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Events / Causes

Fairmont Hotels unearths array of anniversaries to stoke traffic

March 20, 2014


Fairmont Hotels and Resorts is seeking to rejuvenate its North American properties with various anniversary celebrations.

The celebrations range from museum-like commemorations and pop-up restaurants to surprise gifts and casino excursions. Although it may seem that concurrent anniversaries erase the rarity they are meant to convey, the brand prevented events from overlapping.

"Luxury travelers very much appreciate hotel anniversaries," said Jennifer Greene, director of Fairmont Hotels and Resorts in the Americas, New York.

"They are very discerning and want to feel a connection to a hotel’s history," she said. "Hotel anniversaries offer once-in-a-life experiences, and many of our guests are repeat visitors.

"Some of their most cherished memories have been during these special celebrations."

Birthdays galore

The specific anniversaries vary drastically. While The Fairmont Palliser in Calgary, Canada, is celebrating its centenary, Boston's Fairmont Battery Wharf will be celebrating its fifth anniversary.

Such disparity is made up for by Fairmont's individualized approach. Each property's celebrations have a distinct message.

Fairmont Palliser will unfurl an array of events including city street tea dances, a history alley, a time capsule burial, menus from different eras and a special Palliser Ale brewed by a local brewery.

Fairmont Palliser Facebook post

Fairmont Le Château Frontenac in Quebec City begins a $70 million modernization project. The property will receive new guest rooms, restaurants, health amenities and more.

A curry buffet can be accessed at Victoria's The Fairmont Empress' Bengal Lounge.

One hundred and fifteen years at Fairmont Le Manoir Richelieu and 20 years of its cashion warranted special $115 room rates and $20 complimentary casino chips.

In November, The Fairmont Chateau Whistler will begin its 25 Days of Giveaways campaign.

The sole U.S. property, Boston's Fairmont Battery Wharf, celebrates its fifth anniversary with food and spa credit.

Fairmont Hotel Vancouver turns 75 with a pop-up roof-top restaurant.

Fairmont Hotel Vancouver Facebook post

The internationally touring exhibit "Give Peace a Chance: John Lennon & Yoko Ono’s Bed-in for Peace" will make a stop at The Fairmont Queen Elizabeth in Montreal.

Trusted boost

Anniversaries can act as launch pads for hotel brands looking for a surge of energy.

For instance, during Leading Hotels of the World's 85th anniversary, the brand increased its Facebook likes by around 80 percent and Twitter followers by around 40 percent (see story).

Also, Peninsula Hotels was able to reignite its penchant for lavish celebrations during its 85th anniversary (see story).

By diversifying its anniversary offers, Fairmont is able to ensure that some offers will resonate with consumers.

"Some of our stand-out offers are the 45th anniversary of John Lennon and Yoko Ono’s Bed-In for Peace at the Fairmont Queen Elizabeth," Ms. Greene said.

"This world-renowned, eight-day exhibit is filled with exciting events and will also showcase never-before-seen photos," she said. "It’s a must-attend for travelers."

Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York