As reported in its Luxury Insights Report: Stewardship of Iconic and Historic Buildings, a research-led, data-driven report, Fairmont Hotels & Resorts found that travelers expect cultural immersion, emotional connection, and place identity when seeking out a luxury travel experience.
“Luxury guests are not only looking for warm and engaging service when traveling to world-class destinations, they are also following their hearts,” says Jane Mackie, vice president of the Fairmont brand. “The emotional connection guests feel to each of our hotels is unique—whether it’s finally crossing off a bucket list trip, exploring a new destination, or celebrating a milestone event.”
The report incorporated research from multiple sources, including a brand-first ethnographic study conducted by Weinman Schnee Morais, and data from market research firm YouGov. Guest feedback at Fairmont properties was also generated using a combination of insights gathered from 6,559 Fairmont guests in 2015 and 12,736 Fairmont guests in 2014, as well as an in-depth, ethnographic research study comprising 10 guests in 2015.
The report found that hotels with rich histories allow guests to feel as though they are part of something meaningful, important, and enduring; that luxury travelers value experience over commodities; and finally, that in 2015, 38,000 “history lovers” stayed at more than one of Fairmont’s historic properties.
Fairmont currently operates more than 70 heritage properties in its luxury portfolio. The brand is committed to restoring and preserving historic buildings, while at the same time providing the latest guest amenities. It has renovated or restored more than 80 percent of its North American luxury properties in the last few years, including the Claremont Club & Spa in Berkeley, California, by Los Angeles-based KNA Design and Gensler, and the Fairmont Le Château Frontenac in Quebec City by New York’s Rockwell Group.
The brand currently has more than 40 new developments underway in Europe, North America, the Middle East, and China.
