As technology advances there are more and more opportunities for organisations to enter markets, reposition themselves or respond to competitors. In reading a post about the impact of Airbnb they quote the Four Seasons Executive Vice President Christopher Norton who stated that customers now expect;
“a level of service that is different, more sophisticated, detailed, and skillful.” (full text)
It would seem that the Four Season are looking to provide a customer experience and have identified that the success of a key experience is the planning and design of the experience as well as the delivery. It is the subtle nature of all these aspects which make the creation of an experience much harder than simply using the word experience in a marketing campaign.