Faculty & Research
The Power of Personal Service
By: Barbara Talbott Ph.D., Executive Vice President, Marketing, Four Seasons Hotels and Resorts
Executive Summary: The innovative definition of luxury developed over the past 45 years by Four Seasons Hotels and Resorts is based on service excellence, melded with top-notch facilities and operations. Four Seasons began by focusing on what was then a small segment of the market - the affluent frequent traveler - and in the process, built a global luxury brand. As the experience of Four Seasons demonstrates, personal service can be a source of superior profitability, reputation and growth. Four Seasons success depends on choosing employees who provide service that is genuine and innovative, on developing standards that are both meaningful and flexible, and on maintaining a culture that makes delivery of both possible.
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- The Power of Personal Service By: Barbara Talbott Ph.D., Executive Vice President, Marketing, Four Seasons Hotels and Resorts
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About Barbara Talbott Ph.D., Executive Vice President, Marketing, Four Seasons Hotels and Resorts
As a lifelong traveler and career marketer, Barbara Talbott is always thinking about what motivates consumers, particularly those who are interested in travel at its best. "Consumer knowledge and expectations have never been higher," observes Barbara. "Simply building a beautiful hotel will not guarantee leadership and certainly will not instill loyalty. Today, it's even more about the less tangible aspects of travel - the experience of being there, fulfillment of personal needs and wants, and most of all, the service."
Bringing these ideas to life in a wide variety of media and geographies is Barbara's role as leader of the global marketing team for Four Seasons Hotels and Resorts. In this capacity, she ensures that the deeply instilled service values of Four Seasons are reflected in every representation of the brand, from advertising to the web site, from sales to public relations.
With 74 hotels in 31 countries, and more than 31 properties under development, it's a role that continues to expand in scope. When Barbara joined Four Seasons in 1989, the company managed just 20 properties, mostly in North America, and primarily in urban business destinations.
Barbara began her career with the management consulting firm of McKinsey & Company, where she focused on strategy and marketing for service businesses. She later served as Vice President, Marketing for the luxury cruise company Royal Viking.
Barbara holds a PhD from the University of Wisconsin and currently serves on the board of Cornell University's Center for Hospitality Research. She is the author of The Power of Personal Service, published by the Center. In January 2007, she was awarded the Albert E. Koehl Award from Hospitality Sales and Marketing Association International (HSMAI) for excellence in marketing and advertising. She is also a board member of the board of the leading women's organization, The Committee of 200. A native of Pennsylvania, Barbara and her husband John Riley reside in Toronto.