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Heritage brands have been forced to reassess themselves because cultural relevance is now a currency for hospitality. In the luxury hotel sector, heritage brands are undergoing a strategic transformation, not in order to erase what they have done, but rather to reinvent it to appeal to a younger generation of travelers, who place heightened importance 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 said that both brands’ chief brand officer, Claudia Kozma Kaplan stated: “We cannot be everything to all people.” “Raffles has a glamorous, unapologetic style. 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. She has decades of expertise in luxury fashion and hospitality. Her approach is rooted on understanding the brand DNA before deciding how it can be pushed forward.
She said that the most successful brands of today always respect their roots. 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 applied a similar method to Fairmont. However, she did so through a slightly different cultural lens. She described it as a brand that is quintessentially North American, full of grandeur. “It was founded during the Gold Rush period, and its history is romantic. I felt it needed to be brought out.”
Both brands have their own unique paths to follow, but the process is guided a single vision that allows for different expressions, while maintaining clarity in the luxury division.
Raffles Highlights Service
Raffles, which originated in Singapore in 1887, has been associated with sophisticated service and enchanting glamour. 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. She said that Raffles embraces the glamour of life without compromising. “There’s an increasing trend for casual luxury. But that’s not us.” There are many other brands who do this very well. “We want to inspire and create magic.”
This bold position is expressed in “The Butler Did ItRaffles has launched a new global campaign that combines its signature butler service, cinematic visuals, and a playful tonality. Kaplan stated that the campaign was meant to show how Raffles is about providing a fabulous, personalized service but we don’t take it too seriously. “It’s clever, it’s fun, it’s fashion-forward.”
The campaign highlights the brand’s theatrical flair, while focusing on destination-specific storytelling. 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 something bold and unique.”
The spirit of this campaign has been carried through to the guest experience, which includes signature butler curated moments that reflect both place as well as personality. Raffles offers a variety of experiences, including a picnic in the UNESCO listed Jatiluwih terraces on Bali, VIP landmark access in London and Udaipur temple treks, as well as exclusive museum visits in Doha. Each experience is customized by a Raffles Butler to reflect its destination.
Fairmont Channels Celebration
Fairmont, on the other hand, appeals to a completely different emotional register. Since its founding in 1907, and with roots in North American culture, Fairmont has been an epicenter of social life for more than 100 years. Kaplan recognized an opportunity to enhance this heritage, while aligning it with current values.
She said, “Fairmont is a very different place from Raffles in terms of grandeur and vibrancy.” It’s dynamic and rooted in celebration. These are places where momentous occasions happen — big weddings, anniversaries, milestone events.”
This new campaign is a reflection of that energy.Make Special Happen“, a global positioning initiative based on emotional connection and celebration. Kaplan stated that they launched the program at the Fairmont Royal York Hotel in Toronto to connect the past, present and future. The idea originated within the company. 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 stated that the campaign is not only about luxury but also about celebrating life’s small and big moments.
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 opened its London property recently, along with Singapore’s Sensa Island, Jaipur and Singapore, while Fairmont is preparing to launch in Tokyo and other major 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 designers and owners to ensure that each property reflects the local culture, while remaining true to the brand. It’s a challenge but it is also an opportunity.
In addition to technology, it is becoming more important in providing luxury experiences. Accor does not embrace AI to replace customer service but rather to enhance it. Kaplan explained that “we’ve created a virtual assistant to help personalize guest experiences.” “It is not about eliminating 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 explained that Fairmont’s focus on well-being extends beyond spa treatments and fitness to include helping travelers feel good when they travel. “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 feels instinctive, strategic and both respectful and bold. 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 now 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 branded content Studio, SkiftX.
