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Heritage brands are reassessing their identities in light of the new currency that is cultural relevance. In the luxury hotel sector, heritage brands are undergoing transformations to adapt to the new generation of travelers, who place a high value on meaning, emotional connection, and personalization.
Nowhere is this shift more evident than in the recent reinventions of Raffles and Fairmont, two storied brands with more than a century of history behind them — and an ambitious, experience-driven future ahead.
Claudia Kozma Kaplan is the chief brand officer of both brands. She said, “We can’t be everything to everyone.” “Raffles’ is unapologetically glamourous. Fairmont has a strong connection to American heritage. “Both must be clear about what they are and what they’re NOT.”
One Vision, two Icons
Kaplan brings instinct and discipline to brand evolution. Her approach, rooted in decades of experience working in luxury hospitality and in fashion, is to understand the DNA of a company before deciding on how to move it forward.
“The most successful companies today respect their origins,” said she. Raffles Singapore is a legacy that we want to honour while evolving it into the future.
For Raffles, that meant preserving what Kaplan calls “tropical splendor,” a signature style of gracious service, and a distinctly Asian sense of elegance — all while pushing the brand into new global territory.
She used a similar strategy with Fairmont but through a culturally different lens. She said that the brand is a quintessential North American one, with all its grandeur and charm. It was created during the Gold Rush, and I felt that its romanticism needed to be highlighted.
Although both brands follow their own paths, they are guided by the same creative vision. This allows them to express themselves in different ways while still maintaining clarity within the luxury division.
Raffles puts service in the spotlight
Raffles is synonymous with sophisticated service, enchanted glitz and glamour. Its origins date back to 1887 in Singapore. How can you keep a brand that is based on elegance and splendor in the modern hospitality landscape?
Kaplan’s solution was to lean into it. “Raffles embraces glamorous without compromise,” said she. “There is a trend towards casual luxury but that’s just not us.” There are many other brands who do this very well. We want people to be inspired and feel a sense magic.
This bold position is expressed by “The Butler Did ItRaffles’ new global campaign combines cinematic visuals with a playful tone and the brand’s signature butler services. Kaplan explained that they wanted to demonstrate how we take ourselves seriously, but also provide a personalized service. “It’s clever, it’s fun, it’s fashion-forward.”
The campaign highlights the brand’s theatrical flair and focuses on storytelling specific to a destination. Kaplan said that the campaign is visually appealing in a way which disrupts traditional hotel advertising. “We didn’t want the infinity pool or the champagne-on-the-beach clichés. We wanted to do something different and bold.
The spirit of the campaign is carried over to guest experiences. These include signature butler-curated moment designed to reflect place and personality. Raffles experiences are tailored by a Raffles butler, from a picnic on the UNESCO-listed Jatiluwih Rice Terraces in Bali, to VIP access to landmarks in London, a trek through a temple in Udaipur and museum visits exclusive to Doha.
Fairmont Channels Celebration
Fairmont taps into an entirely different emotional register. The brand, founded in 1907 in North American history and deeply rooted in it, has been a social epicenter in the region for more than a century. Kaplan recognized an opportunity to enhance this heritage, while aligning it to contemporary values.
She stated that “Fairmont’s grandeur, vibrancy and ambiance is very different than Raffles.” “It is dynamic, and it’s rooted in celebrating.” These are places where momentous occasions happen — big weddings, anniversaries, milestone events.”
The new campaign for the brand, “That energy”Make Special Happen” is a global position effort based on emotional connections and celebration. Kaplan explained that the Fairmont Royal York, Toronto, was the venue for the launch. It served as a bridge between the past, the present and the future. The idea was born within the organization. The internal rallying cry became an external message.
The campaign features cinematic storytelling that showcases a diverse cast of characters — from families to fitness enthusiasts to socialites — all brought together by the celebratory spirit of Fairmont hotels. Kaplan explained that it was not about luxury alone, but about celebrating the small and large moments of life.
The campaign includes “Make Special Happen After Dark,” Make Special Happen in the Wild,” as well as other activations on the property that reflect Fairmont’s regional personality. Kaplan noted that Fairmont has a wide range of properties. Kaplan said that the portfolio was diverse, ranging from castle-like resorts to contemporary hotels in Tokyo. “The common thread is that all of these places are celebratory gathering spots.”
What is next for the luxury icons of Accor?
Both brands continue to expand into new markets, while maintaining their distinct identities. Raffles has opened its London hotel, as well as Singapore’s Sensa island and Jaipur. Fairmont is gearing up for launches in Tokyo, among other cities. Kaplan says that to maintain consistency and growth, uniformity is not necessary.
She said, “We don’t like cookie-cutter hotels.” We work closely with the owners and designers of each property to ensure it reflects local culture without compromising brand identity. It’s a challenge but it is also an opportunity.
The technology is playing an increasingly important role in the delivery of luxury experiences. Accor embraces AI to enhance service rather than replace it. Kaplan explained that “we’ve created a virtual assistant to help personalize guest experiences.” It’s not about taking away the human touch. It’s all about making it intuitive.”
Both brands will also be focusing on well-being, but in a holistic way. Kaplan stated that Fairmont was not only thinking of well-being in terms spa treatments or fitness but also helping people to feel good on vacation. “People used to say, ‘I’ll eat whatever, I’m on vacation.’ They want to feel good and stay healthy even when they are on the road.
Kaplan’s reinvention of Raffles & Fairmont is both instinctive & strategic, and feels bold & respectful. Accor has created a modern blueprint of legacy hospitality by embracing heritage without becoming trapped in it and elevating emotional resonance above formulaic luxury.
Kaplan stated, “We are constantly pushing ourselves forward and questioning our own actions.” Luxury is all about experience. It’s how you make them feel.
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This content has been created by a collaborative effort. Accor Group Skift’s brand content studio. SkiftX.
