TORONTO — Hotels guests are as eclectic as the hotels they choose, so Fairmont has found a way to cater to the unique interests of its President’s Club members.

“This year marks the 10th anniversary of Fairmont President’s Club, and over the last decade we’ve listened to our customers and continually updated and tailored the program to meet their needs,” said Brian Richardson, Fairmont’s vice-president of Brand Marketing and Communications. “They’ve told us their interests are important to them and incorporating those interests into their travel experiences would result in richer, more rewarding stays.”

Now members can update their profile to reflect personal passions. Avid foodies can check off a food and drink category, while athletic enthusiasts can declare a preference for sports and adventure. Other categories include arts and entertainment, spa and fitness as well as leadership and philanthropy.

Members who pick a favourite passion will receive special access to applicable events such as concerts, wine tastings, customized travel opportunities, sporting events and more. And those with a taste for philanthropy can count volunteer work toward a share of their membership status or have a donation made in their name to one of the brand’s charitable partners.


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