Raffles & Fairmont Hotels & Resorts CEO Omer Acar discusses major expansion plans including debuts in Tokyo, Lake Como and Mexico, plus why hospitality brands must embrace 'bold individuality' over minimalist trends.

Tell us about the new Raffles openings you have on the horizon (Tokyo, Goa and Lake Como)

"With Raffles, we're committed to expanding with purpose — introducing the brand in destinations that embody our legacy of cultural richness and exceptional service. We want each new opening to add depth and distinctiveness to our global footprint. This year, we were proud to open Raffles Sentosa Singapore and are preparing to welcome Raffles Jeddah. Looking ahead, 2026 will mark our debut in Saudi Arabia's Red Sea, and beyond that, several remarkable properties are in the pipeline.

"In India, we're deepening our presence with Raffles Ranthambore, which will blend ultra-luxury with the romance of wildlife exploration whilst Raffles Goa Shiroda will offer an exceptional resort experience set on more than 27 acres of pristine beachfront. In Europe, we're excited to introduce Raffles Lake Como, marking our entry into Italy with the conversion of the historic Grand Hotel Imperiale. With one of the region's most expansive lakefronts, the hotel will celebrate the artistry and architecture of 1920s Italian glamour. In Asia, Raffles Tokyo will be part of the major redevelopment of the city's iconic World Trade Centre in the Hamamatsuchō district, designed to serve both leisure and business travellers.

"We also have plans for the Raffles Peace Hotel Shanghai, one of the city's most storied landmarks, where we'll reintroduce the property with the glamorous Raffles touch. Finally, we're thrilled that Raffles Estera East Cape, set along one of the most exclusive and untouched beachfronts in Mexico's Los Cabos region, will represent our first resort in North America. Each of these openings is more than a hotel — it's a celebration of place, storytelling, and the enduring magic of hospitality done the Raffles way."

What makes a destination 'Raffles-worthy' in today's competitive hospitality landscape?

"We look for destinations that are rich in heritage, layered with culture, and already carry a compelling narrative. These are the surroundings where the Raffles brand naturally thrives, as it gives us something authentic to build upon. We're not driven by trends. Instead, we focus on the locations we know will resonate most with our guests, as well as those that are a natural fit with our brand ethos. As we grow, it's important that we have the right mix of vibrant urban hotels, exceptional resorts, and also in locations that might be unexpected or up and coming. Our recent expansion into India is a perfect example. Raffles Jaipur, which opened last year, beautifully combines the Raffles spirit of elegance and enchanted glamour with Indian craftsmanship and heritage. It's a true palace retreat, deeply rooted in culture yet crafted for the modern traveller."

With Raffles' headquarters now in New York, how does this shift reflect your vision for the brand's global identity?

"Making New York our global headquarters is a powerful reflection of our ambitions for Raffles as a global brand. New York is one of the world's great epicentres – a dynamic crossroads of commerce, culture, creativity, and innovation. Being here places us alongside some of the most influential names in luxury, challenging us to stay sharp, relevant, and bold in everything that we do. It also signals our commitment to expanding the Raffles footprint in North America – a key focus for future growth – and being here allows us to connect in a meaningful way with partners, talent, and guests, all who are helping to shape the next chapter of our story."

How do you balance heritage and reinvention when evolving a legacy brand like Raffles?

"It starts with a deep respect for the brand's DNA — understanding what has made it beloved over time and identifying the emotional truths that still resonate. From there, we have tried to reinterpret those distinct qualities in a way that feels bold, current, and culturally relevant, versus nostalgic or dated. For example, with our recent 'The Butler Did It' campaign for Raffles, we leaned into our Butler Service — a hallmark of the brand since 1887 — but we focused on modern imagery and storytelling. The campaign was shot in our flagship, Raffles Singapore, which is steeped in history, yet the campaign is anything but traditional – it's fresh, cinematic, and infused with personality. Ultimately, it's about creating a world where heritage and modernity don't compete, but complement and elevate each other."

What does luxury mean in 2025 – is the era of "quiet luxury" still relevant, or are we seeing a return to opulence?

"For me, the definition of luxury has never changed. At its core, luxury is the ability to create desire—to offer an experience or product so unique, so thoughtfully crafted, that it cannot be replicated elsewhere. How that desire is expressed evolves with time and culture, but the essence remains constant: excellence, authenticity, and emotional resonance. Today, luxury still represents uncompromising quality and craftsmanship, but more than ever, people are seeking heritage and narrative. They want to connect with a story and to feel they are part of something meaningful and enduring. Whilst the aesthetic of 'quiet luxury' remains influential, we are seeing a shift — not necessarily toward overt opulence, but toward a more expressive, personal form of luxury. It's less about loud logos and more about bold individuality, deeper storytelling, emotional richness, and a confidence in expressing who you are through the experiences you choose."

Do you think today's luxury travellers want to feel at home or transported? How do you design for both?

"In today's landscape, it's not an either-or — luxury travellers desire both. Our guests want to be immersed in a destination, to feel a true sense of place that reflects the culture and character of where they are. At the same time, they seek the ease, comfort, and familiarity of home, and this balance is where thoughtful design plays a critical role. At Raffles, for example, our guestrooms are intentionally designed to feel residential in nature —more like elegant private apartments than traditional hotel rooms. You'll find distinct entryways as well as clearly defined areas for living, sleeping, and dressing — spaces that feel intuitive and personal. We want to create experiences that are both emotionally transporting and deeply comfortable, where guests can feel grounded yet inspired."

How are consumer expectations shaping the way Raffles defines service, experience, and exclusivity?

"Today, where so many offerings can feel interchangeable, it's service and personalisation that truly set a brand apart. Our guests aren't just looking for comfort, although that matters too, they're looking for meaning, connection, and care. A highly personalised stay doesn't just meet expectations, it's what creates emotional loyalty and makes a guest return time and time again. At Raffles, we believe that magic is found in the unexpected and take pride in anticipating what will delight a guest — even before they realise it themselves. Our teams are the heart and soul of the Raffles experience, and nowhere is this more evident than in our signature Butler Service. Raffles pioneered the concept of hotel butlers with the opening of Raffles Singapore in 1887, and we've been leading the way in intuitive, bespoke service ever since. Our Butler Service is not transactional — it's emotional. It's about building trust, reading subtle cues, and creating an elevated experience that feels both effortless and deeply personal. As guest expectations evolve, our focus remains on delivering service that is quietly powerful, consistently attentive, and always uniquely Raffles."

Your campaign "The Butler Did It" reinterprets a classic luxury archetype. What message were you trying to send?

"From the outset, our goal was to create imagery so distinctive, it could only belong to Raffles — something that captured the soul of the brand in a bold and unmistakable way. We also wanted to drive awareness and shift the perception of Raffles. 'The Butler Did It' celebrates one of our most iconic brand signatures — our legendary Butler Service — but does so through a completely fresh lens: fashion-forward, cinematic, and a little unexpected. We wanted to convey how Raffles, whilst rooted in heritage, offers a modern guest experience full of elegance, wit, and a sense of enchanted glamour. This campaign is also a celebration of how Raffles creates magic at every turn — with Butlers who anticipate needs before guests even ask, delivering the kind of intuitive service that defines the brand. As Raffles continues to grow globally it felt important to reintroduce the brand to the world with a campaign that is as aspirational, playful, and elegant as the experience itself."

What's interesting about the intersection between fashion and hospitality? What trends do you predict?

"Fashion and hospitality are having a bit of a love affair right now—each is trying to court the other! I always say: luxury retail sells the dream, but in hospitality we deliver the dream. For a brand, there's no fuller expression of identity than hospitality as it offers a completely immersive experience, which I think is part of the appeal to fashion brands. This crossover between fashion and hospitality is showing up everywhere — from curated brand collaborations to exclusive retail partnerships and designer-led experiences. Both industries appeal to luxury seekers, tastemakers, and those curating a lifestyle, not just a purchase or a stay. The most exciting trend is this blending of worlds to elevate storytelling, where a stay becomes a statement, and a product becomes a piece of a guest's lived experience. For Raffles, we're intentionally aligning with brands and retail partners that reflect our values — elegance, glamour, artistry, and a refined point of view. Our goal is to position Raffles as a brand that floats effortlessly in that same aspirational space — where fashion and hospitality meet to inspire."

What new guest behaviours or mindsets are influencing how you develop future properties?

"Today's luxury travellers do not want a one-size-fits-all experience — they're seeking something distinctive, personal, and destination driven. A decade ago, a luxury hotel stay might have looked the same no matter where you were in the world: high-thread-count sheets, a white-tablecloth restaurant, and upscale — but often generic — design. Whilst comfort remains paramount, what's changed is the demand for deeper meaning. Guests now expect thoughtful design, culinary storytelling, and experiences that reflect the destination's soul. We believe our hotels shouldn't just show you a destination — they should be part of it. We aim to be woven into the cultural fabric of every place we call home. Raffles' 'Butler Did It' experiences are a great example — hyper-personalised, exclusive offerings that show guests the local culture in a way that is wholly unique to Raffles. We're also seeing growing demand for privacy, space, and flexibility — especially from families and multigenerational travellers. Our all-villa properties, like Raffles Bali, Raffles Al Areen Palace Bahrain, and our newest addition, Raffles Sentosa Singapore, have received incredibly positive feedback for offering that sense of sanctuary and home. Ultimately, we're designing properties that feel less like hotels and more like carefully curated experiences — places of inspiration, culture, and connection that guests want to return to again and again."

What role will sustainability and social impact play in the luxury space - how is Fairmont leading the way?

"Sustainability is no longer optional — it's essential to the future of the hospitality industry. Across both Fairmont and Raffles we take this responsibility seriously. As part of Accor, we are aligned with some of the most ambitious sustainability commitments in the hospitality sector. In an industry defined by competition, sustainability demands collaboration. These are global challenges, and we must work together to find meaningful, lasting solutions. Sustainability must begin before the first stone is even laid for a hotel. Every new project must consider its impact on the local environment, community, and culture — and make sustainable choices from the outset. Guests may not choose a hotel because of its sustainability practices, but they increasingly won't return to one that fails to meet their expectations in this space. We believe in making guests a part of the solution — whether that's through education, low-impact experiences, or opportunities to contribute positively to the ecosystem they're visiting. Hospitality has the power to create connection. When guests feel a meaningful link to a destination, they're more inclined to care for it — and to make more sustainable, thoughtful choices whilst there."

What's in the pipeline for Fairmont?

"We're thrilled to be ushering in a new era for Fairmont with the launch of our global brand campaign, 'Fairmont Presents: Make Special Happen' — our first in four years. The campaign draws on Fairmont's rich legacy as the stage for extraordinary moments in history and culture, from the signing of the UN Charter to iconic social events like Truman Capote's Black and White Ball. It's a cinematic homage to timeless elegance and meaningful gatherings, reimagined for a new generation of discerning travellers. In tandem, we're introducing Special Happens…, a curated series of unforgettable experiences that invite guests to create their own iconic moments — from dinner under the stars in Marrakesh to waterfall yoga by seaplane. These offerings span food, nature, nightlife, and the arts — and we'll continue to expand them throughout 2025."

What innovations – from design to tech to operations – are you most excited about shaping the guest experience in the years ahead?

"Innovation starts with a mindset: don't fear change. When it comes to traditional hospitality, you can have both a respect for tradition and a willingness to evolve. The question we should be asking is: how can we use modern tools to do what we've always done, only better? Technology is a great example as it presents new opportunities to create efficiencies, for both our guests and our teams. Artificial Intelligence, whilst still in the early stages of use in our industry, will open up important possibilities. But I'm adamant that it must enhance, not replace, the human connection. True innovation in hospitality is not about novelty for novelty's sake – it's about using new ideas to bring even more meaning, emotion, and care to the guest experience."

How does your vision for Raffles and Fairmont reflect where global travel is heading next?

"Global travel is shifting — it's less about checking boxes and more about seeking meaning, connection, and joy. Our vision for both Raffles and Fairmont reflects that evolution: thoughtful growth, immersive experiences, and service that creates real emotional resonance. Raffles is leaning into the future by creating intimate, imaginative stays — moments that feel almost dreamlike, where every detail is intentional, and every gesture feels elevated. That's what we mean by elegance and enchanted glamour. Fairmont is focused on amplifying its role as a cultural and social epicentre — properties that reflect the energy of their communities through vibrant design, dynamic dining, and storytelling that celebrates place. Both brands are rooted in history, but we don't see that as a limitation — it's our foundation as we evolve with intention. We're also investing in what truly matters: training, technology, partnerships, and design that allow us to deliver service that is deeply personal and human. And yes — we're going to have fun. The next era of luxury belongs to brands that aren't afraid to stand for something, and that's exactly what we're building with Raffles and Fairmont in ways that feel unique and distinct to each."

How do you predict and plan for the future as a company?

"I believe in what I call the power of three: taking care of our owners, our teams, and our guests. If you're planning with each of these groups in mind — listening, adapting, and staying one step ahead — you're building on solid ground. For our owners, that means delivering long-term value through thoughtful development, brand strength, and operational excellence. For our teams, it's about creating an environment where people feel supported, inspired, and empowered to grow — because passionate people are the heartbeat of exceptional hospitality. And for our guests, it's understanding not just what they want today, but what they'll be looking for tomorrow — anticipating needs, curating experiences, and staying relevant without chasing trends. Future-proofing the business isn't about prediction, it's about preparation. Staying grounded in our values whilst being agile enough to evolve. Ultimately, if we're leading with intention, listening with empathy, and acting with integrity across these three areas, we won't just keep up — we'll set the pace."