Raffles Unveils New Global Campaign Highlighting Iconic Butler Service

By Nishang Narayan

Published on September 16, 2024

Raffles Hotels & Resorts has revealed its latest global brand campaign, titled "The Butler Did It," showcasing the luxury brand's iconic Butler Service. Directed by creative powerhouse Trey Laird and photographed by Dylan Don, the campaign stars notable figures like designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu, portraying quintessential Raffles guests. Renowned model Tim Easton steps into the role of the Butler.

Set against the backdrop of Raffles Singapore, the flagship property famous for its butler service since its founding in 1887, the campaign emphasizes how Raffles butlers anticipate guests’ every need—even before they ask. Featuring a vibrant aesthetic and a sense of wit, the campaign underlines the exceptional and surprising moments that guests experience during their stay.

Omer Acar, CEO of Raffles Hotels & Resorts, commented on the new initiative, saying, "This bold campaign celebrates the hallmarks of the Raffles experience. Our Butlers create magic at every turn. 'The Butler Did It' showcases them as the hero of every occasion, offering guests moments of delight that only Raffles can provide.”

A Creative Collaboration Rooted in Fashion and Hospitality

The creative vision behind "The Butler Did It" brings together some of the most influential names in fashion and lifestyle branding. Trey Laird, known for his innovative campaigns for leading global brands, lent his signature intelligence and style to the project. Fashion icon Robert Rabensteiner also served as the campaign's stylist, adding a fashion-forward edge to the initiative.

In Laird’s words, “Raffles is a heritage brand that delivers a modern guest experience full of warmth, playfulness, and whimsy. ‘The Butler Did It’ encapsulates this spirit, allowing guests to imagine a stay that exceeds their wildest dreams.”

The campaign, set to launch globally, will be rolled out across print, digital video, display, and social media platforms.

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Raffles Expands Globally with New Openings

As Raffles continues its global expansion, with recent openings in Jaipur, London, Boston, and Bahrain, the "The Butler Did It" campaign reinforces the brand’s commitment to providing its signature blend of elegance and enchanted glamour. Whether guests are checking into Raffles Singapore, Paris, or the new locations, they can expect the same world-renowned service that has defined Raffles for over a century.

About Raffles Hotels & Resorts

Founded in Singapore in 1887, Raffles Hotels & Resorts has become synonymous with luxury, elegance, and a world-class guest experience. The brand's Butler Service has set a global standard, providing guests with unparalleled personalized attention. Raffles properties can be found in key locations such as Paris, London, Istanbul, and the Maldives, with upcoming openings in Sentosa, Singapore, and Jaipur, India.

Raffles is part of Accor, a global leader in hospitality with over 5,700 properties worldwide. Through Accor’s loyalty program, ALL – Accor Live Limitless, guests can access a wide array of exclusive services and rewards.

To experience "The Butler Did It," visit: raffles.com/the-butler-did-it.


Fusion Celebrates Vietnam’s National Day With Festive Experiences

Fusion Celebrates Vietnam’s National Day With Festive Experiences

By Manu Vardhan Kannan

Published on August 25, 2026

Fusion Hotel Group is bringing together festive offers, wellness experiences and cultural activities to mark Vietnam’s National Day on Sept. 2, with celebrations planned across its properties in Southeast Asia.

Members of the Fusionlife loyalty program can enjoy up to 25% off accommodation, spa treatments and dining at participating properties across Da Nang, Hue, Quy Nhon, Cam Ranh, Ho Chi Minh City, Vung Tau and Binh Duong, along with hotels in Bangkok and Phuket. Travelers can register online for Fusionlife membership to access the benefits.

At Fusion Resort & Villas Da Nang, guests can take part in wellness sessions including meditation, yoga and sound healing. At Char Grill House, the resort’s award-winning onsite restaurant, the beachside bar will offer a 1-for-1 cocktail promotion from 5pm to 6pm.

Families can also enjoy Vietnamese-themed activities for children aged 4 to 12. The program includes making paper flags, creating keychains inspired by the national flag, decorating traditional conical hats and flying kites by the beach. In Hue, guests can combine the National Day break with visits to the Imperial City and Thien Mu Pagoda. The city will also host the Hue Wonderverse Music Fest 2026 at the Central Sports Square from Aug. 30 to Sept. 1.

Guests staying at Grand Royal Riverside Hue – Fusion Collection can enjoy a BBQ buffet at The Garden Restaurant from 6:30pm to 9pm. Guests checking in on Sept. 2 will also receive a complimentary drink decorated with the Vietnamese national flag.

At Fusion Resort Cam Ranh, guests can explore Bai Dai Beach while enjoying the resort’s wellness experiences and all-day breakfast, served either by the pool or in the privacy of their villa. A visit to Fusion Farm also gives guests the chance to collect fresh eggs and harvest seasonal produce.

For the evening, the resort’s BBQ buffet brings together grilled seafood such as locally caught oysters, prawns and fish, along with traditional pastries filled with seafood. The menu combines international flavors with local specialities for a relaxed holiday dining experience. At The Ocean Resort by Fusion Quy Nhon, guests can enjoy the central pool and private beach from Aug. 29 to Sept. 3. Pool & Beach Sips will be available daily from 4pm to 6pm.

The Kids’ Club will also host activities on Sept. 2, including making cards for parents, coloring Vietnamese landmarks and creating red flags featuring the iconic yellow star. On August 31, MIXE Restaurant will host a buffet with a “Dine 4, Pay 3” offer. In Ho Chi Minh City, Fusion Original Saigon Centre provides a central base for travelers exploring the city during the National Day holiday. On Sept. 2, Miss Thu, the hotel’s refined restaurant on the 24th floor, will host “A Toast to Vietnam” from 7pm to 10pm. Guests can enjoy curated bites along with 15% off à la carte dishes.

At Fusion Suites Vung Tau, the “Proud to be Vietnamese” program will run from Aug. 29 to Sept. 2. Guests wearing clothing featuring the Vietnamese national flag can receive a complimentary pastry when purchasing any drink at ROAST Café.

Guests booking directly through the hotel website can also receive up to 35% off room rates, along with an additional 12% Fusionlife member benefit and exclusive privileges during their stay.

Meanwhile, HIIVE by fusion Binh Duong New City offers a relaxed stay surrounded by greenery, with an outdoor pool for guests to unwind. At Zest Restaurant, the new menu brings together Asian-inspired flavors with a fusion approach, including Singaporean and Malaysian-inspired dim sum alongside local favourites such as crab soup. With a mix of festive dining, wellness, family activities and local cultural experiences, Fusion’s National Day program offers travelers different ways to enjoy the holiday across Vietnam.


Singapore Plans Tax and Visa Incentives to Strengthen Fund Sector

Singapore Plans Tax and Visa Incentives to Strengthen Fund Sector

By Manu Vardhan Kannan

Published on August 24, 2026

Singapore is planning a fresh set of tax and visa incentives to strengthen its asset management industry and stay competitive with Hong Kong. The Monetary Authority of Singapore (MAS) and the finance ministry will introduce tax exemptions on investment profits earned by fund managers managing certain funds, including single family offices.

The government also plans to make it easier for investment professionals to access Singapore's Overseas Networks & Expertise Pass, which is valid for up to five years before renewal and allows holders to work for multiple companies.

More details on the planned tax measures are expected to be announced in the 2027 budget. MAS will also support hedge funds that are committed to establishing or expanding their presence in Singapore through an investment programme.

The move comes as competition between Singapore and Hong Kong, two of Asia's major financial centres, continues to grow. Hong Kong is also working on expanding tax-free carried-interest measures to a wider range of fund houses and individual fund managers, aiming to attract more investment funds and financial talent.

The developments have raised concerns among Singapore-based funds that the growing tax gap could make Hong Kong more attractive to investment professionals. The Alternative Investment Management Association (AIMA) had warned MAS in July that Hong Kong's proposed tax benefits for individual fund managers could increase its appeal.

National Development Minister Chee Hong Tat, who is also deputy chairman of MAS, said it was important to provide the industry with clarity on the government's plans as companies consider where to locate and expand their businesses.

Kher Sheng Lee, AIMA's Asia-Pacific co-head, said the speed of Singapore's response had caught the attention of investors and added that the measures could strengthen the country's position in attracting managers, talent and capital.

MAS has also held discussions with hedge funds in recent months to understand their requirements and preferred tax rates. Singapore's asset management industry has grown at an average rate of 7.5% annually over the past five years, reaching nearly S$7 trillion, according to MAS data. The latest measures highlight Singapore's efforts to remain an attractive base for fund managers and investment professionals as competition with Hong Kong intensifies.


Qatar Airways Expands Starlink Wi-Fi Across 150 Widebody Aircraft

Qatar Airways Expands Starlink Wi-Fi Across 150 Widebody Aircraft

By Manu Vardhan Kannan

Published on August 23, 2026

Qatar Airways has reached a new milestone in its onboard connectivity programme with 150 Starlink-equipped widebody aircraft, including the world’s first Starlink-equipped Boeing 787-9.

The airline has also completed the Starlink rollout across its Boeing 787-8 sub-fleet in seven months, with more than half of its Boeing 787 fleet now equipped with the technology. Qatar Airways remains on track to complete the rollout across its Boeing 787 fleet by the end of 2026.

The latest milestone follows the airline’s earlier rollout across its Boeing 777 fleet in nine months and Airbus A350 fleet in eight months. Qatar Airways now operates Starlink-equipped Boeing 777, Airbus A350 and Boeing 787 fleets, making it the world’s first and largest Starlink-equipped widebody fleet.

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Starlink Wi-Fi on Qatar Airways can offer speeds of up to 500 Mbps, allowing passengers to stay connected while travelling. The service gives travellers the option to work, stay in touch with family and friends or enjoy online entertainment during their journey.

Qatar Airways was also the first airline to offer Starlink connectivity on long-haul and ultra-long-haul routes across six continents. Complimentary gate-to-gate Starlink Wi-Fi is being made available across more journeys on the airline’s global network, covering destinations across the Americas, Australasia, Africa, Asia, Europe and the Middle East.

Since Starlink connectivity was introduced onboard in October 2024, more than 23 million passengers have used the service across over 86,000 Qatar Airways flights.

The airline’s Starlink installation programme has now crossed 83 per cent completion, with up to 323 Starlink-equipped flights operating daily. The expansion is aimed at making fast and reliable onboard connectivity a more regular part of the passenger experience. Passengers can access complimentary Starlink Wi-Fi throughout their journey through seamless Privilege Club membership authentication or enrolment.

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