Fairmont's Pursuit of Making Special Happen

From strategic vision to frontline reality with Omer Acar & Tom Wolfe

November 10, 2025

When Fairmont launched its signature “Make Special Happen” brand campaign, it wasn’t simply a marketing campaign, it was a celebration of the essence of Fairmont’s unique inclusive approach to hospitality, creating a true sense of belonging and meaningful moments at every guest touchpoint, honoring its century-long legacy in luxury hospitality.

Today, Fairmont’s unique capacity to design and deliver exceptional guest experiences with empathy and sincerity stands at the heart of its global growth story.

Insights from the Inside: The Spirit and Vision Behind Making Special Happen

From the vision of the executive suite to the warm, thoughtful interactions in the lobby, Fairmont’s approach is rooted in authentic hospitality, timeless elegance, and the creation of memorable experiences.

Discover the perspectives of Omer Acar, CEO Raffles & Fairmont and Tom Wolfe, America's first concierge and Director of Heritage at Fairmont San Francisco, on how spirit lives across Fairmont.

What inspired the 'Make Special Happen' campaign, and what's the deeper vision behind it?

The campaign represents a sophisticated balance between honoring Fairmont's storied heritage and positioning the brand for future growth. This duality—reverence for tradition paired with innovation—runs through every aspect of how Fairmont approaches guest experience.

Omer Acar explains the campaign's dual purpose:

Fairmont's 'Make Special Happen' campaign embraces Fairmont's heritage as host to storied celebrations, grand gatherings, and history-making moments. Fairmont hotels have long been the backdrop for some of the world's most extraordinary occasions and the campaign celebrates bringing this tradition to life for a new generation of discerning travelers. Though this first iteration of the campaign focuses on a party unfolding, it was important for us to demonstrate that making special happen isn't just about grand gatherings and events, but it's also about making every moment of every day special in its own way.

Omer Acar

CEO Raffles & Fairmont

This vision of making every moment special isn't abstract, it requires genuine expertise in reading guests and anticipating their needs. Tom Wolfe, who not only starred in the campaign but embodies its philosophy daily in his work as concierge, demonstrates how strategic thinking translates into practical magic:

I guess you could call me the 'closer' as I threw the amazing switch that lit the lamp which has our motto 'Make Special HAPPEN!!!' Making special happen? It's in the little details. For example, I introduced language flags for my staff, so that when Madeline Albright, our former Secretary of State, came to the hotel as a guest of honor at a special luncheon, Charlotte, our fantastic Concierge, who is originally from the Czech Republic, was able to greet her and escort in her native language; THAT's making special happen!

Omer Acar

CEO Raffles & Fairmont

How did you become America's first concierge, and what does that legacy mean for Fairmont's service culture?

Tom's journey to pioneering the concierge profession in America mirrors Fairmont's broader approach to hospitality innovation, identifying gaps in guest experience and creating entirely new standards to fill them. His story reveals how individual initiative can transform an entire industry.

Having worked in London (at The Ritz) and in Paris (Hotel Lancaster, at that time operated by the Savoy Group) I immediately saw that the Concierge was the job I was put on this earth for! Alas, the position, and the profession, did not exist in the USA. After working at the Fairmont San Francisco as a Duty Manager for a month, the owner, Richard Swig, came to me and asked about my European experience (yes!), if I had languages (yes!) and told me that he was wanting to start a Concierge program for the Fairmont but 'no one knows what the heck I'm talking about!!!' I replied 'I do, Mr. Swig, and I am so happy to take on that project!'

Tom Wolfe

Director of Heritage at Fairmont San Francisco

This pioneering spirit, the willingness to create something entirely new to better serve guests, continues to define Fairmont's approach across its global portfolio. What Tom accomplished for one hotel, Fairmont scales across continents, always with the same attention to local nuance and personal connection.

Omer sees this innovation in daily operations across all properties:

I have heard stories from our Fairmont General Managers about hand-drawing a map of the best beaches to find sea turtles, entertaining an antsy child who was waiting for his family to finish breakfast, or navigating to a hard to find but perfect spot to fulfill an amateur ice skater's dream of skating on wild ice.

Tom Wolfe

Director of Heritage at Fairmont San Francisco

What was the grandest event you've ever hosted in your hotel?

Very hard to answer as every event we hold is a grand one! Certainly weddings where the groom arrives on an elephant would count, but one time we had a reception in the Penthouse and former President George Bush Senior (AKA '41') was there. I was in attendance just in case the guests had any historical questions, not wearing my name tag, and when I saw 41 at the buffet table, I said 'Hello Mr. President! Nice to have you with us again!' Both he and former First Lady Barbara Bush had stayed for a week or so with us 10 years before. Without hesitation, he said 'TOM! So nice to see you again!' It was hard to believe that he remembered me after a decade, but I guess that's how you get to be President.

Tom Wolfe

Director of Heritage at Fairmont San Francisco

Yet the most profound connections often emerge from the simplest gestures, moments that require no grand stage, only genuine attention to what matters to each individual guest:

Presenting a guest with an anniversary card for their 50th, signed by all the staff who were there when they visited on their 45th – simple, yet very nice for them to place in their 'book of life'.

Tom Wolfe

Director of Heritage at Fairmont San Francisco

How does Fairmont ensure these moments of excellence are consistently delivered at scale?

Creating memorable experiences across a global portfolio requires more than individual talent, it demands systematic investment in people, processes, and culture. As Omer explains, Fairmont's approach combines the personal touch that defines luxury hospitality with the operational excellence that enables sustainable growth:

To further equip our colleagues with the right tools and training to bring this to life in our hotels – knowing our guests, listening and observing, envisioning what will make their stay extra special, in a meaningful and memorable way – we are rolling out new service culture training for all team members. This is a significant commitment worldwide, but a critical one in ensuring that our colleagues are able to deliver on our brand promise of turning moments into special memories for every guest that visits.

Tom Wolfe

Director of Heritage at Fairmont San Francisco

Behind every exceptional service moment lies preparation and expertise. Tom's mastery of protocol, developed over decades, enables him to handle any situation with confidence and grace:

I was very blessed because my two 'bibles' were Fielding's Guide to Europe and Debrett's Correct Form, the former teaching me what a Concierge was, and the latter helping me tremendously in matters of protocol, such as when Queen Elizabeth the Queen Mother came to thank me for the wonderful dinner she and her friends just had... and I replied after first bowing to her and addressing her as 'Your Majesty' – 'Ma'am, it was an honor and a pleasure to have you with us today, and we do hope you will visit us again soon.' Mission accomplished!!!

Tom Wolfe

Director of Heritage at Fairmont San Francisco

Omer, what can guests expect from Fairmont's new "Special Happens" experiences?

This Fall we are bringing the campaign to life across our hotels with the second wave of 'Special Happens...' a collection of unique offerings which immerse a guest or local into their own unforgettable experience. The opportunities thus far have included: a private helicopter trip at Fairmont Chateau Whistler, to the ancient icefields of the Pemberton Icecap where nature itself becomes your bar as Glacier meets Mixology for a unique elevated cocktail experience; a Spa Under the Stars after-hours moment at Fairmont Sonoma Mission Inn & Spa where mineral rich geothermal waters await beneath a canopy of stars at the resort’s private oasis; a Sky to Souk journey by hot air balloon with sweeping views over the remote Atlas Mountains coupled with a return journey from the Medina in a vintage car while sipping mint tea with Atlas Mountain honey, at Fairmont Royal Palm Marrakech; as well as the opportunity to create your own chocolate bar at a local cacao farm before enjoying a cacao scrub treatment at the spa at Fairmont Orchid, Hawaii.

Omer Acar

CEO Raffles & Fairmont

Bringing Make Special Happen to Life

Discover Fairmont's new collection of "Special Happens..." experiences - four unique categories designed to create extraordinary moments at every destination.

Special Happens... After Dark

From Fairmont Mumbai's pioneering Traveler's Reset spa ritual to combat jet lag under the stars; to Fairmont Mayakoba in Mexico's intimate Día de Muertos celebratory private dinner party, Fairmont transforms evening hours into extraordinary moments.

Whether floating in its swimming pool under Manila's skyline at Fairmont Makati during a moonlight silent cinema experience or enjoying an evening of suspense and sophistication in an interactive Castle Confidential evening at Fairmont Hotel Vancouver, these after-dark experiences create unforgettable memories when the sun goes down.

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Special Happens... In the Wild

From deep-sea fishing adventures at Fairmont Orchid allowing guests to catch and cook their prize ahi tuna in Hawai'i to helicopter journeys over Maui's sugarcane fields and a bespoke rum tasting at Fairmont Kea Lani, Fairmont connects guests with nature's wonders.

Whether proposing above Puerto Rico's coastline in a secluded tropical villa at Fairmont El San Juan Hotel or practicing yoga in Whistler's untouched wilderness accessible via seaplane at Fairmont Chateau Whistler, these experiences blend adventure with natural beauty for truly transformative moments.

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Special Happens... Around the Table

Fairmont transforms dining into celebratory storytelling through an exclusive chef collaboration Trilogy in Morocco at Fairmont Taghazout Bay, harvest-to-table experiences at Fairmont Singapore starting at its rooftop aquaponics farm, and romantic K-Culture inspired proposals at Fairmont Ambassador Seoul.

Whether inside a festive full-sized Gingerbread House or at the Santa Suite at Fairmont San Francisco, these intimate gatherings celebrate the power of shared meals to create lasting bonds.

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Special Happens... In the Spotlight

Step into the spotlight with Fairmont's most exclusive cultural experiences. Access the private home, typically closed to the public, of Montreux Jazz Festival's founder, Claude Nobs at Fairmont Le Montreux Palace, or immerse yourself in authentic Rajasthani village life at Fairmont Jaipur with a visit to a local potter, a home cooked lunch, camel ride through the fields and a trip to a local school.

Each journey celebrates local heritage while making guests the protagonists of their own remarkable story.

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What does Fairmont’s global expansion mean for service innovation and guest experience?

Growth means opportunity, not just to welcome new guests, but to test new ideas and raise standards for service worldwide.

Omer reflects on this pivotal moment:

With more than 28 properties in the pipeline this is a notable time of growth for the brand... This truly is a very special time for Fairmont.

Omer Acar

CEO Raffles & Fairmont

And through it all, the mission remains the same: turning ordinary moments into something extraordinary. Tom’s words are a reminder of what really defines Fairmont in the eyes of guests, whatever the location, whatever the scale:

Making the ordinary extraordinary.

Tom Wolfe

Director of Heritage at Fairmont San Francisco

Fairmont's ongoing growth is built on a culture that values both excellence and the everyday gestures that create lasting impact. As the brand evolves, its teams remain committed to turning every interaction into personal celebrations in a meaningful way, each one reflecting the true spirit of luxury hospitality. In Omer Acar's words:

This is part of our DNA and something our hotel teams are already doing, every day.