leader in the global hospitality industry, Fairmont Hotels & Resorts is a celebrated collection of 59 distinctive hotels, which includes iconic landmarks like The Fairmont San Francisco, Fairmont The Norfolk, Nairobi and Canada’s Fairmont Banff Springs and more than 20 new properties in development, including London’s The Savoy and the Fairmont Peace Hotel in Shanghai re-opening 2010 following extensive restoration programs. Fairmont hotels are one-of-a-kind properties where sophisticated travelers can discover culturally rich experiences that are authentic to the destination. Situated in some of the most exclusive and pristine areas in the world, Fairmont is committed to responsible tourism and is an industry leader in sustainable hotel management with its award-winning Green Partnership program. A leader in the global hospitality industry, Fairmont Hotels & Resorts is a celebrated collection of 59 distinctive hotels, which includes iconic landmarks like The Fairmont San Francisco, Fairmont The Norfolk, Nairobi and Canada’s Fairmont Banff Springs and more than 20 new properties in development, including London’s The Savoy and the Fairmont Peace Hotel in Shanghai re-opening 2010 following extensive restoration programs. Fairmont hotels are one-of-a-kind properties where sophisticated travelers can discover culturally rich experiences that are authentic to the destination. Situated in some of the most exclusive and pristine areas in the world.

1. a guide for global sellers
Understanding
our brands

2. Three distinct brands
Three distinct brands, Fairmont, Raffles and Swissôtel, have combined
to provide the world’s finest accommodations for discerning travellers —
giving your customers easier access to more destinations. This document
outlines and clarifies our three brands, enabling you to better serve your
customers’ needs.
The word “brand” means different things to different people. In the
context of this document, brands are what is known about our companies
on the basis of name alone. Each brand describes the common culture
that we seek to create with our audience—where reputation and customer
experience meet. It encompasses style, tone, market position, attributes
and customer promise.
Elegant accommodations and impeccable service in the world’s finest
destinations are elements that all of our brands share. However, our three
brands also maintain their identities and traditions: Fairmont as a landmark
presence integrated into its community; Raffles as sophisticated luxury
with residential charm; and Swissôtel as personalized efficient service within
a contemporary ambience.

3. Our history
1885 1888 1980 1991 2000 2006
Hamilton Princess (Princess Banff Springs Hotel Swissôtel begins operations. Restored Raffles Hotel reopens CP Hotels merges with Fairmont joins Raffles
Hotels) opens in Bermuda. (CP Hotels) opens in Canada. in Singapore. Fairmont Hotels. and Swissôtel.
1887 1907 1989 1998 2001
Raffles Hotel (named after The Fairmont San Francisco opens. Raffles Hotels & CP Hotels merges with Raffles merges with Swissôtel.
Sir Stamford Raffles, the founder Resorts forms. Princess Hotels.
of modern Singapore) opens
in Singapore.
Fairmont Raffles Hotels International was formed in 2006 and comprises Fittingly, given its modern approach, Swissôtel began operations nearly a
three brands, Fairmont, Raffles and Swissôtel. century later, opening in 1980 as a partnership between SwissAir and Nestlé.
After 20 years of operation, Swissôtel merged with Raffles, followed in
Both the Fairmont and Raffles brands have roots in the 1880s, in Canada
2006 by Fairmont, thereby creating Fairmont Raffles Hotels International.
and Singapore, respectively. The first Raffles hotel, named after Sir Stamford
Raffles, opened in Singapore in 1887. Canadian Pacific (CP) Hotels opened
the Banff Springs Hotel in 1888, and later acquired Princess and Fairmont
hotels, adopting the Fairmont name for its international appeal.

4. Fairmont Hotels & Resorts:
About the brand
Fairmont Hotels & Resorts, with locations around the world, includes
historic icons, elegant resorts and modern city-centre properties. Most
Fairmont hotels and resorts are equally suited to business and leisure travel.
The company is active in the areas of acquisition and development. With its
rich, storied history, Fairmont imparts a strong sense of tradition in all of its
properties; even new developments are poised to become tomorrow’s landmarks.
City-centre hotels offer guests ready access to the action of business
districts as well as the local urban culture. Resorts are situated in some of
the most breathtaking and pristine areas in the world, offering inviting
beaches, challenging golf courses and exhilarating mountain skiing.
Fairmont Gold, available at select properties, offers an exclusive lifestyle
hotel experience, characterized by a private floor (or floors) and the highest
level of personalized service.
Programmes include:
• Fairmont President’s Club—guest recognition and personalization
• ResPlus—rewards for corporate reservation-makers
• Famous Agents—rewards for travel agents
• Ovation Rewards—packaging for corporations that provide travel
as an employee incentive
• Green Partnership programme —environmental initiatives, including
Eco-Meet green-meeting and conference-planning options

5. Fairmont Hotels & Resorts:
Brand promise, dimensions and tone
“Turning moments into memories for our guests” is Fairmont’s brand promise.
This promise is kept by bringing to life our three brand dimensions:
Authentically local: Fairmont gives itself to local cultures by creating an
atmosphere—through decor, food & beverage, uniforms and other details—
that celebrates the essence of every destination. Colleagues act as local
ambassadors, offering advice on the best the region has to offer. The guest
is left with an overriding sense that they have actually experienced the
destination, rather than a hotel that has been imposed on a place.
Unrivalled presence: Fairmont’s presence is much more than physical—
it is also each hotel’s reputation and assertion of character. Our distinctive
properties are often the first choice for meetings of world dignitaries,
elegant galas and celebrating life’s special moments. Many are regional
landmarks, both historic and modern, made extraordinary through unique
architecture, expressive decor and magnificent artistry. And many more
lead their communities in environmental and social causes.
Engaging service: Fairmont looks at every customer interaction
as an opportunity to create a memorable experience and build a lasting
relationship. Every guest is offered a warm welcome and is made to feel
special, valued and appreciated. Needs are anticipated, and the service is
thoughtful, proactive and personalized.
Fairmont honours the value of great memories, and we are dedicated
to providing our guests with the best a destination has to offer.
While all properties are elegant and sophisticated, the overall tone of
Fairmont is understated and approachable.

6. Fairmont Hotels & Resorts:
At-a-glance
Statistics
Average size: 430 rooms
Number of hotels and resorts: 56
Properties under development: 23
Year founded: 1907
First property: San Francisco, California
Positioning
Market positioning: Luxury tier
Market segments: All: group, tour, leisure, business
Style: Varied: historic to modern, but always landmark
Tone: Understated and approachable
Competitive brands
InterContinental, JW Marriott, Shangri-La
Programmes
Guest loyalty programmes: Fairmont President’s Club
Corporate booker programmes: ResPlus
Incentive programmes: Ovation Rewards
Travel agent programmes: Famous Agents
Environmental programmes: Green Partnership (including Eco-Meet)

7. Explaining the Fairmont brand
Our three brand dimensions are best interpreted and explained through Engaging service
concrete examples. Some sample talking-points follow. Every colleague looks for ways to build a lasting relationship with
a guest, through:
Authentically local • An inviting, sincere welcome (i.e., making the guest feel special, valued
In every one of our locations, we work to channel the character of the and appreciated)
region, to enrich the guest experience. We do this through details such as: • Genuine, anticipative and personalized attention to the guest’s needs
• An atmosphere that celebrates its origin (e.g., meeting rooms named after (neither too obtrusive nor too formal)
famous American historical figures at The Fairmont Washington, D.C.) • Excellence at every touch point, from reservation to checkout
• Experiences that reflect the essence of the place (e.g., a private tour of • Thoughtful, charming ways to enrich the guest experience (e.g., through
Central Park at The Plaza; a balloon safari excursion at Fairmont Mara personalized programmes and partnerships with other brands).
Safari Club)
• Colleagues who are local ambassadors, offering informed advice on the In the words of our guests
best of the region. On being authentically local:
“It’s never generic — if I’m at Fairmont Singapore, the whole atmosphere
Unrivalled presence is Singapore. When I’m at The Fairmont Copley Plaza, it’s all about Boston.
Certainly, our properties, whether new or historic, boast a distinctive The food, the decor, the uniforms — everything — make me feel that I’m
physical presence and one-of-a-kind stature. But unrivalled presence also getting the full experience of the place.”
includes qualities such as:
On having unrivalled presence:
• Social significance (e.g., a glamorous ambience; the place for social occasions
“The Fairmont in my city is the pinnacle of the social scene. It has been
in the community)
part of just so many great memories for my family. My parents were
• Reputation in the market-place (e.g., where prominent meetings, such as G8,
married there, I was married there, and now we’re planning my daughter’s
are held)
wedding there.”
• Leadership in the community (e.g., deeply involved in local social and
environmental causes) On offering engaging service:
• Landmark locations — properties that are not simply a place to stay, but are “Every time I arrive at a Fairmont, they know I want to be on a high floor
the actual reason to visit the destination. and away from the elevators. I never have to ask for it; they just know.”

8. Raffles Hotels & Resorts:
About the brand
Raffles Hotels & Resorts epitomizes enchanting experiences, embodying
global sophistication and residential charm, imbued with heartfelt service.
Creating sensory journeys and bringing captivating discoveries, Raffles is
where guests arrive as residents, leave as friends and return as family.
The Raffles brand caters to leisure and business travellers who celebrate
the finer things in life; we are consistently ranked among the world’s top-10
hotel brands in the annual Condé Nast Traveler Business Travel Awards.
Raffles hotels are found in destinations renowned for sophisticated living
and lifestyle, in city centres or other prime locations. Resorts are found
in some of the world’s most desired destinations—on award-winning islands
and captivating beach fronts, adjoining a designer golf course or against
a backdrop of untouched nature—and maintain a deep respect for their
environment. Each property is unique, intimate and exclusive, and exudes
a strong essence of place with a seamless blend of culture and tradition;
the result is a complete sensory experience. Every guest is made to feel like
a resident and is referred to as such.
Programmes include:
• Raffles Ambassadors—by-invitation-only privileges for our valued guests
• ResPlus—rewards for corporate reservation-makers
• Famous Agents—rewards for travel agents
• Ovation Rewards—packaging for corporations that provide travel as an
employee incentive
• Raffles REACH —“Rendering Encouragement, Assistance, Care and Hope”
programme contributing to the arts, charity and the environment

9. Raffles Hotels & Resorts:
Brand promise, dimensions and tone
The brand promise of Raffles is “Arrive as residents, leave as friends, return
as family.” This promise is kept by living out our three brand dimensions:
Heartfelt: Beyond simple courtesy and efficiency, we take personal pride
in caring for our residents, providing service that is refreshingly attentive,
yet unobtrusive, like a gentle breeze. Residents’ preferences, habits and
needs—from left-handed dining to favourite hobbies—are observed, noted
and remembered for future visits. Personal butler service is provided at
most destinations. Greetings and services are often customized to reflect
the region’s unique culture.
Enchanting: From the imperial grandeur of a heritage hotel to the
stunning splendour of a new landmark, from serene sanctuaries to inspiring
celebrations, we seek to engage our residents through sensory journeys,
captivating discoveries and enriching inspirations—epitomizing enchanting
experiences. Every touch point—location, foliage, architecture, decor,
artefacts, uniforms, cuisine and people—creates a story and a sensory
experience that will provide a lifetime of memories.
Residential: Raffles defines global sophistication and residential charm in the
world’s most interesting locations. Spacious, comfortable rooms and abundant
private spaces—garden alcoves, libraries and drawing-rooms — feature
detailed, artistic touches that define a sense of place. With every experience
personalized, our residents luxuriate in exclusive, intimate environments.
Raffles is a brand that never shouts. It is characterized by gracious
undertones of sophistication, enchantment and privilege.

10. Raffles Hotels & Resorts:
At-a-glance
Statistics
Average size: 150–250 rooms (urban); 80–150 rooms (resorts)
Number of hotels and resorts: 8
Properties under development: 14
Year founded: 1887
First property: Singapore
Positioning
Market positioning: Luxury Transient tier
Market segments: All: leisure, business, small/VIP group
Style: Sophisticated, luxurious and elegant
Tone: Exclusive and privileged
Competitive brands
Four Seasons, Mandarin Oriental, Peninsula,
Ritz-Carlton, St. Regis
Programmes
Guest loyalty programmes: Raffles Ambassadors
Corporate booker programmes: ResPlus
Incentive programmes: Ovation Rewards
Travel agent programmes: Famous Agents
Corporate social responsibility programmes: Raffles REACH

11. Explaining the Raffles brand
Our three brand dimensions are best interpreted and explained through Residential
concrete examples. Some sample talking-points follow. We personalize every resident’s experience, with details such as:
• Spacious, comfortable rooms with large beds, hardwood floors, 24-hour
Heartfelt room service, wireless Internet access and reading materials
Heartfelt service is provided through details such as: • Abundant private spaces and reading areas with all-day coffee, tea and snacks
• Discreetly respecting residents’ privacy (e.g., wedging a toothpick insignificantly • Personalized details (e.g., addressing resident by name; assignment of
into the guest-room door, so the employee can know when the resident is in or out) favourite room; bathrobes with initials embroidered; and favourite ice-cream
• Delivering personalized attention, genuine care and adaptability to residents’ for children)
preferences and needs (e.g., keeping a centralized profile of repeat residents, • Thoughtful touches that define a sense of place (e.g., carpets made of Chinese
with details such as favourite music; shifting cutlery for left-handed residents) silk and cotton in Raffles Beijing Hotel).
• Reflect each destination through special touches (e.g., a traditional greeting
of Arabic coffee and dates upon arrival at Raffles Dubai) In the words of our guests
• Intuitively anticipating needs (e.g., complimentary cold towels, novels and On offering heartfelt service:
magazines, mineral-water spray and smoothies by the pool at Raffles Canouan). “Even when you didn’t require anything, you had the sense that staff—across
the board—were keen on making sure that you were being well attended to;
Enchanting they listened to you. They were just lovely. They were not intrusive at all.
Raffles creates enchanting experiences by offering: From beginning to end, the service was outstanding.”
• Awe-inspiring architectural designs as well as artefacts and decor with stories
On providing an enchanting experience:
to tell (e.g., the pyramid-shaped, Egyptian-themed Raffles Dubai; Personality
“Go to Raffles and something special will happen. Go to the others and
Suites named after famous people who have resided at the hotels; ceilings in
you will see the world, but it will be just like any other hotel. On my
Restaurant Le Royal in Phnom Penh that replicate those of the Royal Palace
38th anniversary, the chief butler arranged rose petals in the shape of big
dining-room—which were hand-painted by Assasax, royal painter for the king)
hearts on the bed. My wife was very touched. She will certainly remember
• Intimate and magical touches that make a difference (e.g., private dining
that enchanting moment for a long time.”
on the elevated 13th golf hole, with a panoramic view of the Caribbean Sea)
• Captivating, sensory experiences, such as Raffles Wine, Food & Arts Experiences On creating a residential atmosphere:
(e.g., featuring Michelin-star chefs and renowned vintners, plus elements “You have a busy life, constantly thinking and working. But when you arrive
such as visual art and music) and Raffles Revelry events (e.g., Il Divo at at a Raffles hotel, you say to yourself, ‘I can rejuvenate; I can pick up.’
Raffles Canouan; Jose Carreras singing with a full orchestra, with the Angkor The peace, being so quiet and serene that I can hear myself, is so wonderful.”
temples as a backdrop).

12. Swissôtel Hotels & Resorts:
About the brand
Swissôtel Hotels & Resorts has locations throughout the world, in destinations
as diverse as Chicago and Osaka, London and Lima. Our brand is characterized
by the concept of “Swissness”: the successful fusion of authentic Swiss cultural
references, such as the fresh spirit of the Swiss Alps and world-renowned
Swiss hospitality, with individual local styles and icons—a creative, modern
approach. The latest technologies fused with solid natural materials provide
enjoyable architectural features and surprising ambiences. In addition, we
embrace our corporate responsibility for sustainable development as a core
part of our business; we hold ISO certification for quality and environment
management and occupational health and safety.
Our deluxe city hotels, which constitute the majority of the Swissôtel portfolio,
are located in gateway destinations throughout the world—usually in the
midst of the commercial or business district, with excellent public-transport
links. Ideal for both leisure and business travellers, many boast extensive
facilities, such as tennis courts, a fully equipped fitness centre, a spa and
a swimming-pool, as well as meeting rooms, and conference and business
centres. Swiss Executive Club, available at select properties, provides a
private floor and exclusive lounge.
Programmes include:
• Club Swiss Gold—guest recognition and personalized services
• ResPlus—rewards for corporate reservation-makers
• Famous Agents—rewards for travel agents
• Ovation Rewards—packaging for corporations that provide travel
as an employee incentive

13. Swissôtel Hotels & Resorts:
Brand credo, attributes and tone
“A passion for perfection” is our credo, a belief that influences everything
we do. The Swissôtel brand draws its distinction from unique attributes
entrenched in our Swiss heritage:
Excellent quality: Swiss architecture is respected worldwide for its modern,
clean and practical solutions. We use traditional materials interpreted in a
modern way and an unexpected context or form. Design icons and exclusive
partnerships are a transmitter of Swiss quality within the hotels. The quality
of our food & beverage offerings has ensured that many of our restaurants
have become destinations in their own right.
Genuine hospitality: Swiss hospitality and innovation have long been
synonymous. Switzerland became the holiday playground of Europe in
the mid-nineteenth century, as guests flocked to the Swiss countryside
for its stunning mountains, crystal-clear lakes, unspoiled nature and what
has subsequently become the famous Swiss hospitality. Our service is
efficient and discreet throughout the hotel, and our aim is to consider
every detail in advance. Our ambience, while warm and friendly, is clean,
uncluttered and understated.
Intuitive reliability: At Swissôtel, we have a great attitude, with reliability
and responsibility at the forefront of our minds. Our team shares a diligent and
entrepreneurial mindset, ensuring that individual guest needs are anticipated
and exceeded. Our sustainability program ensures that we are a responsible and
reliable addition to every community in which we operate.
The overall tone of Swissôtel is that of deluxe accommodation, provided in
a contemporary setting, with professional and hospitable service.

14. Swissôtel Hotels & Resorts:
At-a-glance
Statistics
Average size: 350 rooms
Number of hotels and resorts: 28
Properties under development: 4
Year founded: 1980
First property: Zürich
Positioning
Market positioning: Deluxe tier
Market segments: All: group, tour, leisure, business
Style: Contemporary, understated design with
local character
Tone: Warm, uncluttered and practical
Competitive brands
Hilton, Hyatt, Kempinski, Marriott,
Sheraton, Westin
Programmes
Guest loyalty programmes: Club Swiss Gold
Corporate booker programmes: ResPlus
Incentive programmes: Ovation Rewards
Travel agent programmes: Famous Agents
Corporate social responsibility programmes: Formal, company-wide sustainability policy

15. Explaining the Swissôtel brand
Our brand attributes are best interpreted and explained through concrete • Fostering a passionate desire in all staff to tackle every task with diligence
examples. Some sample talking-points follow. and not to accept any standard other than perfection
• Each member of staff working to anticipate guests’ needs
Excellent quality • Management actively encouraging and responding positively to
Excellence in quality is intrinsic throughout Swissôtel, accomplished by: service-improvement ideas and solutions from all team members.
• Employing design icons and exclusive partnerships, from the in-room
Nespresso coffee makers to the Hublot clocks in the foyers In the words of our guests
• Having a concept of “honest materialization,” using, wherever possible, On offering excellent quality:
natural and authentic materials in design and construction—what looks “Everything at Swissôtel was perfect. The property was immaculately
like stone is stone; what looks like wood is wood clean, very well designed and stylish; the rooms were bright and airy
• Using traditional materials in a modern and unexpected context with wonderful beds and bedding. Some of the amenities I didn’t even
• Offering the latest, often pleasantly surprising, amenities and facilities. realize I needed until I stayed there—I had an espresso machine, iron
and ironing-board, a cool work desk and ergonomic chair; there was even
Genuine hospitality a TV screen in the bathroom mirror.”
Genuine hospitality is accomplished through:
On delivering genuine hospitality:
• Conducting every undertaking with honesty, sincerity and warmth
“Swissôtel is a little different from the standard big-name chain hotels!
• Employing staff who ensure that every aspect of their job is carried out to
It’s a friendly place with great views of the city. The staff are more than
the best of their abilities; that they are proactive, efficient, discreet and truly
accommodating, and will take care of any need you might have. Give the
focused on providing a great guest experience
Swiss a chance to take care of you, and they will!”
• Having a general attitude of “unity, not uniformity”; no matter which
Swissôtel you visit, we represent all that is positive about Swissness. On being intuitively reliable:
“As you enter the hotel, you are greeted by a sea of welcoming faces. I would
Intuitive reliability hazard a guess that people like working here and that the management is
The attitude of intuitive reliability is shown through actions such as: good, because this was the overwhelming experience of our stay. Helpful,
• Communicating openly on sustainability issues, both corporately and friendly, smiling staff who were so enthusiastic it was infectious.”
with the local communities in which we operate—this includes working with
suppliers that embrace sustainable development and ethical standards

16. Our brands in the market-place
Peninsula
Four Seasons
LUXURY
Mandarin Oriental
TRANSIENT
Raffles St. Regis
Ritz-Carlton
InterContinental
LUXURY
Shangri-La
Fairmont
JW Marriott
Hilton Hyatt
DELUXE
Kempinski Sheraton
Swissôtel
Westin Marriott

17. Worldwide locations
Fairmont Hotels & Resorts
Fairmont Hotels & Resorts
new developments
Raffles Hotels & Resorts
Raffles Hotels & Resorts
new developments
Swissôtel Hotels & Resorts
Swissôtel Hotels & Resorts
new developments For the most up-to-date listing of our worldwide locations, please visit us at www.frhi.com

18. Brand contact information
For general enquiries about our brands, please contact:
Fairmont Raffles Swissôtel
brand marketing brand marketing brand marketing
branding@fairmont.com brandmarketing@raffles.com brandmarketing@swissotel.com
acquisitions and acquisitions and acquisitions and
de v e l o p me n t development develo pm ent
development@fairmont.com development@raffles.com development@frhi.com
For immediate enquiries, For immediate enquiries, For immediate enquiries,
please call our corporate please call our corporate please call our corporate
headquarters at headquarters at headquarters at
+1 416 874 2600 +65 6339 8377 +41 44 317 6262
Fairmont Hotels & Resorts Raffles Hotel & Resorts Swissôtel Hotels & Resorts
TD Centre 250 North Bridge Road Swissôtel Management LLC
Canadian Pacific Tower #10-00 Raffles City Tower Balz-Zimmermannstrasse 7
100 Wellington Street West Singapore 179101 CH-8302 Kloten, Zürich
Suite 1600, P.O. Box 40 Switzerland
Toronto, Ontario www.raffles.com
Canada M5K 1B7 www.swissotel.com
www.fairmont.com

19. FOR MEETINGS AND EVENTS
please contact your Global Sales Representative, e-mail
meet@frhi.com or call:
Within North America 1 866 662 6060
Direct to North America +1 506 877 3162
Within United Arab Emirates 800 311 8812
Within Saudi Arabia 800 897 1458
Direct to Middle East +971 4 437 7474
Within United Kingdom 0808 234 3287
F O R R E S E RVAT I O N S
please contact your travel consultant or call:
Fairmont Hotels & Resorts Raffles Hotels & Resorts Swissôtel Hotels & Resorts
U.S. & Canada 1 800 441 1414 U.S. & Canada 1 800 768 9009 U.S. & Canada 1 800 637 9477
Elsewhere in the world *
Elsewhere in the world *
France, Germany, Italy, U.K. &
+800 0441 1414 +800 1 RAFFLES (7233537) Switzerland 00 800 637 94771
+Prefix with your international +Prefix with your international Elsewhere in the world
+49 69 66 419 613
toll-free access code toll-free access code
(not toll free)
* Number not valid in all * Number not valid in all
countries. Should this countries. Should this www.swissotel.com
PRINTED IN CANADA (0909)
number not connect in number not connect in
your country, please your country, please
dial +1 506 863 6310 dial +1 506 870 6794
(not toll free) (not toll free)
www.fairmont.com www.raffles.com