Fairmont Group Brands - Swissôtel, Fairmont, Raffles


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leader in the global hospitality industry, Fairmont Hotels & Resorts is a celebrated collection of 59 distinctive hotels, which includes iconic landmarks like The Fairmont San Francisco, Fairmont The Norfolk, Nairobi and Canada’s Fairmont Banff Springs and more than 20 new properties in development, including London’s The Savoy and the Fairmont Peace Hotel in Shanghai re-opening 2010 following extensive restoration programs. Fairmont hotels are one-of-a-kind properties where sophisticated travelers can discover culturally rich experiences that are authentic to the destination. Situated in some of the most exclusive and pristine areas in the world, Fairmont is committed to responsible tourism and is an industry leader in sustainable hotel management with its award-winning Green Partnership program.

A leader in the global hospitality industry, Fairmont Hotels & Resorts is a celebrated collection of 59 distinctive hotels, which includes iconic landmarks like The Fairmont San Francisco, Fairmont The Norfolk, Nairobi and Canada’s Fairmont Banff Springs and more than 20 new properties in development, including London’s The Savoy and the Fairmont Peace Hotel in Shanghai re-opening 2010 following extensive restoration programs. Fairmont hotels are one-of-a-kind properties where sophisticated travelers can discover culturally rich experiences that are authentic to the destination. Situated in some of the most exclusive and pristine areas in the world.

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Fairmont Group Brands - Swissôtel, Fairmont, Raffles

  1. 1. a guide for global sellersUnderstanding our brands
  2. 2. Three distinct brandsThree distinct brands, Fairmont, Raffles and Swissôtel, have combinedto provide the world’s finest accommodations for discerning travellers —giving your customers easier access to more destinations. This documentoutlines and clarifies our three brands, enabling you to better serve yourcustomers’ needs.The word “brand” means different things to different people. In thecontext of this document, brands are what is known about our companieson the basis of name alone. Each brand describes the common culturethat we seek to create with our audience—where reputation and customerexperience meet. It encompasses style, tone, market position, attributesand customer promise.Elegant accommodations and impeccable service in the world’s finestdestinations are elements that all of our brands share. However, our threebrands also maintain their identities and traditions: Fairmont as a landmarkpresence integrated into its community; Raffles as sophisticated luxurywith residential charm; and Swissôtel as personalized efficient service withina contemporary ambience.
  3. 3. Our history 1885 1888 1980 1991 2000 2006 Hamilton Princess (Princess Banff Springs Hotel Swissôtel begins operations. Restored Raffles Hotel reopens CP Hotels merges with Fairmont joins Raffles Hotels) opens in Bermuda. (CP Hotels) opens in Canada. in Singapore. Fairmont Hotels. and Swissôtel. 1887 1907 1989 1998 2001 Raffles Hotel (named after The Fairmont San Francisco opens. Raffles Hotels & CP Hotels merges with Raffles merges with Swissôtel. Sir Stamford Raffles, the founder Resorts forms. Princess Hotels. of modern Singapore) opens in Singapore.Fairmont Raffles Hotels International was formed in 2006 and comprises Fittingly, given its modern approach, Swissôtel began operations nearly athree brands, Fairmont, Raffles and Swissôtel. century later, opening in 1980 as a partnership between SwissAir and Nestlé. After 20 years of operation, Swissôtel merged with Raffles, followed inBoth the Fairmont and Raffles brands have roots in the 1880s, in Canada 2006 by Fairmont, thereby creating Fairmont Raffles Hotels International.and Singapore, respectively. The first Raffles hotel, named after Sir StamfordRaffles, opened in Singapore in 1887. Canadian Pacific (CP) Hotels openedthe Banff Springs Hotel in 1888, and later acquired Princess and Fairmonthotels, adopting the Fairmont name for its international appeal.
  4. 4. Fairmont Hotels & Resorts: About the brand Fairmont Hotels & Resorts, with locations around the world, includes historic icons, elegant resorts and modern city-centre properties. Most Fairmont hotels and resorts are equally suited to business and leisure travel. The company is active in the areas of acquisition and development. With its rich, storied history, Fairmont imparts a strong sense of tradition in all of its properties; even new developments are poised to become tomorrow’s landmarks. City-centre hotels offer guests ready access to the action of business districts as well as the local urban culture. Resorts are situated in some of the most breathtaking and pristine areas in the world, offering inviting beaches, challenging golf courses and exhilarating mountain skiing. Fairmont Gold, available at select properties, offers an exclusive lifestyle hotel experience, characterized by a private floor (or floors) and the highest level of personalized service. Programmes include:• Fairmont President’s Club—guest recognition and personalization• ResPlus—rewards for corporate reservation-makers• Famous Agents—rewards for travel agents• Ovation Rewards—packaging for corporations that provide travel as an employee incentive• Green Partnership programme —environmental initiatives, including Eco-Meet green-meeting and conference-planning options
  5. 5. Fairmont Hotels & Resorts:Brand promise, dimensions and tone“Turning moments into memories for our guests” is Fairmont’s brand promise. This promise is kept by bringing to life our three brand dimensions: Authentically local: Fairmont gives itself to local cultures by creating an atmosphere—through decor, food & beverage, uniforms and other details— that celebrates the essence of every destination. Colleagues act as local ambassadors, offering advice on the best the region has to offer. The guest is left with an overriding sense that they have actually experienced the destination, rather than a hotel that has been imposed on a place. Unrivalled presence: Fairmont’s presence is much more than physical— it is also each hotel’s reputation and assertion of character. Our distinctive properties are often the first choice for meetings of world dignitaries, elegant galas and celebrating life’s special moments. Many are regional landmarks, both historic and modern, made extraordinary through unique architecture, expressive decor and magnificent artistry. And many more lead their communities in environmental and social causes. Engaging service: Fairmont looks at every customer interaction as an opportunity to create a memorable experience and build a lasting relationship. Every guest is offered a warm welcome and is made to feel special, valued and appreciated. Needs are anticipated, and the service is thoughtful, proactive and personalized. Fairmont honours the value of great memories, and we are dedicated to providing our guests with the best a destination has to offer. While all properties are elegant and sophisticated, the overall tone of Fairmont is understated and approachable.
  6. 6. Fairmont Hotels & Resorts:At-a-glanceStatisticsAverage size: 430 roomsNumber of hotels and resorts: 56Properties under development: 23Year founded: 1907First property: San Francisco, CaliforniaPositioningMarket positioning: Luxury tierMarket segments: All: group, tour, leisure, businessStyle: Varied: historic to modern, but always landmarkTone: Understated and approachableCompetitive brands InterContinental, JW Marriott, Shangri-LaProgrammesGuest loyalty programmes: Fairmont President’s ClubCorporate booker programmes: ResPlusIncentive programmes: Ovation RewardsTravel agent programmes: Famous AgentsEnvironmental programmes: Green Partnership (including Eco-Meet)
  7. 7. Explaining the Fairmont brand Our three brand dimensions are best interpreted and explained through Engaging service concrete examples. Some sample talking-points follow. Every colleague looks for ways to build a lasting relationship with a guest, through: Authentically local • An inviting, sincere welcome (i.e., making the guest feel special, valued In every one of our locations, we work to channel the character of the and appreciated) region, to enrich the guest experience. We do this through details such as: • Genuine, anticipative and personalized attention to the guest’s needs• An atmosphere that celebrates its origin (e.g., meeting rooms named after (neither too obtrusive nor too formal) famous American historical figures at The Fairmont Washington, D.C.) • Excellence at every touch point, from reservation to checkout• Experiences that reflect the essence of the place (e.g., a private tour of • Thoughtful, charming ways to enrich the guest experience (e.g., through Central Park at The Plaza; a balloon safari excursion at Fairmont Mara personalized programmes and partnerships with other brands). Safari Club)• Colleagues who are local ambassadors, offering informed advice on the In the words of our guests best of the region. On being authentically local: “It’s never generic — if I’m at Fairmont Singapore, the whole atmosphere Unrivalled presence is Singapore. When I’m at The Fairmont Copley Plaza, it’s all about Boston. Certainly, our properties, whether new or historic, boast a distinctive The food, the decor, the uniforms — everything — make me feel that I’m physical presence and one-of-a-kind stature. But unrivalled presence also getting the full experience of the place.” includes qualities such as: On having unrivalled presence:• Social significance (e.g., a glamorous ambience; the place for social occasions “The Fairmont in my city is the pinnacle of the social scene. It has been in the community) part of just so many great memories for my family. My parents were• Reputation in the market-place (e.g., where prominent meetings, such as G8, married there, I was married there, and now we’re planning my daughter’s are held) wedding there.”• Leadership in the community (e.g., deeply involved in local social and environmental causes) On offering engaging service:• Landmark locations — properties that are not simply a place to stay, but are “Every time I arrive at a Fairmont, they know I want to be on a high floor the actual reason to visit the destination. and away from the elevators. I never have to ask for it; they just know.”
  8. 8. Raffles Hotels & Resorts: About the brand Raffles Hotels & Resorts epitomizes enchanting experiences, embodying global sophistication and residential charm, imbued with heartfelt service. Creating sensory journeys and bringing captivating discoveries, Raffles is where guests arrive as residents, leave as friends and return as family. The Raffles brand caters to leisure and business travellers who celebrate the finer things in life; we are consistently ranked among the world’s top-10 hotel brands in the annual Condé Nast Traveler Business Travel Awards. Raffles hotels are found in destinations renowned for sophisticated living and lifestyle, in city centres or other prime locations. Resorts are found in some of the world’s most desired destinations—on award-winning islands and captivating beach fronts, adjoining a designer golf course or against a backdrop of untouched nature—and maintain a deep respect for their environment. Each property is unique, intimate and exclusive, and exudes a strong essence of place with a seamless blend of culture and tradition; the result is a complete sensory experience. Every guest is made to feel like a resident and is referred to as such. Programmes include:• Raffles Ambassadors—by-invitation-only privileges for our valued guests• ResPlus—rewards for corporate reservation-makers• Famous Agents—rewards for travel agents• Ovation Rewards—packaging for corporations that provide travel as an employee incentive• Raffles REACH —“Rendering Encouragement, Assistance, Care and Hope” programme contributing to the arts, charity and the environment
  9. 9. Raffles Hotels & Resorts:Brand promise, dimensions and toneThe brand promise of Raffles is “Arrive as residents, leave as friends, returnas family.” This promise is kept by living out our three brand dimensions:Heartfelt: Beyond simple courtesy and efficiency, we take personal pridein caring for our residents, providing service that is refreshingly attentive,yet unobtrusive, like a gentle breeze. Residents’ preferences, habits andneeds—from left-handed dining to favourite hobbies—are observed, notedand remembered for future visits. Personal butler service is provided atmost destinations. Greetings and services are often customized to reflectthe region’s unique culture.Enchanting: From the imperial grandeur of a heritage hotel to thestunning splendour of a new landmark, from serene sanctuaries to inspiringcelebrations, we seek to engage our residents through sensory journeys,captivating discoveries and enriching inspirations—epitomizing enchantingexperiences. Every touch point—location, foliage, architecture, decor,artefacts, uniforms, cuisine and people—creates a story and a sensoryexperience that will provide a lifetime of memories.Residential: Raffles defines global sophistication and residential charm in theworld’s most interesting locations. Spacious, comfortable rooms and abundantprivate spaces—garden alcoves, libraries and drawing-rooms — featuredetailed, artistic touches that define a sense of place. With every experiencepersonalized, our residents luxuriate in exclusive, intimate environments.Raffles is a brand that never shouts. It is characterized by graciousundertones of sophistication, enchantment and privilege.
  10. 10. Raffles Hotels & Resorts:At-a-glanceStatisticsAverage size: 150–250 rooms (urban); 80–150 rooms (resorts)Number of hotels and resorts: 8Properties under development: 14Year founded: 1887First property: SingaporePositioningMarket positioning: Luxury Transient tierMarket segments: All: leisure, business, small/VIP groupStyle: Sophisticated, luxurious and elegantTone: Exclusive and privilegedCompetitive brands Four Seasons, Mandarin Oriental, Peninsula, Ritz-Carlton, St. RegisProgrammesGuest loyalty programmes: Raffles AmbassadorsCorporate booker programmes: ResPlusIncentive programmes: Ovation RewardsTravel agent programmes: Famous AgentsCorporate social responsibility programmes: Raffles REACH
  11. 11. Explaining the Raffles brand Our three brand dimensions are best interpreted and explained through Residential concrete examples. Some sample talking-points follow. We personalize every resident’s experience, with details such as: • Spacious, comfortable rooms with large beds, hardwood floors, 24-hour Heartfelt room service, wireless Internet access and reading materials Heartfelt service is provided through details such as: • Abundant private spaces and reading areas with all-day coffee, tea and snacks• Discreetly respecting residents’ privacy (e.g., wedging a toothpick insignificantly • Personalized details (e.g., addressing resident by name; assignment of into the guest-room door, so the employee can know when the resident is in or out) favourite room; bathrobes with initials embroidered; and favourite ice-cream• Delivering personalized attention, genuine care and adaptability to residents’ for children) preferences and needs (e.g., keeping a centralized profile of repeat residents, • Thoughtful touches that define a sense of place (e.g., carpets made of Chinese with details such as favourite music; shifting cutlery for left-handed residents) silk and cotton in Raffles Beijing Hotel).• Reflect each destination through special touches (e.g., a traditional greeting of Arabic coffee and dates upon arrival at Raffles Dubai) In the words of our guests• Intuitively anticipating needs (e.g., complimentary cold towels, novels and On offering heartfelt service: magazines, mineral-water spray and smoothies by the pool at Raffles Canouan). “Even when you didn’t require anything, you had the sense that staff—across the board—were keen on making sure that you were being well attended to; Enchanting they listened to you. They were just lovely. They were not intrusive at all. Raffles creates enchanting experiences by offering: From beginning to end, the service was outstanding.”• Awe-inspiring architectural designs as well as artefacts and decor with stories On providing an enchanting experience: to tell (e.g., the pyramid-shaped, Egyptian-themed Raffles Dubai; Personality “Go to Raffles and something special will happen. Go to the others and Suites named after famous people who have resided at the hotels; ceilings in you will see the world, but it will be just like any other hotel. On my Restaurant Le Royal in Phnom Penh that replicate those of the Royal Palace 38th anniversary, the chief butler arranged rose petals in the shape of big dining-room—which were hand-painted by Assasax, royal painter for the king) hearts on the bed. My wife was very touched. She will certainly remember• Intimate and magical touches that make a difference (e.g., private dining that enchanting moment for a long time.” on the elevated 13th golf hole, with a panoramic view of the Caribbean Sea)• Captivating, sensory experiences, such as Raffles Wine, Food & Arts Experiences On creating a residential atmosphere: (e.g., featuring Michelin-star chefs and renowned vintners, plus elements “You have a busy life, constantly thinking and working. But when you arrive such as visual art and music) and Raffles Revelry events (e.g., Il Divo at at a Raffles hotel, you say to yourself, ‘I can rejuvenate; I can pick up.’ Raffles Canouan; Jose Carreras singing with a full orchestra, with the Angkor The peace, being so quiet and serene that I can hear myself, is so wonderful.” temples as a backdrop).
  12. 12. Swissôtel Hotels & Resorts: About the brand Swissôtel Hotels & Resorts has locations throughout the world, in destinations as diverse as Chicago and Osaka, London and Lima. Our brand is characterized by the concept of “Swissness”: the successful fusion of authentic Swiss cultural references, such as the fresh spirit of the Swiss Alps and world-renowned Swiss hospitality, with individual local styles and icons—a creative, modern approach. The latest technologies fused with solid natural materials provide enjoyable architectural features and surprising ambiences. In addition, we embrace our corporate responsibility for sustainable development as a core part of our business; we hold ISO certification for quality and environment management and occupational health and safety. Our deluxe city hotels, which constitute the majority of the Swissôtel portfolio, are located in gateway destinations throughout the world—usually in the midst of the commercial or business district, with excellent public-transport links. Ideal for both leisure and business travellers, many boast extensive facilities, such as tennis courts, a fully equipped fitness centre, a spa and a swimming-pool, as well as meeting rooms, and conference and business centres. Swiss Executive Club, available at select properties, provides a private floor and exclusive lounge. Programmes include:• Club Swiss Gold—guest recognition and personalized services• ResPlus—rewards for corporate reservation-makers• Famous Agents—rewards for travel agents• Ovation Rewards—packaging for corporations that provide travel as an employee incentive
  13. 13. Swissôtel Hotels & Resorts:Brand credo, attributes and tone“A passion for perfection” is our credo, a belief that influences everything we do. The Swissôtel brand draws its distinction from unique attributes entrenched in our Swiss heritage: Excellent quality: Swiss architecture is respected worldwide for its modern, clean and practical solutions. We use traditional materials interpreted in a modern way and an unexpected context or form. Design icons and exclusive partnerships are a transmitter of Swiss quality within the hotels. The quality of our food & beverage offerings has ensured that many of our restaurants have become destinations in their own right. Genuine hospitality: Swiss hospitality and innovation have long been synonymous. Switzerland became the holiday playground of Europe in the mid-nineteenth century, as guests flocked to the Swiss countryside for its stunning mountains, crystal-clear lakes, unspoiled nature and what has subsequently become the famous Swiss hospitality. Our service is efficient and discreet throughout the hotel, and our aim is to consider every detail in advance. Our ambience, while warm and friendly, is clean, uncluttered and understated. Intuitive reliability: At Swissôtel, we have a great attitude, with reliability and responsibility at the forefront of our minds. Our team shares a diligent and entrepreneurial mindset, ensuring that individual guest needs are anticipated and exceeded. Our sustainability program ensures that we are a responsible and reliable addition to every community in which we operate. The overall tone of Swissôtel is that of deluxe accommodation, provided in a contemporary setting, with professional and hospitable service.
  14. 14. Swissôtel Hotels & Resorts:At-a-glanceStatisticsAverage size: 350 roomsNumber of hotels and resorts: 28Properties under development: 4Year founded: 1980First property: ZürichPositioningMarket positioning: Deluxe tierMarket segments: All: group, tour, leisure, businessStyle: Contemporary, understated design with local characterTone: Warm, uncluttered and practicalCompetitive brands Hilton, Hyatt, Kempinski, Marriott, Sheraton, WestinProgrammesGuest loyalty programmes: Club Swiss GoldCorporate booker programmes: ResPlusIncentive programmes: Ovation RewardsTravel agent programmes: Famous AgentsCorporate social responsibility programmes: Formal, company-wide sustainability policy
  15. 15. Explaining the Swissôtel brand Our brand attributes are best interpreted and explained through concrete • Fostering a passionate desire in all staff to tackle every task with diligence examples. Some sample talking-points follow. and not to accept any standard other than perfection • Each member of staff working to anticipate guests’ needs Excellent quality • Management actively encouraging and responding positively to Excellence in quality is intrinsic throughout Swissôtel, accomplished by: service-improvement ideas and solutions from all team members.• Employing design icons and exclusive partnerships, from the in-room Nespresso coffee makers to the Hublot clocks in the foyers In the words of our guests• Having a concept of “honest materialization,” using, wherever possible, On offering excellent quality: natural and authentic materials in design and construction—what looks “Everything at Swissôtel was perfect. The property was immaculately like stone is stone; what looks like wood is wood clean, very well designed and stylish; the rooms were bright and airy• Using traditional materials in a modern and unexpected context with wonderful beds and bedding. Some of the amenities I didn’t even• Offering the latest, often pleasantly surprising, amenities and facilities. realize I needed until I stayed there—I had an espresso machine, iron and ironing-board, a cool work desk and ergonomic chair; there was even Genuine hospitality a TV screen in the bathroom mirror.” Genuine hospitality is accomplished through: On delivering genuine hospitality:• Conducting every undertaking with honesty, sincerity and warmth “Swissôtel is a little different from the standard big-name chain hotels!• Employing staff who ensure that every aspect of their job is carried out to It’s a friendly place with great views of the city. The staff are more than the best of their abilities; that they are proactive, efficient, discreet and truly accommodating, and will take care of any need you might have. Give the focused on providing a great guest experience Swiss a chance to take care of you, and they will!”• Having a general attitude of “unity, not uniformity”; no matter which Swissôtel you visit, we represent all that is positive about Swissness. On being intuitively reliable: “As you enter the hotel, you are greeted by a sea of welcoming faces. I would Intuitive reliability hazard a guess that people like working here and that the management is The attitude of intuitive reliability is shown through actions such as: good, because this was the overwhelming experience of our stay. Helpful,• Communicating openly on sustainability issues, both corporately and friendly, smiling staff who were so enthusiastic it was infectious.” with the local communities in which we operate—this includes working with suppliers that embrace sustainable development and ethical standards
  16. 16. Our brands in the market-place Peninsula Four Seasons LUXURY Mandarin Oriental TRANSIENT Raffles St. Regis Ritz-Carlton InterContinental LUXURY Shangri-La Fairmont JW Marriott Hilton Hyatt DELUXE Kempinski Sheraton Swissôtel Westin Marriott
  17. 17. Worldwide locations Fairmont Hotels & Resorts Fairmont Hotels & Resorts new developments Raffles Hotels & Resorts Raffles Hotels & Resorts new developments Swissôtel Hotels & Resorts Swissôtel Hotels & Resorts new developments For the most up-to-date listing of our worldwide locations, please visit us at www.frhi.com
  18. 18. Brand contact informationFor general enquiries about our brands, please contact:Fairmont Raffles Swissôtelbrand marketing brand marketing brand marketingbranding@fairmont.com brandmarketing@raffles.com brandmarketing@swissotel.comacquisitions and acquisitions and acquisitions andde v e l o p me n t development develo pm entdevelopment@fairmont.com development@raffles.com development@frhi.comFor immediate enquiries, For immediate enquiries, For immediate enquiries,please call our corporate please call our corporate please call our corporateheadquarters at headquarters at headquarters at+1 416 874 2600 +65 6339 8377 +41 44 317 6262Fairmont Hotels & Resorts Raffles Hotel & Resorts Swissôtel Hotels & ResortsTD Centre 250 North Bridge Road Swissôtel Management LLCCanadian Pacific Tower #10-00 Raffles City Tower Balz-Zimmermannstrasse 7100 Wellington Street West Singapore 179101 CH-8302 Kloten, ZürichSuite 1600, P.O. Box 40 SwitzerlandToronto, Ontario www.raffles.comCanada M5K 1B7 www.swissotel.comwww.fairmont.com
  19. 19. FOR MEETINGS AND EVENTS please contact your Global Sales Representative, e-mail meet@frhi.com or call: Within North America 1 866 662 6060 Direct to North America +1 506 877 3162 Within United Arab Emirates 800 311 8812 Within Saudi Arabia 800 897 1458 Direct to Middle East +971 4 437 7474 Within United Kingdom 0808 234 3287 F O R R E S E RVAT I O N S please contact your travel consultant or call: Fairmont Hotels & Resorts Raffles Hotels & Resorts Swissôtel Hotels & Resorts U.S. & Canada 1 800 441 1414 U.S. & Canada 1 800 768 9009 U.S. & Canada 1 800 637 9477 Elsewhere in the world * Elsewhere in the world * France, Germany, Italy, U.K. & +800 0441 1414 +800 1 RAFFLES (7233537) Switzerland 00 800 637 94771+Prefix with your international +Prefix with your international Elsewhere in the world +49 69 66 419 613 toll-free access code toll-free access code (not toll free)* Number not valid in all * Number not valid in all countries. Should this countries. Should this www.swissotel.com PRINTED IN CANADA (0909) number not connect in number not connect in your country, please your country, please dial +1 506 863 6310 dial +1 506 870 6794 (not toll free) (not toll free) www.fairmont.com www.raffles.com