A leading hotel group has introduced a new series of VIP experiences, as demand for exclusive activities continues to grow among luxury travel consumers. 

Launched this week, the Make Special Happen initiative will give guests of Fairmont Hotels & Resorts a chance to see a different side of the historic brand’s properties.  

The campaign will be active across Fairmont’s global portfolio, and will focus on culinary, cultural and wellness experiences that are unique to each destination. Agents who wish to adjust an experience for their client are invited to reach out to the hotel. 

“Our concierge teams are well-versed in bespoke offerings for clients, therefore if agents are seeking to adapt a specific experience, it’s suggested they contact the property directly and place this request with the hotel directly,” Claudia Kozma Kaplan, chief brand officer at Fairmont Hotels & Resorts, told TTG Luxury.

Exclusive dining is a highlight of the initiative, with concepts such as Special Happens…After Dark allowing guests of the Fairmont Royal Palm Marrakech to enjoy private meals at designated areas around the Moroccan resort.

Clients will have the opportunity to dine in one of the 231-hectare property’s “special spots”, which include its hidden gardens as well as the wooden bridge over the lagoon pools. They will then be served a private dinner prepared by executive head chef Guillaume Galvez, who oversees the hotel’s four restaurants and regularly hosts walking tours and cooking classes. 

Meanwhile at Fairmont Chateau Whistler in Canada, clients will be welcome to try cocktail-making on the ancient terrain of the Pemberton Icecap. They will be flown to the remote location via private helicopter, before participating in a workshop led by the hotel’s expert mixologists. 

Cultural experiences will take centre stage in India at Fairmont Jaipur, where guests will be able to visit the rural village of Chak Charanwas. The excursion will include a camel ride through the fields, a stop by a local school, a home-cooked lunch and a session of Gotta Patti & Zari embroidery-making.

Fairmont Jaipur will also host a sunset ritual, which involves the lighting of torches, Northern Indian folk drumming and sabering champagne. Back in North America, Fairmont Sonoma Mission Inn & Spa in San Francisco will offer guests a nocturnal wellness experience, complete with exclusive after-hours access to the resort’s spa facilities. 

Fairmont, which will celebrating the opening of its first Tokyo hotel in July, will continue to add experiences to the collection throughout 2025.