you and anyone who arranges your travel an Elite Contact dedicated to customizing your experience at every Four Seasons property. Only a very select few of our global guests will receive this new card and as one of our most important guests, I would like to invite you.” Get the full story at Travel Market Report