NEW YORK, May 19, 2025 /PRNewswire/ -- World-renowned luxury hospitality brand, , today reveals its new global brand campaign, . Paying homage to the brand's centurion heritage as host to some of the world's most storied celebrations and history-making moments, as well as its legacy with the silver screen, the creative tells the story of the build-up to a grand celebration, capturing how Fairmont colleagues and guests come together to "Make Special Happen". The resulting campaign is Fairmont at its most captivating, elevating the art of making every moment a celebration.

Developed by King & Partners, the new campaign was directed by award-winning filmmaker Jean Claude Thibaut, and shot at Fairmont Royal York in Toronto. Stylistically, the creative evokes the charm of a classic film, a tribute to the refined elegance of a bygone era, where the North American spirit of allure and adventure on which Fairmont was founded, is reimagined for today. It was inspired by the brand's rich heritage of hosting some of history's most momentous occasions, from the signing of the United Nations Charter in San Francisco, to Truman Capote's Black and White Ball in New York City, to John Lennon and Yoko Ono's 'bed in for peace' in Montreal. The creative team was tasked with building upon this legacy to set the stage for a new era of celebratory moments at Fairmont, looking forward to some of the more modern design hotels which shape the skyline of the destinations they reside in, such as Fairmont Doha and Fairmont Tokyo.

"In creating this campaign, I drew inspiration from Fairmont's incredible heritage, with particular influence from the allure of the Truman Capote era. The focus was on capturing the essence of celebration, friendship, and togetherness—values that have always been at the heart of the Fairmont experience," commented Jean Claude Thibaut. "Through both the film and imagery, I sought to evoke the joy of gathering, with Fairmont as the incredible backdrop, always there to support and elevate special moments. It's been an incredible project to be a part of, and I'm excited to see it come to life."

Through a mix of film and stills, the artwork follows a charismatic cast of  through a series of intriguing and playful moments, leading up to an unforgettable celebration. The audience follows along as "The Celebrationist", the Grande Dame of the story, carefully pens her invites, handing them over to "The Porter", always on a mission to "Make Special Happen" for Fairmont guests. He glides through the grand corridors of the hotel to hand deliver to "The Linksman", usually found out on the links or out on the town; "The Wellness Enthusiast", whose favorite places are in a Fairmont gym or on the dance floor; "The Muse & Her Makers", a family whose travels have taken them all over the world, always with their beloved Golden Retriever; and "The Legends in Leisure", still as in love as the day they met, and always ready for a night of cocktails and adventure. When it's officially time to "Make Special Happen", special guest and a legend in his own right, Tom Wolfe, America's first concierge, and Chief Concierge and Director of Heritage at flagship Fairmont San Francisco, appears, as a flurry of activity by both guests and staff ensues. Elegant attire and indulgences appear. Chandeliers cast a golden glow over a soirée. With anticipation rising, the celebration reaches its crescendo, bringing with it the realization: Fairmont Makes Special Happen.

"Make Special Happen isn't just a campaign, it's part of our brand DNA and is the sentiment we make our guests feel. Fairmont hotels are social epicenters that blend genuine encounters with the heart of the action, creating vibrant spaces where communities gather. Occasions are celebrated, milestones are marked, and history is made every day at our 92 properties in 30 countries globally," said Omer Acar, CEO, Fairmont Raffles. "Bringing to life our first new global brand campaign in many years marks another special, history-making moment. 'Make Special Happen' reaffirms Fairmont's core identity and what sets it apart in a way that reaches a new and discerning audience."

Upon launch, the campaign will leverage a blend of still imagery alongside video showcasing the Fairmont film. A 360-degree paid media plan comprising of global print, online and social titles are being activated in two phases commencing May-July and then September-October when all owned, earned and paid media channels will be fully live. Key regions for the campaign include North America, Canada, Asia, the Middle East and Europe with a particular focus on national, travel and lifestyle publications in these markets.

Though the first iteration of the campaign focuses on a party, it was important for Fairmont to demonstrate that making special happen isn't just about major galas and events, but it's also about making every moment of every day special in its own way. The brand is bringing this to life in the hotels with the concurrent launch of  a collection of unique offerings which immerse a guest or local into their own unforgettable experience:

• Special Happens... After Dark – a series of nocturnal fetes and adventures, such as private access to the spa after hours for a wellness ritual under the stars ator, or an "anywhere dinner" on the lush grounds of .

• Special Happens... In the Wild – indulgent experiences in the heart of nature, such as ' famed afternoon tea on the beach, in a rain forest, or at the foot of a waterfall; or taking a seaplane from  to do guided yoga and meditation under a waterfall.

• Special Happens... Around the Table – embracing the power of mixology and dining, from playing chocolatier for a day, crafting your own one-of-a-kind chocolate bar with, to participating in the ancient Hawaiian art of imu cooking, from private foraging experience to all-day roasting in an underground oven with.

• Special Happens... In the Spotlight – a vibrant tapestry of moments inspired by the arts, culture, music and performance, from being welcomed into the home of a local chef or artisan to learn a craft that has been passed down for generations with , to a visit to the private home of Claude Nobs, famed founder of the Montreux Jazz Festival, not normally open to the public, arranged by .

Fairmont will continue to add new experiences to the collection throughout 2025.

Vancouver, B.C. – May 15^th, 2025 – Coast Hotels Limited, a fully owned subsidiary of APA Hotel Canada, Inc. and one of North America’s fastest-growing and one of Canada’s largest hotel brands, is pleased to announce the official opening of its latest franchised property in Penticton, British Columbia. The reimagined officially opened its doors as a Coast Hotel on May 14th, 2025, and is offering a comfortable and convenient stay for travelers visiting British Columbia’s Okanagan Valley, known for its warm climate, award-winning wineries, and stunning natural surroundings.

Ideally located in the heart of British Columbia’s renowned wine country and just minutes from the golden beaches of Skaha Lake, Okanagan Lake, the Kettle Valley Rail Trail, and the South Okanagan Events Centre, the newly branded Coast Penticton Hotel features

Accommodation options include Double Queen Rooms and King Suites with kitchens or kitchenettes. For added comfort and convenience, all rooms are equipped with microwaves and mini refrigerators, making the Coast Penticton Hotel a welcoming choice for families.

This pet-friendly property offers a wide range of , including free on-site car and bus parking, EV charging stations, a barbecue area, and complimentary hotel wi-fi.

“We are excited to bring the Coast Hotels brand to Penticton and offer visitors to the Okanagan Valley a comfortable, enjoyable place to stay,” said Takamasa Machiura, President and CEO of Coast Hotels Limited. “This marks our fourth Coast Hotel in this stunning region of British Columbia, and we remain committed to delivering friendly service, refreshingly local experiences and a warm, welcoming atmosphere for every guest.”

Coast Penticton Hotel is ideally located for travelers looking to explore the best of the South Okanagan. Nearby attractions include Cherry Lane Shopping Centre, local restaurants, wineries with tasting rooms, and LocoLanding Adventure Park. In summer, visitors can float down the Penticton River Channel, browse the Penticton Farmers’ Market, catch a race at Penticton Speedway or hike through the White Lake Grassland Protected Area. Spring and fall are perfect for walking, cycling or rolling along the scenic Kettle Valley Rail Trail, while winter brings downhill adventure at Apex Mountain Resort.

“We’re delighted to add a fourth property to the Coast Hotels brand,” said Ron Mundi, owner of Mundi Hotel Enterprises Inc. “Coast Hotels strong reputation for exceptional service and local expertise aligns perfectly with our vision. We look forward to welcoming guests and showcasing our best-in-class hospitality.”

DUBAI, United Arab Emirates, 13^th May, 2025 - Fairmont Hotels & Resorts, one of Accor’s leading luxury brands, announces the appointment of Emma Darby as Global Vice President Spa & Wellness. In this role, Emma will assume overall responsibility for spa and wellness operations across Fairmont’s global portfolio of 92 properties. The diverse collection of luxury properties and flagship spas in iconic destinations worldwide, includes Fairmont Chateau Lake Louise, Canada, Fairmont Century Plaza, Los Angeles, Fairmont Mayakoba, Mexico, and Fairmont Riyadh, KSA, delivering a truly holistic wellness experience.

An inspiring leader in the wellness space, Emma Darby brings over two decades of hospitality experience, having held senior roles at Rosewood Hotels & Resorts and The Ritz-Carlton Hotel Group. Driven by a deep belief in the transformative power of wellness, an ethos that aligns closely with Fairmont’s commitment to making guests feel truly cared for, Emma has consistently delivered strategic growth, operational excellence, and elevated guest experiences. Most recently, as Chief Operating Officer at Resense Spas, she led a global portfolio of luxury spas, overseeing business expansion, spearheading new openings and renovations, and embedding a consistently high standard of holistic wellness across all touchpoints.

“Wellness has always been a personal passion of mine, so I’m thrilled to join a brand like Fairmont that shares this commitment to health and wellbeing and continues to build on such a strong foundation,” said Emma Darby, Global Vice President Spa & Wellness, Fairmont Hotels & Resorts. “What really excites me is Fairmont’s unique position at the intersection of heritage, innovation, and personalization.  There’s a real opportunity to take wellness beyond the spa and weave it more holistically into the guest experience, through movement, nourishment, rest, and connection.” 

Sami Nasser, Global Chief Operating Officer Fairmont Hotels & Resorts, commented on the appointment, “Emma’s deep rooted industry knowledge and experience sets the tone for a dynamic new chapter in the wellness space for Fairmont on a global level. As a passionate leader, I am confident Emma will drive operational excellence and strategic growth, with a personalized, hands-on approach, which has been a defining characteristic throughout her unique career.” 

As Fairmont continues its significant global expansion with 29 new hotels in the pipeline, including the highly anticipated Fairmont Red Sea in Saudi Arabia and Fairmont Hanoi in Vietnam, the brand reinforces its commitment to exceptional, wellness-driven guest experiences around the world. Emma’s appointment brings leadership continuity and a unified wellness vision across the growing portfolio. Her priorities will center on deeply understanding the current wellness landscape across Fairmont properties, identifying opportunities to elevate the guest experience, and implementing strategies that drive both innovation and consistency. This approach is designed to strengthen the performance of the Fairmont portfolio, driving financial growth, and expanding leadership pathways in the long term.

Her leadership philosophy is centered on clarity, collaboration, and a guest-first mindset. Emma believes in giving teams a strong sense of purpose, along with the tools and support they need to thrive. As a leader, Emma is values-driven - therefore building trust, encouraging innovation, and supporting both personal and professional growth. As Vice President, across Fairmont’s spa and wellness portfolio, Emma will champion integrity, inclusivity, and curiosity, building the foundation for a strong team structure throughout the business.

Barcelona, 14 May 2025 — As hotels continue to refine their revenue strategies, 123Compare.me unveils the findings from latest edition of its World Parity Monitor (WPM) exploring how a hotel’s price position relative to its local market average affects OTA pricing behaviour and rate parity.

The April report has identified that when hotel rates are priced above the market average, the Lose rate — the percentage of times a hotel’s direct price is undercut by an OTA — increases significantly, especially for independent properties. Non-major OTAs show the most aggressive pricing responses, underscoring the risks of overpricing in competitive environments.

Across the sample*, 75% of hotels were undercut by at least one OTA, and Expedia surpassed the 20% Lose rate threshold, reversing its recent trend of moderation.

From January to April 2025, direct prices rose steadily and ended 6.3% higher than in the same period of 2024 — continuing the upward trajectory already observed last year. This trend reflects a structural pattern, where direct rates start low early in the year and peak around spring, particularly influenced by seasonal events like Easter.

Notably, price positioning matters more than ever. While major OTAs like Booking and Expedia maintained stable Lose rates regardless of price segment, non-major OTAs became more aggressive as hotel prices rose. Meanwhile, the direct channel remained more competitive in lower-price segments and saw improved Meet rates at mid-range levels.

“Being just slightly above the average can trigger aggressive responses from OTAs,” says Jordi Serra, CEO at 123Compare.me. “Hotels — especially independents — need to keep a close eye on how their positioning aligns with market trends.”

“If I’m an independent hotel and my price is above the market average, I should be concerned about OTAs becoming more aggressive and undercutting my rates. This is a very clear pattern we are seeing month after month.”

The WPM also confirms that independent hotels are more vulnerable to parity loss. When priced more than 40% above the market average, the Lose rate reached 41.8% with non-major OTAs, compared to 34.0% with major OTAs.

The World Parity Monitor is a reference in the market and a tool to track and monitor hotel pricing strategies across distribution channels. The complete April 2025 WPM report is available at: