Fairmont Launches First Brand Campaign in 4 Years

Fairmont hopes it can keep its longtime guests while becoming more inclusive and winning over a new wave of travelers.

Fairmont Hotels & Resorts has launched its first global brand campaign since 2021, and though there's a luxury backdrop, the hotel group says the message is about how guests feel in quiet, everyday moments.

Fairmont is rolling out a series of bookable offerings under the banner 'Special Happens...' These include after-hours spa rituals under the stars, yoga by a waterfall, and chocolate-making workshops.

The goal, according to Raffles & Fairmont CEO Omer Acar, is to focus on moments that feel personal, not grand. And the idea is to turn that concept into a se