Nine years after the opening of the flagship hotel in Toronto, the Four Seasons took its business international. Catching on to the jet-set trend of the 1970s, Isadore Sharp looked to capitalize on the emerging market. Isadore wanted to serve the modern international traveler seeking “a personal, down-to-earth hotel. Not for dukes or duchesses, but for people who want to be treated that way, and are put off by the stuffy formality of traditional grand hotels". Mr. Sharp's ability to enrapture this new, modern luxury consumer catapulted the Four Seasons hotel into international recognition.