Fairmont Hotels & Resorts — August 14, 2023
In short: Fairmont introduces new guest experiences under Special Happens… program across its global portfolio.
[Paragraph 1 — THE NEWS: 70 words] Fairmont Hotels & Resorts has launched a new set of guest experiences under its Special Happens… program, spanning nature, culture, dining and after-dark activities at selected destinations. The collection includes six new experiences grouped into four categories: After Dark, In the Wild, Around the Table and In the Spotlight. The program focuses on activities linked to local culture and environments at destinations such as Fairmont Beijing, Fairmont Jasper Park Lodge, and others. Wellness and spa experiences are among the activities offered.
[Paragraph 2 — INDUSTRY CONTEXT: 70 words] This initiative falls under Fairmont’s commitment to immersive travel experiences, complementing its existing portfolio of curated activities. While Fairmont is pioneering this program, similar offerings exist from competitors like Marriott International’s “Inspired by Local” and Hilton’s “Local Flavor” programs, which also emphasize cultural immersion. The new experiences are available at select Fairmont properties starting September 2023, with further details to be announced.
TMCs managing Asian and Canadian accounts should prepare to offer these unique experiences to their clients, as they provide differentiated value propositions that align with the growing demand for authentic, culturally rich travel. Airport lounge operators in these regions may also consider partnering with Fairmont to enhance lounge offerings with these exclusive experiences. The program is set to launch in September 2023, giving travel professionals ample time to integrate these offerings into their itineraries.
What is the Special Happens… program?
A series of curated guest experiences focused on nature, culture, dining, and after-dark activities, designed to offer immersive local adventures at Fairmont properties.
Which travel trade segments does this affect?
This primarily impacts TMCs, destination marketing organizations, and luxury travel agents managing accounts in Asia and Canada, as well as airport lounge operators in these regions.
When does this take effect?
The program officially launches September 2023.
Reference:Source.
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