| Journal: TWUK | Section: |
| Title: | Issue Date: 19/11/01 |
| Author: | Page Number: 28 |
| Copyright: Other |
Fairmont to push brand in Europe
LUXURY hotel chain Fairmont is embarking on a major brand awareness drive as it eyes expansion in Europe.
The move comes as Europe sales executive director Paul Ryan admitted it has little recognition in the UK or mainland Europe.
It is now planning a series of agent educationals and a high-profile advertising campaign in addition to securing greater visibility in tour operator brochures.
“Raising awareness of the Fairmont brand is the number one priority,” said Ryan. “We have no properties in Europe and clearly it is a key market.”
Fairmont is also expected to explore further possibilities in the United Arab Emirates as it prepares to open its first hotel in Dubai – a 394-room property largely targeting the exhibitions and conference market.
Other developments include expansion in the Caribbean, with a site in Puerto Rico under discussion.
Ryan said the company is also looking to build on the popularity of spas, with a team working on projects across its hotel portfolio.