Raffles and Fairmont CEO on growing hotels with soul in the Americas and beyond

28.03.2024 - 14:47 / thepointsguy.com

Some of the shiniest luxury tools in Accor's brand toolbox are overseen by Omer Acar, the CEO of two of Paris-based Accor's glitziest brands: Raffles Hotels & Resorts and Fairmont Hotels & Resorts.

Fairmont has longtime brand recognition in the U.S. and Canada, as the luxe hotel chain dates to properties that sprang up along the Canadian Pacific Railway in the late 1800s. In the U.S., the brand launched in 1907 with the opening of the Fairmont San Francisco and has since grown to be Accor's best-known brand in the Americas.

Raffles, on the other hand, is less of a known entity. Yes, it's no spring chicken: The first Raffles opened in Singapore in 1887. But save for a short-lived stint in Beverly Hills, California, the ultra-luxury brand only just opened its first North American hotel-condo project in Boston. The rest of the Raffles portfolio is largely in Europe, the Middle East and Asia.

Expect more from both brands in this part of the world. While their parent company might be based in France, the two brands now call New York City home for their corporate headquarters.

"This really represents the new chapter for both Raffles and Fairmont and, of course, our commitment in the U.S. and especially in North America," Acar said in an interview with TPG.

The immediate development pipeline for Raffles includes locations in Jaipur, India, a second Singapore location and Jeddah, Saudi Arabia.

But Acar notes the Raffles team is also looking at future locations in North America, China, Europe and the Middle East. The Raffles and Fairmont CEO told TPG the company is specifically looking in Mexico and Central America, as well as Miami, New York City and the West Coast for North American growth opportunities.

While travelers might look to experience Raffles butler service for themselves closer to home, Acar emphasizes the company isn't looking to flood any city or country with multiple hotels just for the sake of growth. After all, Raffles' hometown of Singapore has had to wait 137 years (plus a few more months from now) to see a second Raffles open its doors.

It's about methodical growth regarding where Raffles will next open — and it all boils down to location, location, location.

"Yes, it's good to have a hotel in the future in New York. It's good to have a hotel in Miami, but where in Miami, where in New York will also impact the brand and that's why we are extremely careful about where and who we partner with," he added.

On the Fairmont front, the brand has 90 hotels today with an additional 34 in various stages of development. Fairmont has planned openings later this year in Prague and Long Beach, California. Other hotels are in the works for Thailand, South Africa and Czechoslovakia.

A third of the