Fairmont success story set for new chapter in China

The iconic luxury brand is building on its rich history with continuing expansion, Yang Cheng reports from Chengdu.

Places where events happen, and turning moments into memories. That is how the Fairmont's luxury five-star hotels were described by Jane Mackie, vice-president of Fairmont Brand.

It's fair to say that a number of exhilarating events and epoch-defining moments have taken place at Fairmont properties since the first one, Fairmont Hamilton Princess, opened its doors in Bermuda in 1885.

In the world of politics, in 1945, The United Nations Charter was drafted in the Garden Room at The Fairmont San Francisco and signed by 50 countries.

In 1964, relations between China and France were restored at Fairmont Peace Hotel, Shanghai, after a successful meeting between late Chinese Premier Zhou Enlai and his French counterpart Edgar Faure.

Straddling the worlds of politics and entertainment, in 1969, John Lennon and Yoko Ono held their Bed-In for Peace at Fairmont The Queen Elizabeth in Montreal.

The first woman to smoke in public, The Duchesse de Clermont-Tonnerre, did so in 1896 at a Fairmont property - The Savoy in London.

The Fairmont brand has clearly played its part in some of history's biggest events, and now it is writing a new chapter in its own history with the opening in December of the Fairmont Chengdu, the 200th property of AccorHotels Group in China.

Fairmont Chengdu is located on Tianfu Middle Avenue, the heart of the city's high-tech zone and emerging world-class shopping and entertainment business district.

The hotel is also adjacent to major local business facilities, such as the Century City New International Convention and Exhibition Center and the New Century Global Center, with the latter being the world's largest building in terms of floor area.

Its prime location is only a 25-minute drive from Shuangliu International Airport and is conveniently connected to Chengdu's modern metro system.

With its rich cultural heritage and history, Chengdu is now at the forefront of China's western development campaign and it is regarded as the center of Western China.

"I believe Fairmont Chengdu will grow with the dynamic city and its current strategic location in Tianfu New Area," said the hotel's General Manager Phil Smith.

Celebration of local arts

Much to Smith's delight, the luxury hotel celebrates local arts and history, which is a time-honored tradition for the brand.

As they step into the lobby, guests will be greeted by a masterpiece -Gorgeous Cloud and Waters in the Distance, a spectacular Shu embroidery landscape.

The landscape took two years to complete and is believed to be the largest example of Shu embroidery in China. This form of Shu embroidery embodies the intricate skills and knowledge passed down over generations.

"Presenting this artistic centerpiece and also showcasing a number of local artists, Fairmont Chengdu is proud to be a cultural ambassador for Sichuan arts and crafts," Smith said.

Fairmont's thoughtful attention to detail and service is painted in the jewelry box that can be found in each room, enabling guests to safely store their valuables. The box's design was inspired by the 3,000-year Jinsha relics that were uncovered in the city's Qingyang district.

Smith also emphasized the shared passion and vision of all employees at Fairmont's fifth property in China, after Beijing, Shanghai, Yangcheng Lake and Nanjing. "Their engaging service and charismatic hospitality are making a difference," he said.

Chengdu was named by UNESCO as a City of Gastronomy in 2010 and this presented a new challenge to the Fairmont to sharpen its culinary competitive edge.

Smith believes that the hotel's Sichuan cuisine restaurant, Chang Yi, is a venue with creation and artistic infusions, which complements Chengdu's culinary offering and is becoming a new signature destination for local visitors.

Growing market presence

Fairmont is looking to increase its presence in China, with the opening of four new hotels in Wuhan, Hangzhou, Nanning and Zhengzhou by 2019.

The new premises will cement AccorHotels' presence in China, according to Michel Molliet, AccorHotels chief operating officer, Greater China.

Last year in China, AccorHotels opened 15 hotels under the Fairmont, Sofitel, Pullman, Novotel and Mercure brands.

This year, the group will continue to expand its network with the opening of another 10 to 15 hotels across China, which will include Fairmont Wuhan, Sofitel Guiyang Hunter, Sofitel Foshan, Pullman Zhouzhuang Resorts & Spa, Pullman Baotou, Grand Mercure Zhengzhou Xintian Town, Grand Mercure Foshan Jinshazhou, Novotel Suning Rizhao and Novotel Haikou.

"In China, particularly in the past few years, we have been seeing challenges brought by both oversupply in the luxury hotel market and the economic downturn," said Molliet. "There is no doubt that the speed of growth in the luxury hospitality sector has slowed, but we still see a certain level of need (in the sector)."

He continued: "The strategic opening of Fairmont Chengdu symbolizes an important strategy for the group's luxury brand development in the China market. At the same time, the group continues to strengthen guest satisfaction as well as improved digital services to deliver the ultimate luxury experience to its guests."

A Shu embroidery centerpiece is presented in Fairmont Chengdu's lobby. Photos Provided To China Daily