The Four Seasons brand is known for its consistency of service regardless of location. However, there was one instance where their well-regarded training program clashed with the local culture to such an extent that the company had to pull out of a property. This occurred at the Four Seasons Resort Exuma at Emerald Bay, located on the Bahamas’ Great Exuma island. Despite the brand’s efforts, they struggled for four years before ultimately closing in 2007. The inability to align with the standards of the local population became a significant issue. The property was later sold to Sandals in 2009, which did not experience the same culture clash due to its already established presence in the Caribbean. While the Sandals Emerald Bay has generally positive reviews today, this experience shed light on the importance of cultural adaptation in the hospitality industry.
Diego Angarita, a 22-year veteran of Four Seasons, had the opportunity to witness the challenges faced at the Four Seasons in Exuma. In 2016, he was appointed as the general manager tasked with converting the Viceroy Anguilla into a Four Seasons. Reflecting on the mistakes made in Exuma, Angarita realized the need to better understand the local culture and listen to staff feedback. He acknowledged his own errors and took responsibility for the unsuccessful attempt to impose the Four Seasons brand on the staff. His approach in Anguilla was different.
Preserving Authenticity: Embracing the Local Culture
While Exuma had only one luxury property, Anguilla had long been home to some of the finest luxury resorts in the Caribbean. Angarita recognized that the local population had a well-established tradition of hospitality. To create a successful environment, he encouraged the staff to be themselves, acknowledging the genuine part of their hospitality. This meant deviating from some of the brand guidelines to blend in with the local culture and meet guest expectations. One significant change was allowing the staff to use their nicknames on their name tags instead of their formal names. He also relieved the staff from rigid formalities, such as addressing guests by their surnames and ending every interaction with, “What else can I do for you?”
Angarita understood that while a staff-guest fist bump might be inappropriate at a luxury hotel in Paris, it was perfectly acceptable on the relaxed island of Anguilla. By embracing more local culture, he found that guests were able to adjust to the resort environment more quickly. This adaptability fostered guest satisfaction, resulting in higher scores. Additionally, Angarita’s approach shifted the focus of guest interactions from himself to the staff, recognizing that guests in the Caribbean often prefer to engage with the local team.
Angarita recognized that while potential hires in Anguilla may have luxury service experience, what he valued most was their authenticity and willingness to learn. He emphasized the teachability of skills such as making cocktails but highlighted the importance of genuine hospitality, which cannot be easily taught. A smile, for example, can make a significant impact on a guest’s experience.
Looking ahead, the property plans to invest in renovations and expansions, including a spa and improvements to all food and beverage outlets and guestrooms. However, Angarita understands that these physical enhancements are ultimately meaningless without staff satisfaction. He internalizes Four Seasons founder Izzy Sharp’s belief that taking care of employees leads to them taking care of guests. This shift in perspective has allowed Angarita to view the past experiences in a new light.
The Four Seasons’ experience at the Resort Exuma at Emerald Bay serves as a valuable lesson for the entire hospitality industry. It highlights the importance of cultural adaptation and understanding local traditions in delivering exceptional service. The ability to embrace and respect the local culture, while maintaining brand standards, is crucial for success in any location. As the industry continues to expand globally, attentive cultural adaptation will remain a critical factor in establishing and maintaining a strong reputation in the hospitality sector.
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