As the definition of luxury continues to evolve, Adrian Messerli, Four Seasons' President of Hotel Operations – EMEA, reveals how the legendary hotel group is reimagining hospitality for a new generation.

How has luxury hospitality evolved in EMEA during your 20 years with Four Seasons?

"True luxury has significantly changed - it is not about stuffy, impersonal service or over the top opulence but rather a focus on how people want to be treated. Guests are seeking meaningful, authentic experiences over material goods and craving experiences that offer new ways to connect with the brands they interact with and the places they visit. Luxury is defined more by emotion, personalisation and genuine care.

"The luxury consumer is also changing. We’ve seen our guest demographic shift toward younger, more diverse guests who are passionate about social and environmental issues and have an expectation that brands will mirror these values. Their expectations around technology are also higher than ever and there is a desire for a seamless shift from offline to online channels within the travel experience, all with a personalised touch."

Which emerging destinations in your region are you most excited about and why?

"There is an exciting pipeline underway for Middle East and in particular in Saudi Arabia, with three properties in the Kingdom set to open in the second half of 2025 - Four Seasons Resort and Residences AMAALA at Triple Bay, Four Seasons Resort Red Sea at Shura Island, and Four Seasons Hotel Madinah, and upcoming projects announced such as Four Seasons Hotel Diriyah, Four Seasons Hotel and Private Residences Jeddah at the Corniche, and Four Seasons Resort NEOM at Sindalah.  

"I’m also very excited about our expansion in Greece. Opening our resort in Athens in 2019 was an important milestone for us as our first project in Greece. We had long been looking for the right opportunity to enter the market, and bringing new life into the iconic Astir Palace was the perfect way to introduce Four Seasons to the country. Since then, we have been focused on expanding in the country and recently announced a new resort in Mykonos will be opening next summer in Kalo Livadi Bay. We’ve also just announced plans for the redevelopment of a beachside property in Hinitsa Bay, Porto Heli, Greece into a luxury resort and private residences. 

"Beyond future openings, we also have exciting enhancements across a number of our EMEA properties. Four Seasons Hotel Florence comprises two Renaissance buildings; Palazzo Della Gherardesca and the recently renovated Palazzo Del Nero, which was re-opened in September this year. In addition to obtaining six Michelin Stars this year, Four Seasons Hotel George V, Paris has enriched its already noteworthy collection of Parisian apartment accommodations with four newly renovated suites, including the double-floor Duplex Suites with private terraces and balconies offering views of the Eiffel Tower, while amid a property-wide renovation project, Four Seasons Hotel Cairo at Nile Plaza has introduced its first ever Pool Terrace Rooms and Suites, with direct access to three pools and a poolside restaurant."

What innovations are reshaping guest experiences across EMEA properties?

"Four Seasons long-standing commitment to innovation ensures that we don't just keep pace with the industry—we set the standard. As guest expectations evolve, we see this as a chance to deepen our connection with them through one-of-kind immersive experiences and offerings that allow them to truly connect with each destination. 

"Set-jetting has been an increasingly popular trend, something we are uniquely positioned to respond to. Guests can immerse themselves in the drama of White Lotus during a private helicopter tour while visiting Four Seasons Resort Maui at Wailea or an insider’s tour of the medieval village of Castiglione di Sicilia during their stay at San Domenico Palace Taormina. Surrounded by the timeless allure of the French Riviera, travellers can channel Emily in Paris at Grand-Hôtel du Cap-Ferrat and then marvel at the beauty of Paris at Four Seasons Hotel George V. And the list goes on. 

"We have also been transforming the guest experience with design activations such as our partnership with Jeff Leatham, Artistic Director at Four Seasons Hotel George V, Paris. In October this year, Jeff brought his renowned floral installations to Four Season Resort Dubai at Jumeirah Beach, transforming the lobby with vibrant colours and intricate designs inspired by Dubai’s nature, culture and metropolitan energy. 

"We’re also excited to continue the success of our brand partnerships such as our collaboration with Dolce & Gabbana this summer at our property in Taormina. These partnerships blend luxury hospitality with high fashion and art, creating a unique and immersive experience for our guests." 

How is technology transforming hotel operations while maintaining Four Seasons' high-touch service?

"At Four Seasons we aren’t interested in technology for technology’s sake, but rather finding ways to use technology to enhance the guest experience. We’ve developed custom digital solutions to meet guests’ needs and across all of our digital innovations we make sure that the technology always has a distinctly human touch.

"The award-winning Four Seasons App and Chat functions have been tremendously popular platforms since launch. We are the only Chat offering available in over 100 languages that is not a chatbot – it is real Four Seasons people at the property where the guest is staying, responding in record time. Guests can ask for local recommendations, book dining or spa reservations, or request services, all from the touch of a button."

What sustainability initiatives are you implementing across the region?

"Our Environmental, Social and Governance program, Four Seasons for Good, seeks to preserve and regenerate the environment and leave a positive, enduring impact on our local community. This is both for upcoming and operating hotels around the world. Each of our properties has a ‘Green Team’ that is responsible for leading on-property sustainability initiatives, whether this be alignment with our global commitments or tailored actions suited to the location in which we operate. 

"Across the brand, we are committed to eliminating single-use plastics in the guest experience and have been able to establish recycling programs at 96% of our global properties. Example sustainability measures we have in place include regular audits to improve waste management, water conservation, sourcing responsibly, solar power integration at a number of our properties such as a recent addition of a solar farm at Four Seasons Safari Lodge Serengeti, and achieving a global 50% reduction in food waste by 2030 (from our 2019 baseline)."

What lessons from your previous roles inform your EMEA strategy?

"During my career at Four Seasons, I’ve been privileged to work across all three regions: EMEA, the Americas and Asia Pacific. I gained experience in wide-ranging properties from palace hotels in Europe, such as at Four Seasons Hotel Madrid, to glittering skyscrapers in the Middle East to hideaway beach resorts in Africa including at Four Seasons Resort Seychelles. 

"EMEA is an incredibly diverse region, and these experiences help inform how I lead our employees in our dedication to genuine care across properties. I have the opportunity to work with so many specialists and it’s my role to bring everyone together and make sure their talents are reflected while bringing highly personalised experiences and a high level of service grounded in empathy and compassion to guests every day."

Which market segments show the strongest growth potential in EMEA?

"There is strong demand in the Middle East and North Africa that Four Seasons continues to respond to. This year, we expanded our presence in MENA with the opening of Four Seasons Hotel Rabat At Kasr Al Bahr, while Four Seasons Resort and Residences The Pearl – Qatar opened at the tail-end of 2023. 

"We have a strong pipeline of projects in the region, with upcoming projects including Four Seasons Resort Zanzibar, Four Seasons Hotel Luxor, and Four Seasons Hotel and Private Residences New Cairo Capital at Madinaty. In Oman we will be opening Four Seasons Resort and Private Residences Muscat, and earlier this year, we announced further expansion in the heart of Dubai with Four Seasons Private Residences at DIFC, our second standalone Four Seasons residential offering in the city.

"In Europe, Italy continues to be an exciting market for us with our current properties in Milan, Florence and Taormina, plus a future resort announced in Puglia and the re-opening of the iconic Hotel Danieli in Venice as a Four Seasons property set for early 2026."

How do you maintain service consistency while celebrating local culture at each property?

"The Golden Rule has long been at the heart of Four Seasons service culture and guides everything we do – to treat others how we wish to be treated. This simple principle empowers our people to go above and beyond, delivering the personalised service that our brand is known for around the world, no matter where you stay with us. At the same time, each property is designed to reflect the local culture and heritage. We incorporate local art, cuisine and traditions into our offerings so that our guests can be immersed in the essence of the destination."

What's your approach to talent development in luxury hospitality?

"The key to our success has and always will be our people and culture. We hire for attitude and train for skill, looking for employees who are kind, compassionate and enjoy caring for others. Hard skills can always be trained, but the innate desire to go above and beyond for our guests cannot.

"We also pride ourselves on being an employer of choice, understanding that an exceptional employee experience will reflect the same on the guest experience. From the recruitment process to onboarding, we strive to create an inclusive experience that brings out the best in our employees. A holistic approach ensures our team members are empowered and have the tools they need to thrive in their workplace, allowing them to offer the exceptional service Four Seasons is known for."

How are you adapting to changing luxury travel trends such as bleisure and multi-generational trips?

"At Four Seasons, we are continuously looking at how we can meet and exceed our guests’ expectations and tailor experiences that reflect changing desires. 

"Multi-generational trips are becoming increasingly popular and at Four Seasons we curate activities for all ages, while offering a range of accommodations to best allow for comfort and connection. Our multi-bedroom Private Retreats are available in 30 destinations around the world, with example amenities including private pools with spectacular views and modern fully equipped kitchens to expansive living rooms and dining areas.

"In EMEA, at Four Seasons Resort Sharm El Sheikh in Egypt, children can participate in crafts, cooking classes and treasure hunts while teens have their own social centre, while at Four Seasons Resort Seychelles at Desroches Island, kite-surfing is the latest activity to be added to the variety of island adventures that includes e-biking, stargazing and diving, all complementing a kids’ club and nine miles of beaches to enjoy at complete leisure. We also have kid-friendly menus, early dinner sittings and options for private family dining across our properties. 

"To accommodate an increase in bleisure demand, we have upgraded many of our business amenities and have comfortable functional spaces which are conducive to both work and relaxation. We have also seen these two trends coincide with business travellers being joined by family. Our concierge services can help create a seamless transition from one to the other, taking the pressure off planning and helping to create memorable stays."

What's your vision for Four Seasons in EMEA over the next 5 to ten years?

"Our vision is to be the most aspirational luxury hospitality and residential brand through genuine and unparalleled experiences. As we go forward on our ambitious growth plan, we will continue to ensure guests remain at the forefront and we will deliver an exceptional, consistent service experience by hiring those who are caring and passionate.

"Across all we do we have a people-centric focus. We will continue to anticipate the needs and desires of today and tomorrow’s luxury traveller and thoughtfully grow by opening new hotels, resorts and residences in destinations that matter most to luxury consumers while also introducing new opportunities to experience Four Seasons in unique and immersive ways, such as our Private Jet and upcoming Yacht journeys."