For Top Luxury Brands, AI is the Backbone of White-Glove Service
28th April 2023
Consider how technology is used at The Boca Raton, a double five-star (Forbes-rated) Michael Dell-owned property and one of the largest luxury resorts in South Florida to deliver recognition and personalized service. According to President and CEO Daniel Hostettler—who was headhunted by Dell’s partnership (MSD Partners) to take on the daunting task of helming the enormous, 950-room property—recognition must rest on a solid technological backbone, or it’s simply not going to happen at scale.
Hostettler’s property uses facial recognition and opt-in technology on guests’ phones. Soon, The Boca Raton will deploy location-based beacons: as guests approach one of the property’s restaurants, the host will be prompted with the guest’s name and other unique information, including whether they’re a first-time or a returning guest—allowing the host to offer a greeting of either, “Welcome, Mr. Solomon,” or “Welcome back, Mr. Solomon.”
Perhaps this seems like a small thing, but, as Hostettler puts it, luxury needs to be “achingly personal and personable; extraordinary, personalized service is truly our unique selling proposition.”