Claudia Kozma Kaplan, the Senior Vice President and Global Head of Brand for Raffles Hotels & Resorts, shared her transformative vision for Raffles’ growing global presence at the recent Arabian Travel Market (ATM) in Dubai. There, she took part in the “Next-level Luxury: How to Stand Out as Truly Premium in an Oversaturated Market” summit, alongside Richard Alexander, GM of The Lana (Dorchester Collection); Michael Grieve, Chief Brand Officer at Jumeirah; and Marco Franck, Chief Hospitality Officer at Boutique Group. The session was moderated by John O’Ceallaigh, Founder of The Luxury Travel Edit Limited.
For Saudi Arabia, where Raffles has a growing presence, her insights and strategic direction are a guiding light, redefining the concept of luxury hospitality, and leveraging Raffles’ storied legacy to cater to an evolving market.
With her extensive experience in the luxury sector and a keen eye for brand positioning, Claudia is steering Raffles towards new heights, building on the success of existing properties and heralding exciting new developments.
A storied legacy and a bold new direction
Claudia Kozma Kaplan joined Raffles Hotels & Resorts in July 2023, bringing over 30 years of experience from prestigious brands such as The Beverly Wilshire Hotel, Rafael Hotel Group, and The Leading Hotels of the World. Based in New York, Claudia reports directly to Omer Acar, CEO of Raffles & Fairmont Hotels & Resorts. Her role involves overseeing Raffles’ international network, including numerous upcoming openings.
Claudia discussed the importance of redefining Raffles’ brand positioning to better align with its heritage and appeal to modern travellers. She noted that her first task was to “redefine and position the brand,” focusing on what makes Raffles distinct. “We have to be okay with people who are looking for a different type of luxury experience to go elsewhere,” she emphasised.
During her ATM presentation, Claudia highlighted her vision for Raffles: “We are a quintessentially glamorous brand. We’re not a modern luxury brand or a casual luxury brand, which is very much the trend these days. We must be bold and put a stake in the ground.” This clarity of purpose is also central to her strategy for Raffles in Saudi Arabia, where the brand’s unique blend of historical significance and contemporary luxury are being showcased.
One of Claudia’s significant changes was revising the brand’s tagline. She explained that the previous tagline, “an oasis of timeless elegance,” no longer resonated with modern luxury consumers. “For many, the word ‘timeless’ immediately had a connotation of old and tired,” she said. Through focus groups with influential travel advisors in North America and Europe, Claudia learned that the language used to describe luxury needed to evolve. “The response to the word ‘timeless’ was unanimous,” she noted. This insight led her to reposition Raffles as less of a timeless oasis and more of “the living room of a destination, a place that serves as a glamourous gathering spot and hub of cultural activity”.
Claudia emphasised the core pillars that define a Raffles property: legendary service, cultural immersion, and architectural significance. “We originated the butler service in 1887 at Raffles Singapore,” she proudly stated, adding that this tradition of personalised service remains a hallmark of the brand. “One of the core pillars is this idea that we are champions of culture in all its forms,” she added, highlighting Raffles’ commitment to integrating local art, music, and cuisine into its properties.
During her talk, Claudia addressed the importance of authenticity in luxury hospitality. “Many hotels and hospitality brands claim to have art collections and focus on culture,” she said, “but at Raffles, we truly live and breathe this ethos.”
Claudia’s approach is also deeply informed by her extensive background in high-end hospitality and luxury brands. With experience at iconic establishments and luxury brands such as Gucci and Christian Dior, she brings a unique perspective to Raffles. Her vision for the brand is not just about maintaining high standards of luxury but also about evolving those standards to meet the changing expectations of global travellers.
Expanding Raffles’ footprint in Saudi Arabia
Raffles Makkah Palace has long been a beacon of luxury in Saudi Arabia, offering unparalleled views of the Kaaba and exceptional service. Building on this foundation, Raffles is set to open Raffles Jeddah this year, further cementing its presence in the Kingdom. Overlooking the scenic corniche, drawing its colour palette from the Red Sea, Raffles Jeddah has all the makings of an outstanding landmark address, reflecting the artistic soul of the city. It features 182 guestrooms and 120 branded residences, all with private terraces and uninterrupted views of the Red Sea, along with a penthouse entertainment suite.
Raffles’ expansion in Saudi Arabia also includes exciting new developments like the Raffles Red Sea resort. This project, part of the landmark Red Sea Project, is a partnership with The Red Sea Development Company (TRSDC), a joint stock company wholly owned by the Public Investment Fund (PIF). Foster + Partners, renowned for their sustainable architecture, have been appointed as the project’s architects, with Citterio & Viel (ACPV) handling the interior design. The resort promises to set new standards in luxury and personal hospitality, featuring six Food & Beverage venues, a fully-fledged spa, and a 565-square-metre meeting space.
Further expanding Raffles’ innovative approach, Raffles Hotels & Resorts and NEOM have unveiled plans for Raffles Trojena, a year-round mountain destination in north-western Saudi Arabia. Slated to open in 2027, this resort will offer guests unprecedented access to the region’s stunning landscapes and natural beauty.
A new vision for Raffles
Claudia Kozma Kaplan’s vision for Raffles Hotels & Resorts around the globe, and indeed in Saudi Arabia, is one of bold innovation, sustainable luxury, and deep cultural engagement. By leveraging Raffles’ rich heritage and commitment to exceptional service, she aims to create unforgettable experiences that resonate with discerning travellers. The upcoming openings of Raffles Jeddah, Raffles Red Sea, and Raffles Trojena are testament to this vision, promising to set new benchmarks in the luxury hospitality sector.
As Saudi Arabia continues to evolve as a premier travel destination, Raffles is poised to play a pivotal role in shaping the future of luxury tourism in the region.
Claudia’s leadership and vision for Raffles Hotels & Resorts are driving the brand forward, creating new opportunities for growth and innovation. Her focus on authenticity, personalisation, and cultural immersion is setting new standards in the luxury hospitality industry, ensuring that Raffles remains at the forefront of this dynamic and rapidly evolving market.
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Read also: Raffles @ 2300 metres in Trojena
