How This Legacy Hotel Brand Is Evolving to Be the Luxury Stay of a New Era

What’s the future of luxury hospitality? Yigit Sezgin, the new Chief Brand & Commercial Officer at Fairmont Hotels & Resorts, says new tech and AI are about to radically change the guest experience, from personalizing service to reducing environmental impact. Look out for friendlier, more food-focused, fitter, and greener stays that speak to who you are as a person and traveler. And speaking of green, linksmen and women get excited: the hotel brand attached to St. Andrews has big plans for golf properties in Asia! Read our exclusive interview with Sezgin here.

IF YOU WANT TO KNOW WHERE hotels are going, talk to someone who has the aerial overview. As Chief Brand and Commercial Officer of Fairmont Hotels and Resorts, responsible for a portfolio of more than 90 hotels, Yigit Sezgin – formerly Chief Commercial Officer of Accor – is turning his laser gaze to one of the world’s most storied brands. Since 1907, Fairmont has conjured such refined luxury that their plush hotels stand as status symbols in major cities across the globe. 

From Fairmont’s champagne-and-oyster-fueled birth in San Francisco, to the Peace Hotel on the Bund in Shanghai and St. Andrews Scotland, soon we will see not just new grandes dames in Bangkok and Agra, home of the Taj Mahal, but also game-changing new innovations in sustainability, service, food and wellness.

We spoke with Sezgin, a 25-year veteran of luxury hospitality who has worked with the likes of Ritz-Carlton, BLG Capital and more, about his vision for the future of the Fairmont brand, how sustainability is and will continue to be the foundation of each property, and the Fairmont’s exciting ambitions for expanding across Asia.  

T+L SEA:  These are exciting times following Accor’s organizational reshuffle last year. Can you share your vision for Fairmont and how this new structure supports the brand’s ambitions?

Yigit Sezgin: This is a very important year for Fairmont. Indeed, last year’s announcement by Accor’s Chairman and CEO, Sebastien Bazin, empowered two divisions with distinct areas of expertise: Premium, Midscale & Economy division and a brand-led Luxury & Lifestyle division.  The latter is committed to strengthening the identities of its iconic brands, investing in top talents, selecting the best locations, and offering unique and innovative experiences, specific to the individual brands, their unique personalities and positioning.

For us, these structural changes mean we will be focusing on elevating the brand to bring Fairmont into the new era of luxury hospitality, building upon our more than 100 years of history and setting the stage for the next century.  Throughout its history, the brand has continuously adapted and reinvented itself to seize new opportunities and create unforgettable memories for its guests.

Fairmont has some of the most iconic properties in the world with The Plaza in New York, Fairmont Maldives, or The Peace Hotel in Shanghai, and has been the backdrop for pivotal moments in history, starting in 1907 with the grand opening of Fairmont San Francisco, celebrated with a lavish display of champagne and 13,000 oysters. This year marks a new beginning for the brand, with exciting plans and activations ahead and already some key achievements, including the most recent launch of the Barbie Suite at Fairmont Queen Elizabeth in Canada, and more to come. 

T+L SEA:  In response to increased global demand, what are some of the ways you are establishing the Fairmont brand’s position as a luxury leader with a shift towards more sustainable practices?

Yigit Sezgin: Sustainability is a key focus for us. We actively implement initiatives to reduce our environmental impact and promote responsible practices. From energy-efficient operations to locally sourced ingredients in our restaurants, we strive to create a positive impact on the planet and local communities. 

In 2023 specifically, we are utilizing smart weighing solutions to optimize operations and minimize food waste across our hotels. We have set the goal to install at least one unit of an approved Food Waste Management system at each property by the end of this year. 

Fairmont, in line with Accor, has also announced a commitment to reaching net zero carbon emissions by 2050 and removing all single use plastic from guest facing areas. All our hotels are required to report and continue to measure and optimize their carbon footprints [MS1] [MOU2]. In addition, Accor recently announced the Group’s collaboration with key certification programs, with the aim to support the hotels in getting external and independent recognition of their sustainability practices and push their transformation a step further.

Read about T+L’s recent visit to Fairmont Maldives, Sirru Fen Fushi, hands-on experience with their groundbreaking Sustainability Lab, and the adorable turtles we met here.

Alongside Accor joining the Global Sustainable Tourism Council (GSTC) last year, the Group is proud to announce that two additional global partnerships have been signed with Green Key and Green Globe, both partners having their standards recognized by GSTC.

T+L SEA:  Fairmont is an iconic brand with a rich history, especially in North America where it boasts world class addresses such as San Francisco, New York and Banff. What are the brand’s ambitions for Asia? Can you share your goals in terms of both development and to grow the number of aficionados? 

Yigit Sezgin: Fairmont currently operates 13 hotels across Asia, and we will see a lot more growth across the region with the recent signing of Fairmont Bangkok, and upcoming hotels in Vietnam (Hanoi and Phu Quoc) and Tokyo in Japan. In India we currently have one property (Fairmont Jaipur) and will be growing to five in the next two years with openings scheduled in Udaipur, Mumbai, Shimla and Agra, the city of the Taj Mahal. Globally our outlook is positive with 34 hotels (8,000+ keys) scheduled to open in the next 36 months, nine of which will be in Asia. 

With the majority of our properties being city hotels in Asia, and with Fairmont Bangkok and Fairmont Hanoi slated to open in 2024, it is safe to say that we have seen a continued demand for city hotels from both business and leisure travelers in the region. We plan to leverage this by strengthening our already established MICE offering – the new Fairmont Bangkok Sukhumvit will be the first fully integrated luxury MICE hotel in Thailand, for example, offering extensive meeting facilities to meet the needs of a new era of luxury events. 

In terms of future growth, we have our eye on key city destinations like Ho Chi Minh and Kuala Lumpur, and also plan to expand our luxury resort offering in locations like Bali, Phuket and the Philippines.

We plan to also expand the golf hotel segment and with around 17% of the world’s golf courses located in Asia, it’s naturally going to be a region we look very closely at. We currently have close to 20 golf hotels around the world, so with it being a big focus for us as we go forward we anticipate that number will grow quite quickly. 

To grow the number of aficionados, Fairmont will actively seek to attract and engage the modern traveler by offering unique and personalized experiences, catering to diverse audience segments such as Gen Z, Social Culturalists, HENRYs*, and Digital Nomads. Personalization will be a key aspect of the Fairmont experience, ensuring that each guest feels valued and special. Naturally, we will continue our ongoing mission of turning moments into memories, making Fairmont hotels a home away from home for our loyal guests. 

T+L SEA:  What are some important trends that you’re seeing in hospitality and how does Fairmont plan to capitalize on these? 

Yigit Sezgin: It is apparent that in today’s landscape, travelers are looking for unique experiences, to plan “bucket list” travel experiences that they’ll never forget, and this affects the whole decision-making process of choosing the destination and hotel. 

Wellness travel is a growing trend, and we are noticing it this summer. Some travelers are looking for a weekend getaway; others are planning their vacation around a wellness retreat (yoga, hiking, horseback riding). Fairmont will continue to put wellness and wellbeing as a priority within our hotels, whether through our Fairmont Fit programs, or future partnership with like-minded brands, while continuing to exceed in providing top notch amenities.  

Sustainability, which has become the norm rather than the exception, remains a top priority for travelers and for Fairmont. As shared above, many of our hotels have received recognition for their food waste management, water management, decarbonization, coral conservation and bee programs to name just a few initiatives.

Culinary creativity also remains a top trend and often now a reason for travel. Especially with the younger generation, we’re seeing guests who have traveled to and are staying in a certain location for a particular restaurant or culinary experience. We’re very conscious of this trend and staying ahead when it comes to our culinary offering globally. Fairmont features some of the most recognized restaurant addresses worldwide, for instance our Michelin three-star chef William Bradley at Addisson Restaurant at Fairmont Grand Del Mar or the Savoy Grill at The Savoy in London. 

Lastly, we can’t not mention artificial intelligence (AI) and the potential it has to revolutionize the guest experience in the coming years. AI can provide more personalized and efficient service through the use of recommendation engines, smart room technology and by automating repetitive tasks. It can enable automated check-out, monitoring and prediction of maintenance needs in hotel rooms, forecasting demand and adjusting room availability and more – all of which will enable our staff to spend more focused time with guests to enhance their overall experience. Given Fairmont’s focus on digitalization, this is something we’re currently exploring to integrate into our operations.

Based on the fact that today’s travelers are looking for experiential luxury, whether through wellness, sustainability or dining, we are actively working on launching and activating an entertainment division to make sure our hotels are at the center of our community, so our guests enjoy the destination at the same time as staying within our hotels. 

Experiential luxury has always been at the heart of the brand, with historic events taking place in our hotels. We will continue to build on this legacy and continue to make sure our guests receive unparalleled service that exceeds expectations. 

T+L SEA:  In recent years, we have seen luxury brands diversify their offerings to include new experiences such as developing branded residences, luxury cruises, flights, etc… Does Fairmont see opportunities to develop/add complimentary services and experiences to its portfolio?

Yigit Sezgin: Certainly, we are always open to considering new possibilities! As our brand continues to expand globally, and people rediscover the allure of experiential travel, the concept of taking the Fairmont experience beyond the hotel room is an intriguing idea that we are receptive to exploring. We are committed to providing exceptional hospitality and continuously seeking innovative ways to create memorable guest experiences.

One of the existing opportunities that we plan on capitalizing on is through our golf offering. Spanning unforgettable locations, Fairmont golf courses are located in some of the most spectacular destinations in the world, from panoramic mountain views in Banff National Park to the subtropical setting in Bermuda with stunning views of the Atlantic Ocean to the rugged oceanic coast of St. Andrews, Scotland, where the game was born. We currently manage 10 golf courses and 16 golf hotels that generate over 200,000 rounds booked per year. 

Article sponsored by Fairmont Hotels & Resorts.
Images courtesy of Fairmont Hotels & Resorts and Accor.

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