Fairmont Group Brands - Swissôtel, Fairmont, Raffles

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)



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 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).


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



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 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.


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]


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]


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

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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