Raffles CEO Omer Acar Unveils Vision for Luxury Hospitality

Omer Acar, CEO of Raffles and Fairmont, emphasizes the significance of personalized service in luxury hospitality. Under his leadership, the renowned hotel brand, known for its iconic butler service, is expanding its global footprint while maintaining its commitment to creating memorable experiences for guests.

During a recent interview, Acar highlighted a personal anecdote that encapsulates the brand’s ethos. After discovering a non-alcoholic aperitif called Crodino during a summer trip to Italy, he found a dozen bottles waiting for him upon his arrival at Raffles London at The OWO. This thoughtful gesture, arranged by his butler, exemplified the attention to detail that Raffles aims to provide. “It’s not about doing more; it’s recognizing more,” Acar explained, illustrating the brand’s dedication to creating unique moments for every guest.

Expanding the Raffles Legacy

Founded in 1887 in Singapore, Raffles has a rich history that Acar aims to blend with modernity. The brand has made significant strides with properties like Raffles Singapore and Raffles London, which recently ranked fifth and thirty-first, respectively, on the 50 Best Hotels List 2025. Acar noted that the goal is not simply to honor heritage but also to innovate in guest service.

With ambitious plans for expansion into destinations such as Jeddah and Tokyo, Raffles is not resting on its laurels. Acar stated, “We have beautiful hotels, but what makes us really special is our service culture.” This culture is exemplified by the Raffles Butler, a key figure in the brand’s storytelling, particularly highlighted in last year’s The Butler Did It campaign, which garnered over 166 million digital impressions and a 50 percent increase in business transactions.

The campaign’s success led to the unveiling of a second chapter in September 2025, featuring actors Henry Golding and Oli Green, further reinforcing Raffles’ commitment to engaging and delightful experiences for guests.

Personalization at Its Core

Acar believes that the essence of luxury lies in personal touches that make each stay unique. Every interaction is tailored to the guest’s individual preferences, from room temperature to minibar selections. The Raffles Butler service is not limited to a single individual but consists of a dedicated team that tracks guest preferences to anticipate their needs genuinely.

He shared an example of a returning guest whose childhood band was mentioned during a conversation. Upon their return to the hotel, they discovered a vinyl player and a record from that band waiting in their room. This attention to detail is what Acar envisions for every Raffles property, transforming ordinary moments into extraordinary memories.

Raffles’ commitment to personalized service extends beyond material gifts. Acar emphasized the importance of putting people first, stating, “Attitude is the most important thing for us. Skills can always be learned.” The brand’s hiring philosophy focuses on individuals who possess a natural inclination toward hospitality and a genuine desire to please guests.

The “Own It” program empowers employees to resolve issues creatively and elevate guest experiences instantly. Acar explained, “We trust our guests, and we trust our employees,” fostering an environment that encourages initiative and innovation.

As Raffles continues its journey, Acar reflects on the importance of the experiences shared with guests. “The destination is not as important as the journey,” he remarked, adding that who you share that journey with matters most. For discerning travelers, a Raffles Butler embodies the ideal companion, ensuring that every stay is not only luxurious but also deeply personal.