Claudia Kozma Kaplan, chief brand officer of Fairmont Hotels & Resorts, discusses the brand’s new global campaign, Make Special Happen, which has a focus on emotional storytelling and meaningful guest experiences
What was the inspiration behind Fairmont Hotels & Resorts’ Make Special Happen campaign?
The campaign embraces Fairmont Hotels & Resorts’ heritage as the host of storied celebrations and history-making moments. From the signing of the UN Charter in San Francisco to Truman Capote’s Black and White Ball in New York City, and John Lennon and Yoko Ono’s bed-in for peace in Montreal, Fairmont Hotels & Resorts have long served as the setting for some of the world’s most extraordinary occasions. This campaign brings that tradition to life for a new generation of discerning travellers.
With a portfolio of more than 94 exceptional hotels, from grand landmarks to contemporary city retreats, we needed to find a unifying thread across our diverse portfolio. That thread had to go beyond visuals and speak to something deeper.
I am extremely passionate about what we were able to achieve. What emerged was not just a visual or stylistic connection, but a shared emotion. It was about a feeling, a sense of celebration. What began as an internal message quickly evolved into the heart of the campaign.
It is also a light-hearted nod to Fairmont’s long-standing connection with the silver screen, paying cinematic tribute to the classic elegance of another era while reimagining that sophistication for today’s world. It follows the story of a celebration in the making, capturing the sense of anticipation and the quiet moments of preparation experienced by both guests and colleagues.
While the story unfolds around a celebration, the idea behind the campaign is broader. Making special happen is not limited to grand gestures. It can be found in thoughtful details, in quiet moments, and in the personal connections made along the way. It reinforces Fairmont Hotels & Resorts’ belief that luxury is personal, and that every interaction holds the potential to become a lasting memory.
How is this campaign being brought to life across Asia?
All campaign content and assets are being localised, using relevant language and tone of voice, with tailored versions of the campaign film to resonate across our key markets, including Asia.
Alongside the campaign, we launched Special Happens, a global experience platform designed to bring our brand promise to life through curated guest offerings. We launched the first round of experiences on May 19 and will reveal more later this year.
These experiences are thoughtfully designed across different tiers, from simple daily enhancements to immersive moments that elevate the guest journey.
Grouped into themed categories, the platform highlights the diverse spirit of our hotels and resorts.
One, Special Happens… After Dark features a series of night-time experiences, such as private spa rituals under the stars, or intimate destination dinners set in unexpected outdoor locations.
Two, Special Happens… In the Wild offers indulgent moments in nature, such as afternoon tea on a secluded beach, meditation in a rainforest, or yoga beneath a waterfall accessed by seaplane.
Three, Special Happens… Around the Table celebrates culinary connection and the power of sharing food and drink. Guests can craft their own one-of-a-kind chocolate bar, or participate in a traditional underground roasting ritual that begins with foraging and ends in a communal meal.
There is also Special Happens… In the Spotlight, which showcases moments inspired by the arts, culture, music, and performance. An example is at Fairmont Jaipur, where guests are invited to be immersed in rural Rajasthan through a guided village walk to observe traditional Gota Patti and Zari embroidery. They then meet a local potter, enjoy a home-cooked lunch, and experience a camel ride through the fields, followed by a school visit and heartfelt conversations with members of the community. It is a cultural immersion rooted in craftsmanship, connection, and hospitality.
These offerings are inspired by what our guests value most. For Fairmont Hotels & Resorts, making special happen is not just about milestone celebrations. It is also about the quiet, personal, and unexpected moments that stay with you long after your journey ends. Every day presents an opportunity to create something meaningful.
The brand is aggressively expanding its footprint in Asia, with a debut in Japan, Thailand and Vietnam this year. What makes this region a strategic priority for the brand’s global expansion?
Fairmont Hotels & Resorts currently has a growing presence in Asia, with hotels in Singapore, Jaipur, Manila, Jakarta, South Korea and India. In July, we will mark an exciting milestone with the opening of Fairmont Tokyo, our very first property in Japan. This will be followed by our debut in Vietnam and Thailand, with Fairmont Hanoi set to welcome guests later this year and Fairmont Bangkok Sukhumvit opening in 2026.
In India, our growth has been particularly strong. What began with one hotel is quickly expanding to six. Fairmont Mumbai opened in April, and Fairmont Udaipur will open in 2H2025. We are also preparing for the launch of Fairmont Agra in 2026 and Fairmont Goa soon after.
Each of these openings reflects our strategic focus on gateway cities and cultural hubs, where we have the opportunity to create memorable experiences deeply rooted in local identity. Asia is a region of immense potential, fuelled by economic growth, rising affluence, and a new generation of travellers who are looking for something more meaningful.
We are seeing a strong appetite for experience-led luxury and domestic travel across the region, both of which align closely with Fairmont Hotels & Resorts’ refreshed brand proposition. Our expansion in Asia is not just about growing our footprint. It is about bringing Fairmont Hotels & Resorts’ legacy of excellence to more people by delivering thoughtful, high-touch hospitality that celebrates the spirit of each destination we call home.
What criteria does Fairmont Hotels & Resorts use when selecting new destinations in Asia, and how do these align with evolving traveller demand and trade interest in the region?
We are not expanding for scale, we are expanding with intent. Every new opening must reflect our brand’s values and uphold the promise we make to our guests.
We choose destinations based on their ability to support our role as a social epicentre of the community. Each hotel must embody the unique character of its location while delivering the level of service and hospitality that guests around the world associate with the Fairmont name.
Our focus remains on gateway cities and culturally significant hubs – places with the potential to offer rich and meaningful guest experiences. When we evaluate a new opportunity, we look closely at how it aligns with evolving traveller expectations, the long-term outlook for tourism in the area, and the strength of our local partners.
How is Fairmont Hotels & Resorts leveraging Accor’s regional footprint and infrastructure to accelerate growth and visibility across Asia?
Fairmont Hotels & Resorts is part of Accor’s luxury and lifestyle division, which operates independently from the group’s premium, midscale and economy segments. This structure allows us to benefit from specialised leadership, distinct brand storytelling, and targeted investment in areas like service training and guest experience.
At the same time, Accor’s global infrastructure gives us an advantage. We have faster access to key markets, strong relationships with owners, and deep local market knowledge. An example is the strategic partnership Accor announced in April with InterGlobe, the founder and majority owner of IndiGo. IndiGo holds 62 per cent of the market share for all airline traffic in India and has the largest outbound market in the country. India is a priority growth market for Fairmont Hotels & Resorts and this partnership strengthens our position there.
Across Asia, we are seeing tremendous opportunity. Rising affluence, a growing middle class, and expanding international air connectivity are all contributing to a new wave of demand for high-end travel. Countries such as Vietnam, Japan, and Thailand – where Accor previously had limited presence in the luxury space – now represent key opportunities for Fairmont Hotels & Resorts to grow and lead.
How do you see growth in Asia over the next decade?
Asia is set to be a major engine of growth for global luxury hospitality. Rising incomes, increased mobility, and evolving lifestyle aspirations are driving demand across the region. As travellers increasingly seek experience-focused stays and bespoke hospitality, Fairmont Hotels & Resorts is well-positioned to lead. By balancing our rich legacy with thoughtful innovation, we are shaping a portfolio in Asia that is both culturally resonant and globally relevant.
