Raffles Hotels and Resorts Strengthening its unique reputation as one of the world’s most established luxury hotel brands with the launch of a flashy new global brand campaign, Butler Made, It was announced last month.

Set against the unique backdrop of Raffles Singapore, the brand’s flagship store that opened in 1887, the campaign celebrates Raffles’ legendary butler service and its role in creating unique guest experiences. Directed by Trey Laird and shot by photographer Dylan Don, this fashion-forward initiative stars designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner (who also styled the campaign) and model May Siu as esteemed Raffles guests and legendary model Featuring Tim Easton. as a servant. The eye-catching campaign, which highlights Raffles butlers’ uncanny ability to anticipate guests’ every need before they even think about asking, was launched worldwide in print, digital video, digital display and paid social media in September.

“While the phrase ‘the butler did it’ has often been the answer to the question ‘nobody’ throughout history, our campaign now unconventionally portrays the butler as the hero of every occasion, no matter what,” said Ömer Acar, CEO of Raffles Hotels & Resorts. Press release. “With a vibrant aesthetic and wit unique to the Raffles brand, this bold campaign celebrates the hallmarks of the Raffles experience, including the ways our butlers create magic at every turn.”

The campaign comes hot on the heels of a poster the venerable brand has been announcing for over a year. First US property Raffles BostonIt debuted in the city’s Back Bay neighborhood in September 2023; same month, eagerly awaited Raffles London at OWOLocated in the city’s landmark Old War Office building on Whitehall and the brand’s inaugural UK property, it was launched worldwide to rave reviews and breathtaking editorial coverage.

Meanwhile, the brand’s latest cool addition is Raffles JaipurIt opened its ostentatious doors in India’s legendary Pink City in July. A gleaming white palace filled with exquisite Rajasthani craftsmanship, the hotel offers a sumptuous, otherworldly escape just a short drive from the city’s long list of cultural attractions. Its 50 rooms, each equipped with an outdoor bathtub or private pool, are outfitted with furniture entirely handmade by local artisans, combining age-old traditions of Mughal and Rajputana architecture. In the pastel blue embrace of the charming Writers Bar, guests can savor the signature “Jaipur Sling”, a local version of the iconic Singapore Sling born at Raffles Singapore in 1915, prepared with freshly ground spices and herbs from the hotel’s garden, hot and cold. Align your chakras during transformative journeys in the nearly 7,000-square-foot spa equipped with mineral pools.

There are more newsworthy openings on the horizon. Raffles Jeddah, consisting of 182 rooms and 120 branded residences, all with terraces and uninterrupted Red Sea views, and Raffles Sentosa Singapore, located atop a cliff on Singapore’s “urban island” with 62 private pool villas overlooking the South China Sea – will begin welcoming guests early next year . In July, the brand announced plans for Raffles Tokyo, part of the redevelopment of the iconic World Trade Center (WTC) in Tokyo’s Hamatsuchō district, scheduled to open in 2028 and occupy the top 46 floors of the iconic WTC building.

Raffles’ post-pandemic rise comes as a boon for Accor, the brand’s parent company and Europe’s largest hotel group. Last February, the French hotel giant announced the record €1 billion profit in 2023 following impressive recoveries in both leisure and business travel. In July, the company made headlines again with the following news: Record earnings before interest, tax, depreciation and amortization (EBITDA) of €504 million ($547 million) In the first half of 2024, it increased by 13% compared to the same period of 2023.