The imminent arrival of the Four Seasons — and the wave of major international hotel brands that would follow — was about to radically transform the city's tourism ecosystem. With them would come a traveler profile virtually unknown until then: experienced, sophisticated, extraordinarily demanding.
Madrid had the most valuable raw material: an incomparable historical heritage, world-class gastronomy and a way of life that few destinations can match. But true luxury is not improvised — nor inherited. It requires training, information, coordination and sophistication. That complex product didn't exist. FORWARD_ was born to create it.
