In a world grown increasingly unwilling to provide travellers with care, comfort or even a touch of coddling, the Four Seasons hotel chain remains an exception, which is exactly what founder Isadore Sharp had in mind when he founded the group in 1960.

The first Four Seasons hotel opened in 1961 on Jarvis Street in Toronto, in an area not quite tenderloin, but certainly close. But the hotel's concept (an unassuming exterior, open-air lobby with gardens and pools, and the services of a world class hotel) made it an instant success. Being situated across from CBC studios helped, since visiting show business stars lodged there, and often interviewed at pool side for television audiences. They spread the word about the hotel and today the 21 establishments in Canada, the US and England that make up the chain register such names as Tina Turner, Bob Hope, Michael Jackson, Elizabeth Taylor and tennis star Martina Navratilova (she loved the special bathrobes Four Seasons made for her dogs).

The hotels are grand, in the sense that they offer serenity, elegance, genuine antique furnishings, Royal Doulton china and gorgeous fresh flowers everywhere. Some $65,000 a year of Thai orchids, birds of paradise and other exotica grace the Toronto Four Seasons alone, and its lobby is reminiscent of an ambassadorial residence. Of course, these things are only things, to be bought and paid for. The real difference between the Four Seasons hotels and their competitors lies in the unusually relaxed, pleasant attitude of its employees. The chain's annual turnover rate is less than half the industry average, and an independent, confidential survey found that more than 90 per cent of the employees said they were "proud to work for the company and feel a responsibility to help it be successful".
 

1. Isadore Sharp, Chairman and President. 2. Why so many gracious extra touches? Because we've been expecting you.

The ratio of employees per room is about twice the industry norm, and it shows. Rooms are spruced up during the day, beds are turned down at night, and every hotel has a concierge; there's 24 hour room service, lush terrycloth bathrobes and hair dryers, complimentary overnight shoe shine and purportedly the softest toilet paper in the world. All this has given the Four Seasons hotels top tributes from Mobil Travel Guide, AAA Five Diamond Award, and Travel/Holiday Awards. Five of the Four Seasons hotels are on the Institutional Investor's prestigious list of "The World's Best Hotels", four of them in the top seven regional "Americas" selection.

Luxury is defined by Webster's dictionary as "the use and enjoyment of the best and most costly things that offer the most physical comfort and satisfaction". At the Four Seasons hotels this is not manifested in a snobbish way. Luxury throughout the chain is as understated, and as comfortable, as a cashmere sweater. The likes and dislikes of frequent guests are noted; special menus are offered that are health conscious without losing any of their taste appeal, and state-of-the-art fitness clubs are found on most of the properties.

The Four Seasons Hotels has created a unique market niche for itself within the hotel industry by specializing. It operates only medium-size hotels (average 340 rooms) of exceptional quality, with remarkable service. Born in Canada, growing up around the world, the Four Seasons Hotels are something to write home about.