As more guests look to connect through meaningful, experience-led travel and choose brands that mirror their values, creativity and storytelling have become critical to shaping perception worldwide in hotel campaigns. A recent report shows that 73% of travelers now say narrative-driven content directly influences their booking decisions, while over 60% turn to social media for inspiration. In this context, powerful campaigns transcend brand promotion—they harness the power of storytelling to forge emotional connections, cultivate shared values, and ultimately transform narrative into lived guest experiences. This evolution in traveler sentiment confirms that a brand's power now lies in its ability to build a distinct emotional world—a challenge our portfolio is meeting with renewed creativity and strategic focus. Campaigns like Make Special Happen by Fairmont exemplify this strategy, forging a distinctive brand identity through a cinematic journey of emotional connection and timeless elegance, and translating that narrative into tangible experiences available at its hotels worldwide. Dive deeper into the campaigns bringing these unique identities to life—from the legendary butler service of Raffles to the modern dynamism of Novotel. We explore how these compelling narratives are essential for shaping guest perceptions and experiences, and driving loyalty, ultimately turning every stay into a story worth sharing. | 
