Four Seasons Hotels and Resorts said on Monday it had appointed Alejandro Reynal CEO and president as the luxury hotel management company seeks to improve its use of data to enhance performance.

Reynal most recently was president and CEO of Apple Leisure Group, a resort company Hyatt acquired in the past year. But intriguingly he has expertise in applying data-based approaches to businesses, having previously held top positions at Atento, a global customer relationship management firm, and Telefonica, a telecom.

“Throughout his career, Alejandro has led and inspired global teams to embrace innovation, leverage the power of data and insights, and deliver top financial performance and value to both investors and customers,” said Michael Larson, chief investment officer of Cascade Investment, in a statement. Larson is the money manager who calls the shots in the fund, which holds the personal investment assets of billionaire Bill Gates.

In the past year, Cascade has increased its stake in Four Seasons, and now holds a 71 percent stake in the company. It has said it wants the lodging company to boost its uses of the latest technologies to enhance performance.

“I have a deep admiration for Four Seasons and the more than 50,000 people around the world who make this company so special,” said new CEO Reynal on LinkedIn. “I look forward to leading this exceptional organization into the future as we seize the opportunities ahead and continue to deliver best-in-class experiences for our guests, residents, partners and all who connect with our brand.”

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