Raffles and Fairmont, two of Accor’s flagship luxury brands, are undergoing significant transformations that extend beyond mere marketing strategies. Under the leadership of Claudia Kozma Kaplan, the focus is on preserving the storied legacies of these brands while embracing a new era of storytelling, service, and growth. This shift reflects a broader trend within the hospitality industry, where cultural relevance has become a new currency.
Legacy hotel brands are increasingly reassessing their identities, not to erase their past, but to reframe it for a new generation of travelers. These travelers value meaning, personalization, and emotional connection as much as traditional luxury elements like marble lobbies and Michelin-starred meals. Nowhere is this shift more evident than in the recent reinventions of Raffles and Fairmont, two brands with over a century of history and an ambitious, experience-driven future.
One Vision, Two Icons
Kaplan, the chief brand officer for both Raffles and Fairmont, brings a blend of instinct and discipline to the brand evolution process. With decades of experience in luxury hospitality and fashion, her approach is rooted in understanding the DNA of a brand before deciding how to push it forward. “The most successful brands today are always respectful of their origins,” she explained. “When you look back at Raffles Singapore, we wanted to honor that legacy while also evolving it for the future.”
For Raffles, this meant preserving what Kaplan calls “tropical splendor,” a signature style of gracious service and a distinctly Asian sense of elegance, while expanding the brand into new global territories. A similar approach was taken with Fairmont, albeit through a different cultural lens. “It’s a quintessentially North American brand, full of grandeur and allure,” Kaplan noted. “It was born during the Gold Rush era, and there’s a romanticism in its history that I felt needed to be brought forward.”
Raffles Puts Service in the Spotlight
Raffles has long been synonymous with sophisticated service and enchanted glamour, thanks to its origins in 1887 Singapore. In today’s hospitality landscape, where modern luxury often leans towards minimalism and informality, maintaining a brand identity built on splendor poses a challenge. Kaplan’s answer was to lean in. “Raffles embraces glamour without compromise,” she asserted. “There’s a trend toward casual luxury, but that’s not who we are. We want to inspire people and create a sense of magic.”
This bold positioning is expressed through “The Butler Did It,” Raffles’ new global campaign that combines the brand’s signature butler service with cinematic visuals and a playful tone. “We wanted to show that while we’re about personalized, fabulous service, we also don’t take ourselves too seriously,” Kaplan said. “It’s clever, it’s fun, it’s fashion-forward.”
“We didn’t want the infinity pool or the champagne-on-the-beach clichés. We wanted something bold and different.” — Claudia Kozma Kaplan
The campaign’s spirit carries over into guest experiences, including signature butler-curated moments designed to reflect both place and personality. From a picnic among the UNESCO-listed Jatiluwih rice terraces in Bali to VIP landmark access in London, each Raffles experience is tailored by a butler to reflect the spirit of its destination.
Fairmont Channels Celebration
In contrast, Fairmont taps into a different emotional register. Founded in 1907 and rooted in North American history, the brand has served as a social epicenter for over a century. Kaplan saw an opportunity to reinforce this heritage while aligning it with contemporary values. “Fairmont has a grandeur and vibrancy that’s very different from Raffles,” she said. “It’s dynamic, rooted in celebration. These are places where momentous occasions happen — big weddings, anniversaries, milestone events.”
This energy animates the brand’s new campaign, “Make Special Happen,” a global positioning effort grounded in emotional connection and celebration. “We launched it at the Fairmont Royal York in Toronto as a way to bridge the past, present, and future,” Kaplan explained. 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.
“It’s not just about luxury, it’s about joy, about marking life’s moments both big and small.” — Claudia Kozma Kaplan
Experiences tied to the campaign include “Make Special Happen After Dark,” “Make Special Happen in the Wild,” and other on-property activations that reflect Fairmont’s regional personality. “We have such a diverse portfolio,” Kaplan said. “Everything from castle-like resorts in Canada to sleek, contemporary hotels in Tokyo. The thread is that they are all celebratory gathering places.”
What Comes Next for Accor’s Luxury Icons
Both brands are expanding into new global markets while staying grounded in their refined identities. Raffles recently opened its much-anticipated London property, in addition to Singapore’s Sentosa Island and Jaipur, while Fairmont prepares for launches in Tokyo and other key cities. For Kaplan, maintaining consistency through growth doesn’t require uniformity.
“We don’t want cookie-cutter hotels,” she emphasized. “We work very closely with owners and designers to make sure each property reflects local culture while staying true to the brand. That’s the challenge, but also the opportunity.”
Technology is also playing a growing role in delivering luxury experiences. Accor is embracing AI not to replace service, but to enhance it. “We’ve developed a virtual assistant that will help personalize the guest journey,” Kaplan said. “It’s not about removing the human touch. It’s about making it more intuitive.”
Looking ahead, both brands are also leaning into well-being in a more holistic sense. “Fairmont is thinking about well-being not just in terms of spa treatments or fitness, but helping people feel good while traveling,” Kaplan said. “People used to say, ‘I’ll eat whatever, I’m on vacation.’ Now they want to stay healthy and feel their best even on the road.”
In Kaplan’s hands, the reinvention of Raffles and Fairmont feels both bold and respectful, instinctive and strategic. By tapping into heritage without being trapped by it, and by elevating emotional resonance over formulaic luxury, Accor is crafting a modern blueprint for what legacy hospitality can become.
“We’re constantly questioning ourselves and pushing forward. Luxury is about experience now. It’s about how you make people feel.” — Claudia Kozma Kaplan
Explore Raffles and Fairmont for more information.
