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As US Route 66 approaches its centennial anniversary, Fairmont is reimagining one of America’s most iconic road trips through a new experience-led hospitality concept spanning three destinations across the United States.
Bringing together Fairmont Chicago, Millennium Park, Fairmont Scottsdale Princess in Arizona and Fairmont Miramar Hotel & Bungalows in Santa Monica, the initiative connects Chicago to the California coast through a series of immersive stays inspired by the culture, landscapes and identity of each destination along the historic route.
Launched in early March, the journey invites guests to rediscover Route 66 through October 31, 2026.
Experience-Led Travel Rooted in Local Culture
Designed as both a standalone destination experience and a cross-country journey, the offer reflects the growing demand for more meaningful and locally rooted luxury travel experiences.
Route 66 has always been proof that the journey is the point. Every mile has a story, every stop leaves a mark, and by the time guests reach Arizona, they're not just traveling through the landscape, they're becoming part of it. That is the spirit of Route 66, and it is exactly what we set out to honor with this experience.
In Chicago, the experience draws inspiration from the city’s architectural heritage, cultural energy and sporting legacy.
In Arizona, guests are immersed in desert landscapes and outdoor adventures shaped by the spirit of the American Southwest.
In Santa Monica, the journey concludes with a celebration of California coastal living, blending relaxed glamour with the iconic atmosphere of the Pacific coast.
As the final stop along this legendary journey, we wanted the experience to truly embody both the destination and the significance of this cherished road. From viewing the final miles by air and soaring above the iconic Santa Monica Pier to exploring the coast in a private vintage car, each element is designed to transport guests back in time while immersing them in the landmarks and culture that make Santa Monica such an iconic destination.
By combining local expertise, cultural storytelling and destination-led experiences, the initiative embodies Fairmont’s approach to hospitality — creating meaningful moments and emotional connections with guests through experiences deeply rooted in the identity and spirit of each destination.
More broadly, it also reflects Accor’s vision of hospitality as a way to connect cultures, people and communities through authentic local experiences.
A Collaborative Approach Across Destinations
Behind the experience, the project also reflects the strength of collaboration across Fairmont properties and the ability to create connected hospitality concepts while preserving the identity of each destination.
“This collaboration quickly became bigger than any one property,” explains Chloé Gray-Le Coz, Director of Sales & Marketing at Fairmont Chicago, Millennium Park. “We all came to the table with different perspectives on what Route 66 meant to our region of the journey, along with the unique experiences that define each destination.”
Rather than creating a standardized package, the teams chose to embrace the individuality of each stop along the route.
That’s what transformed it from a standard package to a true, authentic journey that feels personal and distinctly Fairmont at every stop.
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