Four Seasons Won't Let Tech Replace the Human Exchange Expected of Luxury

25.08.2023 - 14:40 / skift.com / Justin Dawes / Marc Speichert / Alejandro Reynal

Red Roof, Motel 6, and Extended Stay have all implemented software to reduce the need for workers. 

Those brands and others have added features like contactless check-in to maximize efficiency, and third-party software companies and startups have been growing as a result. 

That will not happen at properties managed by luxury brand Four Seasons.

The company is implementing new tech in other ways, but human interaction is part of what guests expect at the luxury brand, said Marc Speichert, executive vice president and chief commercial officer of Four Seasons. 

“That human nature of the brand is incredibly important, and so there’s absolutely zero intent to automate interactions. That’s why people come to Four Seasons,” said Speichert, who was hired in May 2021. 

“I don’t think we’re looking at it through the lens of driving efficiencies or automating things because guests love the high-touch interaction that they have with us.”

Four Seasons has, however, been continuing investment in a chat function meant to help guests more efficiently connect with the proper staff for particular needs, no bots included. 

“We’re pretty convinced that the future is chat,” Speichert said. 

Used primarily at this point by guests who have already checked in, the chat function works by routing guests directly to the person who can best answer their question, like how to set a spa appointment.

Use of that communication channel by guests has quadrupled over the past four years, he said. 

“People want more interactions that are digital but that are humanly powered at the same time,” Speichert said. “That’s been a big shift that we’re seeing happening and want to make sure we’re continuing to capitalize on and enhance.”

Executives have been calling that approach “EI meets AI” — emotional intelligence meets artificial intelligence, he said. In other words, the tech is meant to enhance human interaction, not replace it. 

That path is part of what the brand has uncovered over the past few years as it has worked to determine who its ideal guests are and how they can attract more bookings from them.

Four Seasons has analyzed data from two million guests over the last three years to guide these strategies, he said. The company last month appointed Alejandro Reynal as CEO and president with a push to improve its use of data.

“I’ve never had as much data in my career that I have here, which was incredible,” Speichert said.

It makes sense that Four Seasons is investing to automate at least part of its business, said Max Starkov, a hotel tech consultant and industry veteran. 

One, it appeases the digital-savvy traveler, but it could also help combat workforce shortage to a certain extent. A recent industry survey found that 91 percent