Creating luxury for a guest or consumer requires the brand to be authentic, but not fake, to create an emotional response, but not to intrude on the consumer’s privacy. Balancing these lines can be difficult, but with the right information and interest, the consumer can have a life changing experience that will deepen their alliance to the brand. “Authenticity is one of those soft, subjective qualities you sort of know it when you see it,” said J. Allen Smith, president and CEO of Four Seasons Hotels and Resorts. “There is a genuineness to it that can’t be prescribed. “One of the qualities that we look for in people who work for us is emotional intelligence. You can’t prescribe everything, you can’t do everything by a script,” he said. “Our consumer, our guest is incredibly discriminating, they can discern a fake, whether it is a luxury good or the way someone enables them. Cultivating that sense becomes really important. Get the full story at Luxury Daily