Raffles & Fairmont Hotels CEO Omer Acar on Luxury Travel’s Next Chapter

Photo Credit: Bruno Levy

Omer Acar’s path through the world of luxury hospitality is as international as the brands he now leads. Educated at Hotel Institute Montreux and Hawaii Pacific University, with a certificate in Hotel Real Estate Investments and Asset Management from Cornell, he quickly carved a reputation as a dynamic operator with a global outlook.

He began his career with Four Seasons, holding key operational roles across the United States and Egypt, before moving to London in 2005 as Group Director of Food & Beverage at Harrods. Just a year later, he was named General Manager of The Ritz Paris, followed by a move to the Royal Monceau – Raffles Paris in 2011, where he oversaw one of the city’s most storied hotels.

In 2014, Acar joined Katara Hospitality as Managing Director for Europe and the Americas, overseeing an enviable portfolio of 18 landmark properties — from The Plaza in New York and The Peninsula Paris to the Carlton in Cannes, Rome’s Excelsior, and London icons including Grosvenor House and The Savoy.

By March 2023, he had stepped into one of the most influential positions in hospitality, joining Accor as CEO of Raffles & Orient Express and serving on the Group’s Luxury & Lifestyle Executive Committee. Now based in New York City, he also represents Accor across the North American market.

And in January 2024, his scope expanded yet again: in addition to leading Raffles, Omer Acar was named CEO of Fairmont Hotels & Resorts — a dual role that places him at the helm of some of the world’s most prestigious luxury hotel brands. Here, he shares his thoughts on what the luxury market looks like today.

Photo Credit: Romeo Balancourt

Raffles is one of the most storied names in hospitality. How do you balance honoring its heritage with innovating for the modern luxury traveler?

At Raffles, we see heritage not as a constraint but as a foundation for innovation. It starts with understanding what has made Raffles so beloved over time and identifying the emotional truths that still resonate with travelers today. We then want to reinterpret those distinct qualities in a way that feels bold, current, and culturally relevant, verses nostalgic or dated. From design to service rituals and cultural programming, we want to blend the best of the brand with the destination, but interpreted for a modern lens and with all of the comforts that our guests expect.

When you first took the helm at Raffles, what was your immediate vision—and how has that evolved? Where do you see it going in the future?

It was a great honor to take on the role of CEO of Raffles, and my goal is to protect what makes the brand so beloved—its sense of elegance and enchanted glamour, impeccable service, and deep cultural connection—while reimagining it for a new generation of luxury travelers. To do this, our team is focused on storytelling, culturally immersive experiences, and purposeful growth in the world’s most captivating destinations. Looking ahead, I see Raffles continuing to set the standard for thoughtful luxury—where heritage and innovation exist in perfect harmony and moments of magic abound.

Where do you see the Fairmont brand going in the future?

Fairmont is entering a bold new chapter—one that honors its legacy of grand hospitality while embracing a more contemporary expression of luxury. We see the brand expanding into vibrant global destinations, with a focus on architecture, design, and experiences that reflect the spirit of each locale. Sustainability, wellness, and community connection will continue to play a central role in how we evolve. Ultimately, Fairmont will remain a symbol of iconic grandeur and the vibrant heart of the communities where we operate.

What do you think sets Raffles apart in a world increasingly saturated with luxury hotel offerings?

Raffles is an incredibly special brand, and we pride ourselves on creating stays that are truly unforgettable—experiences that go beyond beautiful rooms or luxurious amenities. Since 1887, highly personalised service has been our hallmark, and it continues to define how we welcome guests today. Each hotel offers an intimate experience with residential-style design that makes every stay feel like a private sanctuary. And for those seeking an greater escape, our all-villa resorts in Sentosa, Bali, and Bahrain offer an added layer of privacy that has become especially popular. In a crowded luxury landscape, it’s this blend of intimacy, elegance, and thoughtful care that sets Raffles apart.

Raffles has been expanding beyond its historic Asian roots into destinations like London, Doha, and Boston. How do you choose where to plant the next flag?

We’re highly intentional about where we grow Raffles. Each new location must offer more than just market opportunity—it needs a sense of cultural depth, history, and potential for meaningful guest connection. We look for places where Raffles can contribute something distinctive and long-lasting, not simply add another address. London, Doha, and Boston each reflect that approach—rich in story, yet open to being experienced through a new lens. As we expand, we continue to prioritize substance over scale.

Is there a particular city or region you feel Raffles must be in within the next five years—and why?

There isn’t a singular destination we’re chasing, but rather a set of regions and markets that align with our long-term vision for growth. We’re focused on expanding in key global resort destinations where Raffles’ style of hospitality can truly shine. North America remains a priority, with several opportunities to deepen our presence in major cities and leisure markets. We’re also exploring the mountains, which would allow us to bring the brand’s spirit to an entirely new setting. Across all, the goal is the same: to grow thoughtfully, and in places where Raffles can offer something distinctive and enduring. It’s less about planting flags, and more about growing in places where the brand can truly come to life.

Are there any unexpected markets where you see real opportunity for the brand to thrive?

In addition to important gateway destinations, we’re exploring secondary cities and emerging destinations where there’s cultural richness, growing demand for high-end travel, and space for a differentiated luxury experience. We’ve recently signed properties in Lake Como, Los Cabos, and Shanghai, among others, which are destinations that each offer a unique cultural richness and a strong appetite for highly personalized, ultra-luxury travel. When we enter a market, it’s because we believe we can create something that feels locally grounded and globally relevant –for us, that’s where the magic happens.

The luxury traveler today wants more than just opulence—they want meaning, personalization, and connection. How is Raffles evolving to meet that?

Today’s luxury traveler is seeking depth, not just polish—and that’s a space where Raffles naturally belongs. We’re focusing on experiences that feel personal, place-driven, and emotionally resonant—from our legendary butler service to the way we design each property around its cultural context. Storytelling plays a central role, helping guests feel part of something more layered and meaningful. It’s about creating moments that linger—not just in memory, but in feeling. Any hotel can offer sheets with a high thread count, but moments of human connection and care is where we stand apart.

How do you define “timeless luxury” in 2025? And how does Raffles embody that?

Timeless luxury is less about formality and more about thoughtfulness—it’s the feeling of being deeply cared for in a way that’s both intuitive and personal. It’s about quality that endures, experiences that offer emotional depth, and spaces that feel both rooted and relevant. At Raffles, we honor that through service that’s gracefully attentive, design that reflects a sense of place, and a pace that invites guests to slow down and savor. It’s not about following trends, but creating moments that transcend them.

What role does storytelling—through design, service, or even scent—play in shaping the Raffles guest journey?

Storytelling is at the heart of the Raffles guest experience—it’s how we create memories, meaning, and a sense of inspiration. From the design narrative of each hotel to our highly personalized service and every thoughtful touchpoint in between, every detail is crafted to evoke emotion and connection. These elements work together to create a journey that feels layered and intentional, rather than generic. It’s not just about where you are, but how it makes you feel—and that’s the story we aim to tell.

Sustainability and local authenticity are becoming non-negotiable. How do you incorporate both without compromising on the grandeur Raffles is known for?

Sustainability and local authenticity don’t have to compete with grandeur—they can enhance it. True luxury today is rooted in responsibility and relevance, and we build that into everything from architecture and materials to partnerships with local artisans and producers. Each Raffles property is designed to reflect its cultural and environmental context in a way that feels intentional and lasting. It’s about creating beauty with purpose, and offering experiences that feel both generous and grounded.

Photo Credit: Raffles Doha

You’ve worked with iconic designers and architects. What makes a hotel design feel like Raffles?

None of our hotels are alike in design, and that’s on purpose as we want each stay to feel wholly unique. We do, however, design our hotels to evoke a sense of elegance and inspiration. Our guest rooms and suites are thoughtfully laid out to feel residential in nature, with distinct spaces for dressing, sleeping, working, and entertaining. Public areas reflect the destination’s character, brought to life through local materials, storytelling, and of course, a Long Bar at every property. Our hotels are also created to feel intimate in scale, as though you could simply be staying in the grand home of a glamorous friend.

How do you preserve the mystique and intimacy of the brand as it scales?

We maintain a deep commitment to personalized, discreet service that anticipates each guest’s needs without ever feeling intrusive—that is our signature. As we grow we are focused on staying true to our heritage of elegance and subtlety, ensuring that every interaction feels authentic and exclusive. This careful stewardship of brand values allows us to keep the warmth and charm of Raffles that our guests cherish.

Raffles is synonymous with legendary service—especially its butler program. How do you train a team to deliver that level of intuitive care? Also, ‘The Butler Did It’ campaign has resonated with so many. How has this campaign shaped the brand’s narrative, and what inspired the creative direction behind it?

Raffles trains its butler team through a rigorous blend of tradition, personalized mentorship, and immersive cultural understanding to ensure every gesture anticipates a guest’s needs with effortless grace. The focus is on cultivating empathy, discretion, and a genuine passion for service, which together create that legendary intuitive care. ‘The Butler Did It’ campaign brought this legendary service to life with a playful, modern twist, highlighting the butler’s pivotal role in crafting memorable experiences. Inspired by the idea that behind every great moment is a thoughtful, unseen hand, the campaign has strengthened the brand’s narrative by celebrating service as both an art and a secret superpower.

With the rise of AI and tech in hospitality, where do you draw the line to protect the human touch?

Technology plays a valuable role in enhancing efficiency for both guests and hotel employees, streamlining routine tasks to create smoother experiences. However, we believe the human touch is irreplaceable—true hospitality comes from genuine connection, empathy, and intuition that technology can’t replicate. We carefully integrate tech to support our team, freeing them to focus on personalized service and meaningful interactions. The line is drawn where technology starts to replace warmth and discretion, because it’s those qualities that define our brand and create lasting memories.

What’s one trend in luxury travel you think is overhyped—and one that’s here to stay?

One overhyped trend in luxury travel is the rush toward hyper-digitization—while technology can enhance convenience, it can never replace authentic human connection, which remains at the heart of true luxury. On the other hand, the growing demand for meaningful, immersive experiences rooted in local culture is here to stay. Today’s travelers seek deeper connections and stories, valuing authenticity over superficial luxury. This shift is reshaping how we create memorable journeys that resonate long after the trip ends.

In a world where “more is more” and “quiet luxury” are both prominent concepts, where do you see the future of luxury heading? Is one style more enduring than the other in your view?

The future of luxury is about balance—embracing the best of both to meet diverse guest desires. While bold, expressive luxury has its place, we see lasting value in quiet luxury’s emphasis on subtlety, craftsmanship, and thoughtful details that stand the test of time. Enduring luxury isn’t about excess, but about meaningful experiences and authentic quality that resonate personally. Ultimately, the most successful brands will adapt fluidly, blending these approaches to create luxury that feels both relevant and timeless.

How are your most discerning guests changing? What are they asking for now that they weren’t five years ago?

Today’s most discerning guests are seeking deeper authenticity and personalized experiences that go beyond traditional luxury. Unlike five years ago, they prioritize meaningful connections with local culture, sustainability, and wellness as integral parts of their journey. They want to feel seen and understood on an individual level, with experiences tailored to their unique interests and values. This shift challenges us to be more creative and attentive, ensuring every stay feels both exclusive and enriching.

As a global citizen and hotelier, what does the idea of “home” mean to you?

To me, “home” is less about a place and more about the people who make you feel grounded and connected—which for me is my family. I believe true comfort comes from that sense of belonging and warmth, no matter where you are in the world. Our role is to create spaces and experiences that evoke that feeling of home, offering guests a sanctuary where they can truly relax and be themselves. Ultimately, home is where family is, and it’s that spirit we strive to bring to every stay.

Every hotel has its must-have elements, but what are the three non-negotiables that must always be present in every hotel room you oversee, ensuring it meets the highest standard of luxury?

The three non-negotiables in every hotel room I oversee are impeccable comfort, thoughtful personalization, and flawless functionality. First, the bed must offer exceptional quality and support to ensure restful sleep. Second, small touches tailored to the guest—whether curated amenities or intuitive technology—make each stay feel uniquely welcoming and personalized. Finally, every detail, from lighting to layout, must work seamlessly to create an effortless, luxurious experience. These essentials together uphold the highest standard of hospitality. Also, good water pressure!

Photo Credit: Raffles London at The OWO

Read more on the Raffles brand here