Fairmont sits inside a group of more than 40 brands, so every decision on the platform answers to two things at once. It has to work within Accor's shared ecosystem and scale as the group grows. It also has to feel like Fairmont, a brand whose name is a north star in the market.

The objective was to transform the digital experience of the brand into something which honours the rich brand history, whilst simultaneously future-proofing Fairmont's appeal to a new, younger demographic who value experience just as much as they do the stay. Through extensive UX & UI design within a robust ecosystem and differentiated content in a homogenous market, the outcome was a website that speaks to the personality, experience and character that one can expect when walking through the doors of a Fairmont property.