Pioneering the Way: A Proud Legacy

Insights from Ms. Mansi Vagt, the Global Brand Leader & Vice President of the Fairmont Brand; and Mr. Alexander (Alex) Schellenberger, Accor’s Chief Brand Officer, on the history of the Fairmont brand, their post-pandemic plans and a road map towards sustainable luxury travel.

While no industry was immune to the effects of COVID-19, the luxury travel sector took a significant blow. With flights grounded and travellers hesitant, the mid-term prospects for many brands were uncertain. Now, as we reach a new chapter of the pandemic, voices of optimism are invaluable — voices like that of Ms. Mansi Vagt, Global Brand Leader & Vice President of Fairmont Hotels & Resorts.

‘We are living in uncertain times,’ says Ms. Vagt, via a zoom call. ‘But the future of travel is incredibly promising.’ After spending fifteen years in the luxury hospitality sector, much of it with Accor and Fairmont, Ms. Vagt has watched as luxury travel has adapted to numerous global challenges, including the financial crisis of 2011. From this unique vantage point, Ms. Vagt’s insights into the industry’s comeback are a beacon of hope, the light of which is already being seen.

‘We have this incredible century-long history at Fairmont,’ says Ms. Vagt. ’That’s something you can never replace or fabricate.’ Even before the convergence of several historic brands (Fairmont, Canadian Pacific and Princess Hotels) into one unified brand name – Fairmont Hotels & Resorts – in 1999, the Fairmont name represented some of the world’s most legendary properties. Iconic hotels under its management include The Plaza in New York and The Savoy in London – Britain’s first luxury hotel, and the hotel of choice for countless royalty, high-profile politicians and celebrities alike.

Anchored in the very foundations of luxury travel, the Fairmont brand is time-tested and strong. However, its power is composed of more than just prestige. Not only have Fairmont hotels housed the rich and famous — they’ve housed history itself. ‘Momentous events have taken place in our hotels,’ says Ms. Vagt. ‘From royal visits to John Lennon and Yoko Ono’s Bed-in For Peace. It’s who we are, it will always be a part of our DNA.’ It’s this incomparable heritage that encodes the brand’s unique identity —having a history interwoven with that of the world, and of representing hotels that are cultural centres of significance

As of 2022, Fairmont is stronger than ever, embarking on a new chapter under the umbrella of the Accor Group the brand’s parent company. With over 5300 hotels across 110 countries, Accor is a global leader within the hospitality industry, representing some of the most notable properties in the world. Accor and its portfolio of luxury brands have excelled throughout COVID-19, all the while closely monitoring a luxury travel environment in flux.

‘Accor has learned a lot over the last two years,’ says Mr. Schellenberger, Accor’s Chief Brand Officer. ‘We needed to understand what the key differences would be for luxury consumers.’ Joining Ms. Vagt on the call, Mr. Schellenberger discusses the ways in which the luxury travel sector has been moulded by the pandemic. From increased interest in wellness services to an unprecedented rise in the demand for private residences, its clear that consumer demand has evolved in many ways.

One obvious change is a renewed focus on health and safety. In response, Accor launched the ALLSAFE label throughout all its hotels, including those of Fairmont. While rigorous, hospital-grade cleaning has proven essential in resolving traveller hesitancy in the short-term, a new demand has emerged which is sure to last the long run. ‘Consumers are now more interested in meaningful travel,’ says Mr. Schellenberger. ‘They may look at taking fewer trips, but the length of stay is expected to be longer and spent in the best properties.’

This ‘quality over quantity’ philosophy has long been upheld by Fairmont, proud bastions for authentic, experiential hospitality. Whether it be in North America or Southeast Asia, Fairmont hotels celebrate and incorporate regional culture, encouraging developments that synergise with their surroundings. In turn, this corporate ethos shapes the guest experience, making for more immersive and meaningful travel. ‘It’s all rooted in local culture,’ says Ms. Vagt. ‘It’s about being a true and authentic part of that destination, being a part of that special energy that is reflected in each and every community.’

In years to come, this community-focus will prove essential for the luxury travel sector. In light of the climate crisis, global brands and consumers alike are reconsidering their role in our planetary community. Now, the sector must look inward to find new paths towards environmentally friendly development. Luckily, Fairmont is already ahead of the curve. ‘Sustainability is something which is ingrained into all of our lives now,’ says Ms. Vagt. ‘And we’re so proud to have been global leaders in this for over thirty years.’

Indeed, Fairmont has long been a pioneer for sustainability in the hospitality industry — even before it became the norm. ‘While it’s commonplace now to have a modified turndown service,’ says Ms Vagt, ‘we were the first global hotel brand to do that.’ Credited for writing multiple editions of its acclaimed Green Partnership Guide —  a blueprint for sustainable tourism used all around the world — Fairmont continually sets the standards for a new, more socially responsible luxury travel sector. 

This, in turn, empowers consumers to make more ethical travel choices. ’People vote with their wallet based on their values and beliefs,’ says Ms. Vagt. A vote for Fairmont, in that regard, is a vote for the planet. For example, the  brand operates programmes to preserve the integrity of coral reefs in locations such as the Maldives, Hawaii and Mexico, while simultaneously operating over 40 pollinator bee hotels and apiaries around the world to foster education and contribute to keeping bee species healthy and thriving.  . ‘This should absolutely be a part of luxury hospitality,’ says Ms. Vagt. ‘It’s a key belief for the Fairmont brand, and it always will be.’

The sentiment is echoed by Accor, who became signatories of the “Glasgow Declaration” with United Nations World Tourism Organization during the last COP26  — an aggressive new plan of action against climate change. ‘Both at a brand and corporate entity level,’ says Mr. Schellenberger, ‘we’re always looking for innovative ways to advance the sustainability agenda.’ From banning single-use plastics throughout all its properties to launching company-wide initiatives, Accor is committed to pursuing green-thinking and dynamic solutions.

This example was made clear by Accor’s Chairman & CEO, Mr. Sébastien Bazin, in Greece last year. Interviewed for the 5th International Hospitality Forum, he said : “Sustainability must be at the core of our investment strategies and implementations. Accor seeks to be a pioneer of sustainable and responsible hospitality and plays an active role in the communities where our hotels operate. We are also an essential economic and social force in our destinations. It is estimated that one direct job with Accor supports four people. In countries where we operate, we can have a huge social impact.”

Greece is always at the top; ‘You have certain parts of the world that are always on people’s bucket lists,’ says Ms. Vagt. We now wait to see what the next chapter of the Fairmont story will be. While we can expect great things from this pioneering luxury hospitality brand, one thing is certain: that whatever their next step will be, it will be a step towards innovation, community-mindedness and a brighter future for generations to come.

Interview released in Fortune Greece