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

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