Fairmont Hotels & Resorts, the luxury brand under Accor, has introduced its seasonal initiative, “Wrapped in the Moment,” designed to encourage guests to slow down and connect during the holiday period. The programme, running across Fairmont properties worldwide, blends festive traditions with wellness and community engagement, reinforcing the group’s commitment to meaningful travel experiences.
A partnership with purpose
Central to the initiative is Fairmont’s multi-year collaboration with Make-A-Wish, the global organisation that grants life-changing wishes for children with critical illnesses. Through a series of festive activations, the hotel group aims to raise both awareness and funds, channelling proceeds from select experiences directly to the charity. This partnership underscores a broader industry trend of luxury hospitality aligning with social impact, a theme also visible in other recent launches such as Vakkaru Maldives’ Silk Road festive season.
Signature experiences across the portfolio
The programme features a curated set of activities tailored to each property’s character. Mindful Craft Sessions invite guests to create personalised keepsakes under the guidance of local artisans. At Fairmont Cheshire, The Mere, a Festive Wreath Making workshop on 26 November pairs hands-on creativity with mulled wine and mince pies. In Tokyo, Fairmont Tokyo’s Christmas Workshop lets participants craft festive decorations with expert florists, blending Japanese aesthetics with Western holiday cheer.
Fireside Story Time brings a nostalgic element, with properties hosting storytelling sessions that celebrate seasonal traditions. Fairmont Grand Del Mar in California will feature visits from Father Christmas, while Fairmont Chateau Whistler in British Columbia offers a Bear Talk with a local wildlife expert and Bedtime Stories with Mrs. Claus. These experiences are designed to foster connection among families and friends, a key selling point for the festive travel season.
Lobby Lounge Moments and culinary highlights
Social gatherings take centre stage through Lobby Lounge Moments, where guests can enjoy festive drinks and live entertainment. Fairmont New Orleans introduces holiday-inspired martinis and Bloody Marys, adding a local twist to classic cocktails. At Fairmont Royal York in Toronto, a Festive Afternoon Tea with live piano music offers a refined take on the British tradition. These activations not only enhance the guest experience but also drive incremental revenue for the properties, a consideration for hoteliers planning their own seasonal programming.
The initiative arrives as the hospitality sector intensifies its focus on experiential offerings during the peak holiday period. Similar efforts are being rolled out by competitors, such as Phuket Marriott Resort & Spa Merlin Beach’s festive programme, highlighting the importance of differentiation in a crowded market.
Community engagement and long-term impact
Beyond guest-facing activities, “Wrapped in the Moment” includes community engagement components, with Fairmont properties partnering with local organisations to extend the spirit of giving. The Make-A-Wish collaboration is expected to generate significant donations, with a portion of proceeds from select activities earmarked for the charity. Fairmont’s global reach ensures that the programme has a wide impact, from North America to Asia and Europe.
For travel professionals, the programme offers a case study in how luxury brands can integrate social responsibility into their seasonal offerings without compromising on guest experience. It also reflects a broader shift towards purpose-driven travel, a trend that is reshaping consumer expectations. As the industry continues to evolve, initiatives like this may become a benchmark for festive programming.
Fairmont’s “Wrapped in the Moment” is set to run throughout the holiday season, with specific dates and activities varying by property. Travel advisors and agents are encouraged to check individual hotel pages for details, as some experiences require advance booking. The programme aligns with Accor’s broader loyalty strategy, which has recently been enhanced through changes to the ALL Accor+ Explorer programme, offering members additional benefits during the festive period.
With the holiday season fast approaching, Fairmont’s initiative is poised to attract both leisure and business travellers seeking a more meaningful festive experience. The combination of unique activities, charitable giving, and global consistency positions the brand well in the competitive luxury hospitality landscape.
