Raffles and Fairmont Revolutionize Legacy Luxury for a New Generation of Travelers in Global Markets

Published on July 12, 2025

In a world where consumer expectations are changing and people want more personalized and emotional experiences, two of the most well-known luxury hotel brands, Raffles and Fairmont, are looking to redefine their legacies. These flagship brands of the Accor Group, known for their rich history and luxurious offerings, are undergoing a transformation. They aim not to erase their heritage but to reimagine it for today’s modern traveler.

Claudia Kozma Kaplan, Chief Brand Officer for both brands, is guiding Raffles and Fairmont as they adapt their identities. The goal is to combine the heritage of these historic hotels with contemporary experiences that emphasize meaning, emotional connection, and personalization rather than focusing only on traditional luxury like marble lobbies and gourmet meals. This shift responds to the demands of younger, diverse audiences seeking deeper connections with the places they visit.

A Bold Vision for Raffles: Glamor Meets Innovation
Raffles, a name that represents sophistication and glamour, has a legacy dating back to 1887 in Singapore. It has long been a symbol of luxury, showcasing tropical beauty and excellent service. However, with minimalism and informality becoming the norm in luxury, how can a brand like Raffles maintain its identity?

Kaplan states that Raffles stays true to its glamour by focusing on its strengths instead of following trends. “Raffles embraces glamour without compromise,” she explains. “While many luxury brands lean toward casual, we want to provide something magical that transports guests to another world.”

This commitment to grandeur is clear in Raffles’ new global campaign, “The Butler Did It.” The campaign mixes high-end butler service with cinematic visuals, showcasing the brand’s flair for drama and elegance while adopting a playful, fashion-savvy approach. Kaplan notes that the campaign reflects the brand’s unique combination of high service standards and fun, making luxury feel accessible without losing its impact.

Every Raffles property offers custom experiences that immerse guests in local culture, paired with the brand’s signature butler service. From personalized picnics in Bali’s UNESCO-listed Jatiluwih rice terraces to VIP access at iconic London sites and temple treks in Udaipur, Raffles is enhancing the luxury experience by fostering deeper connections between guests and their destinations.

Fairmont’s Timeless Celebrations: Heritage Meets Vibrant Experiences
While Raffles focuses on glamour, Fairmont embodies celebration and North American heritage. Founded in 1907, Fairmont has been a choice destination for significant life events—from weddings and anniversaries to corporate gatherings and family reunions. Kaplan sees Fairmont’s mission as cultivating joy and vibrancy, where guests can celebrate life’s most important moments in stunning settings.

Fairmont’s new campaign, “Make Special Happen,” taps into this celebratory spirit by showcasing the emotional bonds that attract people to these iconic hotels. Kaplan explains, “It’s about creating memories, whether it’s a wedding in a castle-like resort in Canada or a family reunion in the vibrant heart of Tokyo. Every Fairmont property is designed as a place where people can come together to celebrate life’s milestones.”

The campaign features a diverse group of individuals—from families and fitness lovers to trendsetters—who are united by the joyful atmosphere of Fairmont properties. This inclusivity is reflected in the various experiences at each hotel, showcasing the unique regional character of every location. Whether it’s an adventurous outing or a romantic evening moment, Fairmont ensures that each experience highlights the brand’s dedication to joy and celebration.

A New Chapter for Accor’s Luxury Icons: Global Expansion and Personalization
As Raffles and Fairmont evolve, they are entering new global markets while staying true to their identities. Raffles recently opened a highly anticipated new property in London, joining other notable locations like Singapore’s Sentosa Island and Jaipur. At the same time, Fairmont is gearing up for major openings in Tokyo and other significant cities worldwide.

Despite rapid growth, Kaplan emphasizes that each new property will reflect its brand’s core essence. “We don’t want cookie-cutter hotels,” she says. “It’s crucial that each property shows the culture and spirit of its location. We collaborate closely with designers and owners to make sure the hotel fits naturally into its surroundings while delivering the unique Fairmont or Raffles experience.”

This global growth is supported by integrating new technology to improve the luxury experience. The Accor Group is increasingly using artificial intelligence (AI) to personalize guest services. Kaplan points out the development of a virtual assistant designed to tailor each guest’s journey, emphasizing that while AI will increasingly play a role in luxury hospitality, it will never replace personal interaction. “It’s about making the experience more intuitive, not less personal,” she clarifies.

Embracing Holistic Well-being and the Future of Luxury Hospitality
Looking ahead, both Raffles and Fairmont are prioritizing holistic well-being, understanding that today’s travelers focus more on health and sustainability than ever. Kaplan mentions that wellness now includes more than spa treatments and fitness centers. “It’s about helping people feel good while they travel. Today’s luxury traveler wants to maintain their health and wellness on the road.”

This commitment to wellness influences what both Raffles and Fairmont offer, allowing guests to enjoy healthy dining options, wellness-focused activities, and more mindful travel experiences. In a world where health and sustainability are crucial, these brands are redefining luxury by providing not just accommodations but also sanctuaries where guests can recharge physically and mentally.

The Future of Legacy Luxury: Bold Yet Respectful Reinvention
By carefully balancing heritage and innovation, Raffles and Fairmont are forging a new path for legacy luxury brands. Kaplan envisions a bold reinvention where the brands honor their histories while embracing the industry’s changing landscape. By concentrating on emotional connections, personalization, and cultural relevance, Accor is shaping the future of luxury travel for a new generation.

“We’re constantly questioning ourselves and moving forward,” Kaplan says. “Luxury is about experience now. It’s about how you make people feel.”

As the hospitality landscape evolves, Raffles and Fairmont demonstrate how legacy brands can remain relevant in a constantly changing market. Through thoughtful transformations, they offer not just luxury stays—they create unforgettable experiences that resonate deeply with travelers.

References:

Accor Group, Claudia Kozma Kaplan, Skift, Singapore Tourism Board, Fairmont Hotels and Resorts