Four Seasons Rebrand Evicts Stuffiness for Personalized Luxury

The top-tier hotel chain offers guests the stay of their dreams—without the baggage

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Luxury hotels don’t want you to have fun of any kind. 

Uptight hotel staff don’t want you to have sundae bars delivered to your room or hotel limousines stocked with pizza or animals in their hotels. And you just know they want to fire Jennifer Lopez for following her heart.

At least that’s the impression you’d get if you were a millennial with access to any popular culture whatsoever during the 1990s and early 2000s. Given that part of the case for J-Lo’s firing in Maid in Manhattan is “This would never happen at the Four Seasons,” it helped create a stuffy, stodgy image of high-end hotels that would haunt the upscale hospitality chain when those impressionable moviegoers finally had income and wealth of their own.

The Four Seasons is attempting to respond to millennials’ expectations of what a luxury hotel stay entails because it isn’t enough for a high-end hotel to take...

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