The Evolution of Luxury Hospitality: Insights from Omer Acar
A Global Journey in Hospitality
Omer Acar’s journey through the luxury hospitality landscape is as diverse as the brands he now leads. With a solid educational foundation from Hotel Institute Montreux and Hawaii Pacific University, complemented by a certificate in Hotel Real Estate Investments and Asset Management from Cornell, Acar quickly established himself as a dynamic operator with a global perspective.
His career began with Four Seasons, where he held pivotal operational roles across the United States and Egypt. In 2005, he transitioned to London as the Group Director of Food & Beverage at Harrods. A year later, he became the General Manager of The Ritz Paris, followed by a significant role at the Royal Monceau – Raffles Paris in 2011, overseeing one of the city’s most iconic hotels.
In 2014, Acar took on the role of Managing Director for Europe and the Americas at Katara Hospitality, managing an impressive portfolio of 18 landmark properties, including The Plaza in New York and The Peninsula Paris. By March 2023, he had ascended to one of the most influential positions in hospitality, becoming the CEO of Raffles & Orient Express at Accor, while also serving on the Group’s Luxury & Lifestyle Executive Committee. Now based in New York City, Acar represents Accor across the North American market.
In January 2024, his responsibilities expanded further as he was appointed CEO of Fairmont Hotels & Resorts, placing him at the helm of some of the world’s most prestigious luxury hotel brands. Here, he shares his insights on the current luxury market.
Balancing Heritage and Innovation at Raffles
Raffles is synonymous with luxury, and Acar emphasizes the importance of balancing the brand’s rich heritage with the needs of modern travelers. "At Raffles, we see heritage not as a constraint but as a foundation for innovation," he explains. The focus is on understanding what has made Raffles beloved over time and reinterpreting those qualities in a way that feels bold and culturally relevant.
Vision for Raffles: Past, Present, and Future
When Acar first took the helm at Raffles, his immediate vision was to protect the brand’s essence—its elegance, impeccable service, and cultural connection—while reimagining it for a new generation. His approach centers on storytelling, culturally immersive experiences, and purposeful growth in captivating destinations. Looking ahead, he envisions Raffles continuing to set the standard for thoughtful luxury, where heritage and innovation coexist harmoniously.
The Future of Fairmont
Fairmont is entering a transformative phase, honoring its legacy while embracing contemporary luxury. Acar sees the brand expanding into vibrant global destinations, focusing on architecture, design, and experiences that reflect local spirit. Sustainability, wellness, and community connection will play central roles in Fairmont’s evolution, ensuring it remains a symbol of grandeur and community engagement.
What Sets Raffles Apart
In a saturated luxury market, Raffles distinguishes itself through unforgettable experiences that transcend mere opulence. Since its inception in 1887, personalized service has been the hallmark of the brand. Each hotel offers an intimate experience with residential-style design, making every stay feel like a private sanctuary. Raffles’ all-villa resorts in Sentosa, Bali, and Bahrain provide an added layer of privacy, appealing to guests seeking an exclusive escape.
Strategic Expansion
Raffles is intentional about its growth, choosing locations that offer cultural depth and history. Each new destination must contribute something distinctive and long-lasting, rather than simply adding another address. Recent expansions into cities like London, Doha, and Boston reflect this approach, prioritizing substance over scale.
Emerging Markets and Opportunities
Beyond major cities, Acar sees potential in secondary cities and emerging destinations rich in culture and demand for high-end travel. Recent property signings in Lake Como, Los Cabos, and Shanghai exemplify this strategy, focusing on creating unique, locally grounded luxury experiences.
Meeting the Evolving Luxury Traveler
Today’s luxury travelers seek more than opulence; they desire meaning, personalization, and connection. Raffles is evolving to meet these demands by offering experiences that are personal, place-driven, and emotionally resonant. Storytelling is central to this approach, creating moments that linger in guests’ memories.
Defining Timeless Luxury
Acar defines "timeless luxury" as a thoughtful experience that prioritizes quality, emotional depth, and relevance. Raffles embodies this through attentive service, design that reflects its surroundings, and a pace that encourages guests to savor their experiences.
The Role of Storytelling
Storytelling is integral to the Raffles guest experience, shaping memories and connections. Every detail, from design to personalized service, is crafted to evoke emotion and create a layered journey that feels intentional and unique.
Sustainability and Authenticity
Sustainability and local authenticity enhance, rather than compromise, the grandeur associated with Raffles. The brand integrates responsible practices into its architecture, materials, and partnerships with local artisans, creating beauty with purpose.
The Essence of Raffles Design
Each Raffles hotel is uniquely designed to evoke elegance and inspiration. Guest rooms and public areas reflect the destination’s character, utilizing local materials and storytelling to create an intimate atmosphere that feels like a grand home.
Preserving Mystique and Intimacy
As Raffles scales, maintaining personalized, discreet service is paramount. Acar emphasizes the importance of authenticity and exclusivity in every guest interaction, ensuring the warmth and charm of the brand remain intact.
Legendary Service and Training
Raffles’ butler program is renowned for its intuitive care, achieved through rigorous training that blends tradition with personalized mentorship. The "Butler Did It" campaign has modernized the brand’s narrative, celebrating the butler’s role in crafting memorable experiences.
Balancing Technology and Human Touch
While technology enhances efficiency, Acar believes the human touch is irreplaceable. Raffles integrates tech to support staff, allowing them to focus on personalized service and meaningful interactions, ensuring warmth and discretion remain at the forefront.
Trends in Luxury Travel
Acar identifies hyper-digitization as an overhyped trend, emphasizing that authentic human connection is irreplaceable. Conversely, the demand for meaningful, immersive experiences rooted in local culture is a lasting trend reshaping luxury travel.
The Future of Luxury
The future of luxury lies in balance, embracing both bold and subtle expressions to meet diverse guest desires. Enduring luxury is about meaningful experiences and authentic quality that resonate personally, with successful brands adapting fluidly to create relevant and timeless offerings.
Changing Guest Expectations
Today’s discerning guests prioritize authenticity and personalized experiences, seeking deeper connections with local culture and sustainability. This shift challenges luxury brands to be more creative and attentive, ensuring every stay feels exclusive and enriching.
The Concept of Home
For Acar, "home" transcends physical space, rooted in the people who provide a sense of belonging. Raffles aims to create experiences that evoke this feeling of home, offering guests a sanctuary where they can relax and be themselves.
Non-Negotiables in Luxury Hospitality
Acar identifies three non-negotiables for every hotel room: impeccable comfort, thoughtful personalization, and flawless functionality. These essentials uphold the highest standards of hospitality, ensuring every guest enjoys a luxurious experience.
As the luxury hospitality landscape continues to evolve, leaders like Omer Acar are redefining what it means to offer exceptional service and unforgettable experiences. With a focus on heritage, innovation, and meaningful connections, brands like Raffles and Fairmont are poised to thrive in the ever-changing world of luxury travel.
