By Sharon Hirschowitz
Keith Space, President of Fort Hospitality, will be speaking at the International Luxury Hotel Association (ILHA) conference in December and will offer valuable insights into the ever-changing landscape of luxury hospitality. With a portfolio that includes Four Seasons properties in South Florida and innovative projects like the Four Seasons Yacht, Space shares his perspectives on emerging trends, sustainability initiatives, and the future of lifestyle hotels in the luxury segment. Drawing from his extensive experience revolutionizing the hospitality industry, Space discusses how Fort Partners is adapting to meet the changing preferences of affluent travelers while maintaining the highest standards of luxury and personalization.
As a leader in the hospitality industry, how do you see the role of technology and personalization evolving in enhancing guest experiences at luxury hotels?
Technology is changing rapidly in the luxury hospitality sector, largely because many wealthy travelers derive their personal wealth from the technology industry and are very comfortable with it. Five or six years ago, certain technological aspects were considered taboo in luxury hotels, but that’s no longer the case. For instance, texting with guests, which was unheard of in luxury hospitality before, is now commonplace. Our call center probably manages around 10,000 texts because it’s become a familiar way for people to communicate.
We’re also seeing widespread adoption of mobile apps for services like check-in, digital keys, and mobile access. Even beach service has been revolutionized by technology. Guests can now use an app to order items like ketchup, and within seconds, someone brings it to them. However, we’re always cognizant that not all trends translate effectively to the very highest end of the luxury market. We carefully evaluate which technologies truly enhance the guest experience in our properties.
Sustainability is a growing concern in luxury hospitality. How is Fort Hospitality integrating sustainable practices into its new developments, such as the projects in Italy, Telluride, and Coconut Grove?
Sustainability is certainly at the forefront of our thinking. We look at it not just because we all want to be good stewards of the earth but also because guests want to feel good about their experience. Part of that is that they are consciously aware of their impact.
Sustainability in hospitality used to be a buzzword often limited to simple measures like switching from small shampoo bottles to large format ones. Today, it’s much more comprehensive. It’s about seizing every opportunity to be a good steward, whether through beach nourishment, composting, or other initiatives. We focus on the principle of “reduce, reuse, recycle” – in that order. Sustainability isn’t just on everybody’s mind; it needs to be baked into the ethos of the company and at the forefront of our thinking as we move forward.
With Fort Hospitality’s impressive portfolio, including the Four Seasons Hotels in South Florida and the luxury development on Norman’s Cay, can you share some insights into the unique design and service elements guests can expect from these properties?
Our Four Seasons properties offer numerous opportunities for unique experiences. Four Seasons does an incredible job with guest experience and service execution, and we go beyond that to create remarkable opportunities. Many of these are based on our locations. We have incredible oceanfront and waterfront properties that allow for unique experiences like beach weddings, engagements under starlit skies, or luxurious beach picnics.
We also offer distinctive amenities. For instance, all four of our properties have electric Mokes available for guest use. These are English-designed, battery-operated vehicles that aren’t commonly available elsewhere. They’re super unique and add to the special character of our properties and locations.
In the Bahamas, our Norman’s Cay project is truly one-of-a-kind. It has its own airport that can accommodate any plane, a deep marina for large yachts, and offers incredibly personalized and remote experiences. It’s just 60 minutes from the U.S. coast and 55 nautical miles from Nassau, allowing guests to quickly access a wealth of personalized experiences.
The luxury hotel market is experiencing shifts with the rise of younger, experience-focused travelers. How is Fort Hospitality adapting its strategies to cater to the preferences of Generations Y and Z, who are set to dominate the luxury market in the coming years?
We’re definitely focusing on this demographic shift. For example, we have a project in Telluride with Four Seasons that will be the first new hotel inventory there in about a decade. We’re ensuring we’re in places where younger travelers want to be. Our Four Seasons in Fort Lauderdale caters to a younger market compared to Palm Beach, while still being the most luxurious property in that market.
Our Fort Lauderdale hotel is a perfect entry-level opportunity for Four Seasons to attract younger travelers who are naturally drawn to that market but are also looking for a luxury product. It’s about being in active, vibrant locations that appeal to this demographic while maintaining the high standards of luxury they expect.
Having played a pivotal role in revolutionizing lifestyle hotels, how do you envision the future of lifestyle hotels within the broader luxury segment, and what innovations can we expect from Fort Hospitality in this area?
When we look at the future of lifestyle hotels within the luxury segment, it really comes back to individual and highly personalized experiences. I believe we’ll continue to see owners embrace this concept, finding ever more unique locations that organically provide opportunities for personalized experiences.
These unique locations and experiences are becoming more viable now due to advancements in technology. We can market and communicate these offerings in ways that weren’t possible ten years ago. Technology is not only aiding in the decision-making process for guests but also enhancing their on-site experience.
For example, we’re seeing the use of VR and AR in marketing, allowing potential guests to get a real sense of the experience before they arrive. This technology helps in the decision-making process and sets expectations for the unique experiences we offer.
Looking ahead, I believe the lifestyle segment will move further into the luxury exclusive segment through these opportunities to provide very unique guest experiences. We’re focusing on creating environments and services that cater to individual preferences and offer something truly special that can’t be replicated elsewhere.
In terms of innovations, we’re exploring ways to leverage technology to create more seamless, personalized experiences while maintaining the high-touch service that luxury travelers expect. It’s about finding the right balance between technological convenience and human interaction to create memorable, one-of-a-kind stays for our guests.
