Major Expansion Plans for Raffles & Fairmont Hotels & Resorts: An Insight from CEO Omer Acar
New Openings on the Horizon
Omer Acar, the CEO of Raffles & Fairmont Hotels & Resorts, is steering the brand towards a significant expansion that reflects its commitment to cultural richness and exceptional service. With new openings planned for Tokyo, Goa, and Lake Como, the brand is strategic about location choices. "With Raffles, we’re committed to expanding with purpose. Each new opening is not just about growth but about enhancing our global footprint meaningfully," Acar affirms.
The recent openings like Raffles Sentosa Singapore showcase the brand’s dedication to quality and experience. Upcoming launches include Raffles Jeddah and Raffles Ranthambore in India, which merges luxury with wildlife exploration. Raffles Goa Shiroda promises a captivating resort experience on pristine beachfront, while Raffles Lake Como marks a significant entry into Italy, reimagining the historic Grand Hotel Imperiale. Additionally, Raffles Tokyo will be part of a redevelopment in the Hamamatsuchō district, showcasing the brand’s adaptability to urban environments.
What Makes a Destination ‘Raffles-Worthy’?
Acar emphasizes that Raffles seeks destinations rich in heritage and culture—places that resonate with depth and authenticity. "We focus on locations that naturally align with our brand ethos," he explains. This selective approach is exemplified in Raffles Jaipur, which combines elegance with Indian craftsmanship. By concentrating on meaningful narratives rather than trends, Raffles aims to create hotels that feel integral to their locations.
The Shift to New York Headquarters
The relocation of Raffles’ global headquarters to New York represents a strategic move to align the brand with a major hub of luxury and innovation. Acar elaborates, "Being in New York positions us alongside influential names in the luxury industry, pushing us to stay relevant and bold." This change reflects a commitment to expanding the brand’s presence in North America, fostering deeper connections with partners and guests alike.
Balancing Heritage and Modernity
Raffles has a long-established legacy that Acar respects while also pushing the brand forward. "It’s about understanding what makes us beloved and reinterpreting those qualities for today’s traveler," he states. Recent campaigns, such as "The Butler Did It," blend Raffles’ luxurious service traditions with contemporary storytelling, maintaining the spirit of the brand while appealing to modern sensibilities.
Defining Luxury in 2025
To Acar, luxury is more than just exclusivity; it’s about creating desire through unique experiences. "At its core, luxury remains about excellence and authenticity," he asserts. While the aesthetic of ‘quiet luxury’ has its place, there’s a shift towards more expressive, personalized forms of luxury. This approach values deeper narratives and emotional connections, encouraging travelers to choose experiences that reflect their individuality.
Designing for Modern Luxury Travelers
Today’s luxury travelers desire both immersion in a destination and the comforts of home. Acar explains, "Our goal is to create spaces that feel residential yet elegant." Raffles designs its guest rooms to resemble private apartments rather than traditional hotel rooms. This blend allows travelers to feel both grounded and inspired during their stay.
Evolving Consumer Expectations
In a world where offerings often feel interchangeable, Acar believes that personalized service sets Raffles apart. "Today’s guests seek connection and care," he notes. The signature Butler Service, a hallmark since Raffles Singapore’s inception in 1887, embodies this philosophy. It’s not merely about meeting needs but building relationships, allowing the service to feel intuitive and personal.
"The Butler Did It" Campaign
The campaign celebrates Raffles’ Butler Service through a modern lens, aiming to shift perceptions about the brand. Acar describes it as a blend of elegance and enchantment, emphasizing how Raffles infuses magic into every guest interaction. The campaign exemplifies the brand’s commitment to infusing tradition with contemporary experiences.
The Intersection of Fashion and Hospitality
Acar highlights a growing synergy between fashion and hospitality, where both industries are evolving together. "Luxury now encompasses not just a product but an experience," he explains. Collaborations and curated experiences are shaping how luxury is perceived, making stays not just places to visit but parts of a broader lifestyle narrative.
Influences on Future Property Development
The needs of luxury travelers are expanded; they seek deeper meaning and connection in their stays. "Our goal is to create hotels that are woven into the cultural fabric of their destinations," Acar states. The emphasis on privacy, especially from multigenerational travelers, informs the development of all-villa properties that provide a sanctuary feel.
Sustainability and Social Impact
Sustainability is a core value for Raffles and Fairmont, viewed not as an option but as a necessity. Acar believes that responsible practices must be embedded from the onset of any project. Guests, he adds, are becoming increasingly aware of sustainability, and the hospitality industry must respond adequately to these expectations.
Future of Fairmont
Acar reveals a transformative phase for Fairmont, highlighted by the global campaign "Fairmont Presents: Make Special Happen." This initiative celebrates the brand’s historic role in hosting significant cultural moments, aiming to create new memorable experiences that resonate with modern travelers.
Innovations in Guest Experience
Innovation in hospitality is not solely about technology; it’s about enhancing emotional connections. Acar sees potential in artificial intelligence to improve guest services, provided it complements, rather than replaces, human relationships. True innovation, he insists, should focus on delivering meaningful experiences.
Vision for the Future of Travel
Acar’s vision for both Raffles and Fairmont reflects a shift in global travel, prioritizing connection and immersive experiences. By intertwining luxury with cultural storytelling and thoughtful design, both brands aim to offer unique, inspiring stays that resonate deeply with guests. As the luxury landscape evolves, so too will the approaches to hospitality, with Raffles and Fairmont at the forefront of this transformation.