At a time when luxury is increasingly in the eye of the beholder (or the coveter), Omer Acar is zeroing in on something more enduring: style and soul.
As Accor’s CEO of Raffles and Fairmont, Acar is leading a reimagining of two of hospitality’s most storied brands. But this is a complex balancing act atop a lavish tightrope. Acar oversees an enterprise looking to retain what’s timeless while ensuring both brands remain vital—and visible—in an era of immersive experiences, brand evangelism, and culture-driven luxury.
Plus, we haven’t even arrived at how it seems like a new luxurious competitor gets announced almost weekly in the hotel orbit.
“Fashion changes. Style remains,” Acar says. “It doesn’t have a shelf life.”
Since stepping into the role in 2023, he’s been busy doing just that.
(Raffles Singapore)
For Raffles, the evolution is both aesthetic and strategic. The brand launched a global campaign called “The Butler Did It,” blending classic service traditions with cinematic storytelling and a modern sense of wit. Directed by Trey Laird and starring personalities like Waris Ahluwalia, the campaign casts the iconic Raffles butler in a starring role—one that’s being brought to life through bespoke guest itineraries at each hotel.
“The Raffles butler has been a hallmark of the brand since 1887,” says Acar, “but here we’ve presented the experience through a modern lens with storytelling that’s cinematic, witty, and full of unexpected moments.”
The reintroduction of the storied Raffles butler service arrives amid a growth spurt for the overall brand that originated in Singapore well over a century ago. Raffles has opened new properties in London, Boston, Bahrain, Jaipur, and Sentosa (adding a sibling to the brand’s hometown). Eleven additional hotels are in the global pipeline, including Ranthambore, Lake Como, Shanghai, Tokyo, Los Cabos, and Goa Shiroda. A retail program is also in the works, with plans to launch soon.
But if Raffles is about quiet glamour, Fairmont is stepping confidently into the spotlight. Its newly launched campaign, “Make Special Happen,” leans into the idea of the hotel as a stage for shared experiences: weddings, reunions, spontaneous celebrations, and grand city moments.
“With larger properties that serve as the heartbeat of their destinations, Fairmont offers an energy and social connection that’s both inspiring and authentic,” Acar says.
The campaign marks a full-throttle relaunch of the brand’s positioning, supported by a reimagined online platform and enhanced guest-facing activations. The brand’s growth pipeline includes 27 hotels opening in the next five years across Asia, the Middle East, Europe, and North America. Fairmont Bangkok, Hanoi, Dalian, Agra, Cheshire, Mumbai, Udaipur, and the newly opened Fairmont Tokyo overlooking Tokyo Bay are all part of the next generation of the brand.
(Raffles Jaipur)
Long synonymous with heritage and timeless elegance in some of the world’s most storied cities, Raffles and Fairmont take a bold contemporary turn in Doha, where the two iconic brands converge in one of the city’s most architecturally audacious hotel openings to date.
Despite the flash of new openings and marketing campaigns, Acar’s focus often turns to the less-visible parts of hospitality — the staff corridors, the laundry rooms, and the team dining halls where service culture is shaped.
“I spend most of my time in the back of the house — the heart of the house — than in front of the house, understanding how our employees feel [and] what is their empowerment,” he says. “That’s where the journey starts.”
Design and renovation are also front and center, particularly for Fairmont, where historic properties are being updated to reflect modern sensibilities.
(Fairmont Tokyo)
“We’re learning from every renovation,” Acar says. “Some are surgical. Others are full transformations. But each one is a chance to create relevance and purpose for the next generation.”
While global expansion is in full swing, the U.S. remains a key focus — particularly for Raffles, which currently counts just one property in Boston. Acar won’t give a definitive timeline, but momentum is building.
“We are working on it,” Acar says with a smile. “Something is in the oven. Our development team is very, very busy.”
Based on the crowds clamoring for hard-to-snag reservations at Raffles Boston’s bars and restaurants, it is clear whatever U.S. city is next for expansion is in store for a buzzworthy new member of the community. “Buzzworthy” isn’t always a term that goes together with brands that are just a couple of years old — let alone ones that are each more than a century.
The butler may have done it at Raffles, but perhaps the CEO can take some responsibility for the staying power, too?
(Fairmont La Hacienda Costa del Sol)
For Acar, leading two centurion brands isn’t about nostalgia. It’s about responsible evolution. If his tenure to date is any indication, luxury’s future won’t be defined by excess or novelty. At the Haus of Raffles and Fairmont, it’s about meaning, consistency, and connection.
“Ultimately, it’s about creating a brand world where heritage and modernity don’t compete — they complement and elevate each other,” he says.
“My goal is for Raffles and Fairmont to feel like stylish siblings — distinct in personality, but united in excellence. Raffles is the quiet confidante, full of elegance and glamour; Fairmont is the vibrant host, bringing guests together in unforgettable ways. Together, they are redefining what modern luxury looks like, from moments of unexpected magic to grand celebration.”
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