fairmont group brands - swissôtel, fairmont, raffles
DESCRIPTION
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.TRANSCRIPT
Understanding our brands
a guide for global sellers
Three distinct brands, Fairmont, Raffles and Swissôtel, have combined
to provide the world’s finest accommodations for discerning travellers—
giving your customers easier access to more destinations. This document
outlines and clarifies our three brands, enabling you to better serve your
customers’ needs.
The word “brand” means different things to different people. In the
context of this document, brands are what is known about our companies
on the basis of name alone. Each brand describes the common culture
that we seek to create with our audience—where reputation and customer
experience meet. It encompasses style, tone, market position, attributes
and customer promise.
Elegant accommodations and impeccable service in the world’s finest
destinations are elements that all of our brands share. However, our three
brands also maintain their identities and traditions: Fairmont as a landmark
presence integrated into its community; Raffles as sophisticated luxury
with residential charm; and Swissôtel as personalized efficient service within
a contemporary ambience.
Three distinct brands
Fairmont Raffles Hotels International was formed in 2006 and comprises
three brands, Fairmont, Raffles and Swissôtel.
Both the Fairmont and Raffles brands have roots in the 1880s, in Canada
and Singapore, respectively. The first Raffles hotel, named after Sir Stamford
Raffles, opened in Singapore in 1887. Canadian Pacific (CP) Hotels opened
the Banff Springs Hotel in 1888, and later acquired Princess and Fairmont
hotels, adopting the Fairmont name for its international appeal.
Our history
1887 Raffles Hotel (named after Sir Stamford Raffles, the founderof modern Singapore) opens in Singapore.
1907The Fairmont San Francisco opens.
1885Hamilton Princess (PrincessHotels) opens in Bermuda.
1888Banff Springs Hotel (CP Hotels) opens in Canada.
1980Swissôtel begins operations.
1989 Raffles Hotels & Resorts forms.
1998 CP Hotels merges with Princess Hotels.
2001Raffles merges with Swissôtel.
1991 Restored Raffles Hotel reopens in Singapore.
2000 CP Hotels merges with Fairmont Hotels.
2006 Fairmont joins Raffles and Swissôtel.
Fittingly, given its modern approach, Swissôtel began operations nearly a
century later, opening in 1980 as a partnership between SwissAir and Nestlé.
After 20 years of operation, Swissôtel merged with Raffles, followed in
2006 by Fairmont, thereby creating Fairmont Raffles Hotels International.
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
Fairmont Hotels & Resorts: About the brand
“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.
Fairmont Hotels & Resorts: Brand promise, dimensions and tone
Fairmont Hotels & Resorts: At-a-glance
Statistics
Average size: 430 rooms
Number of hotels and resorts: 56
Properties under development: 23
Year founded: 1907
First property: San Francisco, California
Positioning
Market positioning: Luxury tier
Market segments: All: group, tour, leisure, business
Style: Varied: historic to modern, but always landmark
Tone: Understated and approachable
Competitive brands
InterContinental, JW Marriott, Shangri-La
Programmes
Guest loyalty programmes: Fairmont President’s Club
Corporate booker programmes: ResPlus
Incentive programmes: Ovation Rewards
Travel agent programmes: Famous Agents
Environmental programmes: Green Partnership (including Eco-Meet)
Engaging service
Every colleague looks for ways to build a lasting relationship with
a guest, through:• An inviting, sincere welcome (i.e., making the guest feel special, valued
and appreciated)• Genuine, anticipative and personalized attention to the guest’s needs
(neither too obtrusive nor too formal)• Excellence at every touch point, from reservation to checkout• Thoughtful, charming ways to enrich the guest experience (e.g., through
personalized programmes and partnerships with other brands).
In the words of our guests
On being authentically local:
“It’s never generic—if I’m at Fairmont Singapore, the whole atmosphere
is Singapore. When I’m at The Fairmont Copley Plaza, it’s all about Boston.
The food, the decor, the uniforms—everything—make me feel that I’m
getting the full experience of the place.”
On having unrivalled presence:
“The Fairmont in my city is the pinnacle of the social scene. It has been
part of just so many great memories for my family. My parents were
married there, I was married there, and now we’re planning my daughter’s
wedding there.”
On offering engaging service:
“Every time I arrive at a Fairmont, they know I want to be on a high floor
and away from the elevators. I never have to ask for it; they just know.”
Explaining the Fairmont brand
Our three brand dimensions are best interpreted and explained through
concrete examples. Some sample talking-points follow.
Authentically local
In every one of our locations, we work to channel the character of the
region, to enrich the guest experience. We do this through details such as:• An atmosphere that celebrates its origin (e.g., meeting rooms named after
famous American historical figures at The Fairmont Washington, D.C.)• Experiences that reflect the essence of the place (e.g., a private tour of
Central Park at The Plaza; a balloon safari excursion at Fairmont Mara
Safari Club)• Colleagues who are local ambassadors, offering informed advice on the
best of the region.
Unrivalled presence
Certainly, our properties, whether new or historic, boast a distinctive
physical presence and one-of-a-kind stature. But unrivalled presence also
includes qualities such as:• Social significance (e.g., a glamorous ambience; the place for social occasions
in the community) • Reputation in the market-place (e.g., where prominent meetings, such as G8,
are held)• Leadership in the community (e.g., deeply involved in local social and
environmental causes)• Landmark locations—properties that are not simply a place to stay, but are
the actual reason to visit the destination.
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
Raffles Hotels & Resorts: About the brand
The brand promise of Raffles is “Arrive as residents, leave as friends, return
as family.” This promise is kept by living out our three brand dimensions:
Heartfelt: Beyond simple courtesy and efficiency, we take personal pride
in caring for our residents, providing service that is refreshingly attentive,
yet unobtrusive, like a gentle breeze. Residents’ preferences, habits and
needs—from left-handed dining to favourite hobbies—are observed, noted
and remembered for future visits. Personal butler service is provided at
most destinations. Greetings and services are often customized to reflect
the region’s unique culture.
Enchanting: From the imperial grandeur of a heritage hotel to the
stunning splendour of a new landmark, from serene sanctuaries to inspiring
celebrations, we seek to engage our residents through sensory journeys,
captivating discoveries and enriching inspirations—epitomizing enchanting
experiences. Every touch point—location, foliage, architecture, decor,
artefacts, uniforms, cuisine and people—creates a story and a sensory
experience that will provide a lifetime of memories.
Residential: Raffles defines global sophistication and residential charm in the
world’s most interesting locations. Spacious, comfortable rooms and abundant
private spaces—garden alcoves, libraries and drawing-rooms—feature
detailed, artistic touches that define a sense of place. With every experience
personalized, our residents luxuriate in exclusive, intimate environments.
Raffles is a brand that never shouts. It is characterized by gracious
undertones of sophistication, enchantment and privilege.
Raffles Hotels & Resorts: Brand promise, dimensions and tone
Statistics
Average size: 150–250 rooms (urban); 80–150 rooms (resorts)
Number of hotels and resorts: 8
Properties under development: 14
Year founded: 1887
First property: Singapore
Positioning
Market positioning: Luxury Transient tier
Market segments: All: leisure, business, small/VIP group
Style: Sophisticated, luxurious and elegant
Tone: Exclusive and privileged
Competitive brands
Four Seasons, Mandarin Oriental, Peninsula, Ritz-Carlton, St. Regis
Programmes
Guest loyalty programmes: Raffles Ambassadors
Corporate booker programmes: ResPlus
Incentive programmes: Ovation Rewards
Travel agent programmes: Famous Agents
Corporate social responsibility programmes: Raffles REACH
Raffles Hotels & Resorts: At-a-glance
Residential
We personalize every resident’s experience, with details such as:• Spacious, comfortable rooms with large beds, hardwood floors, 24-hour
room service, wireless Internet access and reading materials• Abundant private spaces and reading areas with all-day coffee, tea and snacks• Personalized details (e.g., addressing resident by name; assignment of
favourite room; bathrobes with initials embroidered; and favourite ice-cream
for children)• Thoughtful touches that define a sense of place (e.g., carpets made of Chinese
silk and cotton in Raffles Beijing Hotel).
In the words of our guests
On offering heartfelt service:
“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;
they listened to you. They were just lovely. They were not intrusive at all.
From beginning to end, the service was outstanding.”
On providing an enchanting experience:
“Go to Raffles and something special will happen. Go to the others and
you will see the world, but it will be just like any other hotel. On my
38th anniversary, the chief butler arranged rose petals in the shape of big
hearts on the bed. My wife was very touched. She will certainly remember
that enchanting moment for a long time.”
On creating a residential atmosphere:
“You have a busy life, constantly thinking and working. But when you arrive
at a Raffles hotel, you say to yourself, ‘I can rejuvenate; I can pick up.’
The peace, being so quiet and serene that I can hear myself, is so wonderful.”
Explaining the Raffles brand
Our three brand dimensions are best interpreted and explained through
concrete examples. Some sample talking-points follow.
Heartfelt
Heartfelt service is provided through details such as:• Discreetly respecting residents’ privacy (e.g., wedging a toothpick insignificantly
into the guest-room door, so the employee can know when the resident is in or out)• Delivering personalized attention, genuine care and adaptability to residents’
preferences and needs (e.g., keeping a centralized profile of repeat residents,
with details such as favourite music; shifting cutlery for left-handed residents)• Reflect each destination through special touches (e.g., a traditional greeting
of Arabic coffee and dates upon arrival at Raffles Dubai)• Intuitively anticipating needs (e.g., complimentary cold towels, novels and
magazines, mineral-water spray and smoothies by the pool at Raffles Canouan).
Enchanting
Raffles creates enchanting experiences by offering:• Awe-inspiring architectural designs as well as artefacts and decor with stories
to tell (e.g., the pyramid-shaped, Egyptian-themed Raffles Dubai; Personality
Suites named after famous people who have resided at the hotels; ceilings in
Restaurant Le Royal in Phnom Penh that replicate those of the Royal Palace
dining-room—which were hand-painted by Assasax, royal painter for the king)• Intimate and magical touches that make a difference (e.g., private dining
on the elevated 13th golf hole, with a panoramic view of the Caribbean Sea)• Captivating, sensory experiences, such as Raffles Wine, Food & Arts Experiences
(e.g., featuring Michelin-star chefs and renowned vintners, plus elements
such as visual art and music) and Raffles Revelry events (e.g., Il Divo at
Raffles Canouan; Jose Carreras singing with a full orchestra, with the Angkor
temples as a backdrop).
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
Swissôtel Hotels & Resorts: About the brand
“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.
Swissôtel Hotels & Resorts: Brand credo, attributes and tone
Swissôtel Hotels & Resorts: At-a-glance
Statistics
Average size: 350 rooms
Number of hotels and resorts: 28
Properties under development: 4
Year founded: 1980
First property: Zürich
Positioning
Market positioning: Deluxe tier
Market segments: All: group, tour, leisure, business
Style: Contemporary, understated design with local character
Tone: Warm, uncluttered and practical
Competitive brands
Hilton, Hyatt, Kempinski, Marriott, Sheraton, Westin
Programmes
Guest loyalty programmes: Club Swiss Gold
Corporate booker programmes: ResPlus
Incentive programmes: Ovation Rewards
Travel agent programmes: Famous Agents
Corporate social responsibility programmes: Formal, company-wide sustainability policy
• Fostering a passionate desire in all staff to tackle every task with diligence
and not to accept any standard other than perfection• Each member of staff working to anticipate guests’ needs • Management actively encouraging and responding positively to
service-improvement ideas and solutions from all team members.
In the words of our guests
On offering excellent quality:
“Everything at Swissôtel was perfect. The property was immaculately
clean, very well designed and stylish; the rooms were bright and airy
with wonderful beds and bedding. Some of the amenities I didn’t even
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
a TV screen in the bathroom mirror.”
On delivering genuine hospitality:
“Swissôtel is a little different from the standard big-name chain hotels!
It’s a friendly place with great views of the city. The staff are more than
accommodating, and will take care of any need you might have. Give the
Swiss a chance to take care of you, and they will!”
On being intuitively reliable:
“As you enter the hotel, you are greeted by a sea of welcoming faces. I would
hazard a guess that people like working here and that the management is
good, because this was the overwhelming experience of our stay. Helpful,
friendly, smiling staff who were so enthusiastic it was infectious.”
Explaining the Swissôtel brand
Our brand attributes are best interpreted and explained through concrete
examples. Some sample talking-points follow.
Excellent quality
Excellence in quality is intrinsic throughout Swissôtel, accomplished by:• Employing design icons and exclusive partnerships, from the in-room
Nespresso coffee makers to the Hublot clocks in the foyers• Having a concept of “honest materialization,” using, wherever possible,
natural and authentic materials in design and construction—what looks
like stone is stone; what looks like wood is wood• Using traditional materials in a modern and unexpected context• Offering the latest, often pleasantly surprising, amenities and facilities.
Genuine hospitality
Genuine hospitality is accomplished through:• Conducting every undertaking with honesty, sincerity and warmth• Employing staff who ensure that every aspect of their job is carried out to
the best of their abilities; that they are proactive, efficient, discreet and truly
focused on providing a great guest experience• Having a general attitude of “unity, not uniformity”; no matter which
Swissôtel you visit, we represent all that is positive about Swissness.
Intuitive reliability
The attitude of intuitive reliability is shown through actions such as:• Communicating openly on sustainability issues, both corporately and
with the local communities in which we operate—this includes working with
suppliers that embrace sustainable development and ethical standards
Our brands in the market-place
InterContinental
JW Marriott
Shangri-La
Hyatt
Marriott
Sheraton
LUXURY
Fairmont
DELUXE
Swissôtel
LUXURY
TRANSIENT
Raffles
Four Seasons
St. Regis
Westin
Kempinski
Hilton
Ritz-Carlton
Mandarin Oriental
Peninsula
Fai rmont Hote ls & Resor ts
Fa i rmont Hote ls & Resor tsnew developments
Raf f les Hote ls & Resor ts
Raf f les Hote ls & Resor ts new developments
Swissôte l Hote ls & Resor ts
Swissôte l Hote ls & Resor ts new developments
Worldwide locations
For the most up-to-date listing of our worldwide locations, please visit us at www.frhi.com
Brand contact information
For general enquiries about our brands, please contact:
Fairmontbrand [email protected]
acquisitions [email protected]
For immediate enquiries,please call our corporateheadquarters at +1 416 874 2600
Fairmont Hotels & ResortsTD CentreCanadian Pacific Tower100 Wellington Street WestSuite 1600, P.O. Box 40Toronto, Ontario Canada M5K 1B7
www.fairmont.com
Rafflesbrand [email protected]
acquisitions [email protected]
For immediate enquiries,please call our corporateheadquarters at +65 6339 8377
Raffles Hotel & Resorts250 North Bridge Road#10-00 Raffles City TowerSingapore 179101
www.raffles.com
Swissôtelbrand [email protected]
acquisitions [email protected]
For immediate enquiries,please call our corporateheadquarters at +41 44 317 6262
Swissôtel Hotels & ResortsSwissôtel Management LLC
Balz-Zimmermannstrasse 7CH-8302 Kloten, ZürichSwitzerland
www.swissotel.com
PR
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(09
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Fairmont Hotels & ResortsU.S. & Canada 1 800 441 1414
Elsewhere in the world*
+800 0441 1414
+Prefix with your international
toll-free access code
* Number not valid in all
countries. Should this
number not connect in
your country, please
dial +1 506 863 6310
(not toll free)
www.fairmont.com
Raffles Hotels & ResortsU.S. & Canada 1 800 768 9009
Elsewhere in the world*
+800 1 RAFFLES (7233537)
+Prefix with your international
toll-free access code
* Number not valid in all
countries. Should this
number not connect in
your country, please
dial +1 506 870 6794
(not toll free)
www.raffles.com
Swissôtel Hotels & ResortsU.S. & Canada 1 800 637 9477
France, Germany, Italy, U.K. &
Switzerland 00 800 637 94771
Elsewhere in the world
+49 69 66 419 613
(not toll free)
www.swissotel.com
F O R R E S E RVAT I O N S
please contact your travel consultant or call:
F O R M E E T I N G S A N D E V E N T S
please contact your Global Sales Representative, e-mail
[email protected] 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