The Vision for Luxury Hospitality from the CEO of AccorHotels’ Raffles and Fairmont Brands

The birthplace of the British Secret Service, the iconic site of John Lennon and Yoko Ono’s 'bed-in for peace' in Montreal, and the New York City hotel that hosted Truman Capote’s legendary Black and White Ball—all of these stories are woven into the Raffles and Fairmont hotel brands. As they embrace the future, these brands are positioning themselves as leaders in luxury hospitality.

At the helm is Omer Acar, the New York City–based CEO of AccorHotels’ Raffles and Fairmont luxury hotel brands. Last fall, under his leadership, the Raffles London at the OWO made its highly anticipated debut, which Acar describes as a once-in-a-lifetime opportunity. This historic hotel occupies the Old War Offices of Winston Churchill, where the British Secret Service was founded. Acar also oversaw the opening of Raffles’ first North American property, Raffles Boston, while steering Fairmont Hotels & Resorts into an exciting new chapter, with a growing global portfolio (check out Dinogo’s recent review of Cape Town’s iconic Cape Grace hotel, now a Fairmont property after its major renovation and rebranding in May 2024). The momentum is just beginning, with exciting projects this year including Fairmont Breakers Long Beach and Raffles Jaipur.

Dinogo spoke with Acar during his travels to learn more about how Raffles and Fairmont are evolving into powerful global luxury brands, and to hear his thoughts on what luxury hospitality will look like in the future.

This interview has been condensed for brevity and clarity.

Where are you currently, and what’s your next destination?

Right now, I'm in Vancouver, touring several of our West Coast Fairmont properties. My next stop will be Doha, where I’ll visit our Raffles and Fairmont hotels. Together, these hotels form the architecturally impressive Katara Towers, designed to resemble a scimitar sword, inspired by the nation’s emblem. This stunning structure has transformed the skyline of the city. I always look forward to returning to Doha, especially after spending considerable time there in my former role with Katara Hospitality.

What key elements contribute to a genuinely luxurious hospitality experience?

Today, when you stay at a high-end hotel, you can expect features like stunning design, exquisite dining, and spacious bathrooms—ideally with excellent water pressure in the shower. However, the true distinction now lies in the culture of service and the talent within the hotel. For instance, Raffles was a pioneer of butler service with the opening of Raffles Singapore in 1887, and we’ve been at the forefront of providing intuitive care ever since. Our butler service transcends transactional interactions; it’s rooted in emotional connection. We aim to strengthen this aspect as a core element of the Raffles brand and focus on nurturing the right talent to provide this personalized service, as our team is what truly makes a hotel unforgettable.

Our team is the key to Fairmont Gold, the brand's exclusive hotel-within-a-hotel experience [offered at 15 locations in Canada]. The private lounge adapts from a boardroom setting to a cozy living room based on your travel needs. The dedicated staff provides highly personalized service, from remembering a guest's favorite breakfast tea and precise brewing time to surprising children with a stack of board games without any prompts.

For me, true luxury is measured not by the smooth moments, but by how an unfortunate situation can be transformed into a delightful experience. When an airline misplaces your luggage and our butlers provide you with a stunning suit for your important meeting, or when bad weather spoils a beach day and the hotel organizes a unique cultural excursion instead—that's when I know I’m truly experiencing the essence of luxury.

AccorHotels CEO Sébastien Bazin has discussed how brands are shaping guest experiences beyond the traditional hotel settings. How is this vision being realized at Raffles and Fairmont?

Today's travelers seek unique experiences. While they love sharing photos of themselves on the Grand Staircase at Raffles London at The OWO or next to the iconic tea towers at Palm Court in The Plaza, A Fairmont Managed Hotel, they also crave authentic adventures that can't be found at other accommodations.

For both Raffles and Fairmont, we are crafting experiences that reflect the unique essence of each destination. Guests choose Raffles for its profound connection to the arts and culture. For instance, Raffles Istanbul features an incredible package called the Three Faces of Istanbul, designed to immerse visitors in the city's rich artistic and cultural offerings away from the usual tourist spots.

Travelers often select Fairmont for the breathtaking landscapes surrounding our hotels, and we ensure they can engage with these natural wonders in extraordinary ways. For example, Fairmont Banff Springs employs a certified forest therapy guide who leads guests on exclusive forest bathing sessions, fostering meaningful and restorative connections with nature. At Fairmont Mayakoba, guests can even enjoy a mesmerizing symphony performed deep within a cenote-turned-concert hall.

Can you share your thoughts on the expansion of Raffles? How did it transition from a singular iconic hotel in Singapore into a worldwide luxury brand?

Raffles stands as one of the most prestigious names in hospitality, with Raffles Singapore being undeniably one of the globe's most renowned hotels. When I joined Raffles in March 2023, I identified four key opportunities: enhancing global visibility, fostering seamless connections among our hotels, expanding our portfolio in select destinations, and continuing to nurture our talented staff to achieve these objectives.

Within just one year, we have developed a more robust global brand team structure. We've launched properties in London, Boston, Doha, and Bahrain, with openings planned this year in Jaipur, Sentosa, and Jeddah. New York has been designated as the global headquarters for Raffles, and we are about to unveil a new brand campaign alongside our updated positioning. This is just the beginning for us.

How would you characterize the Raffles traveler? What type of guest aligns well with Raffles, and who might not find it suitable?

Raffles caters to travelers who seek inspiration and desire highly personalized, authentic experiences. Our guests cherish exploration without compromising on luxury. They embody a sense of timeless elegance while embracing a modern and innovative outlook, making them cultural trailblazers. Comfortable in any setting, including glamorous ones, a stay at Raffles offers a complete experience; we’re not for those merely looking for a place to drop their bags. Each of our hotels provides a unique, distinct stay, so if you prefer a uniform experience whether in Boston or Bahrain, Raffles is not the right choice for you.

Fairmont is undergoing a transformation. What’s next for this luxury hotel brand?

Fairmont is a venue where pivotal moments in history unfold: from the signing of the United Nations Charter in San Francisco to John Lennon and Yoko Ono’s iconic “bed-in for peace” in Montreal, and Truman Capote’s celebrated Black and White Ball in New York City. This significant historical and cultural role brings both great opportunities and considerable responsibilities. Advancing Fairmont requires a thoughtful balance between honoring the past, engaging with the present, and envisioning the future.

Properties like Fairmont Doha exemplify this evolution. As a new addition to a portfolio filled with historic landmarks, Fairmont Doha boasts an impressive design that reshapes the city’s skyline. With a stunning lobby featuring the world’s tallest chandelier, innovative luxury amenities like Pillar Wellbeing, and thoughtful details throughout, it embodies the essence of what Fairmont represents and sets the standard for its global properties. Heritage hotels such as The Plaza in New York and The Savoy in London seamlessly coexist with modern masterpieces like Fairmont Pacific Rim in Vancouver, demonstrating that the core of the brand lies in the experiences we offer and our dedicated people, which we will continue to enhance.

As we move into 2024, we aim to reinforce Fairmont's distinct role in the luxury travel landscape. We’ll continue to embrace our wonderful community of loyal guests around the globe while attracting new travelers through fresh campaigns, strategic partnerships, and brand ambassadors. Our expansion will be thoughtful and intentional, introducing Fairmont to exciting new destinations worldwide, with eagerly awaited openings including Cape Grace, A Fairmont Managed Hotel; Fairmont La Hacienda, Costa del Sol, Spain; Fairmont Breakers Long Beach, California; and Fairmont Golden Prague.

What insights did you gain about hospitality from your leadership roles at Ritz Paris and as regional managing director for Katara Hospitality (which owns the Plaza Hotel in New York and the Peninsula Paris)?

The key lesson I’ve learned is the importance of investing in your teams and talent as a leader in hospitality. Our hotel staff are the core of the guest experience. They represent the brand to our guests and are responsible for bringing it to life every moment of the day. I firmly believe in empowering and motivating our teams; if they are happy and inspired, that enthusiasm will resonate with our guests.

My experience as a general manager allowed me to understand every facet of the hospitality industry; it's truly the best education for anyone in this field. Transitioning to Katara Hospitality gave me the opportunity to manage assets from an ownership, development, and investment perspective. This comprehensive view of the hospitality business has shaped my career. At heart, I will always be a hotelier, and nothing brings me more joy than hearing about a remarkable experience a guest enjoyed at one of our hotels.

I’d love to understand your perspective as a traveler. What’s one travel annoyance or pet peeve that you wish could be addressed?

I wish for seamless air travel without any waiting! The amount of time wasted during airport experiences and flying is astonishing. While many consider time to be the ultimate luxury, I believe it’s about how that time is spent that truly matters.

What do you anticipate will be the next major trend in travel?

Travel experiences that are fully immersive. Luxury brands in hospitality will strive to accompany guests throughout their entire journey, from the moment they leave their home until they return after their stay.