How Raffles Hotel is banking on the butler to modernise luxury

Raffles Hotels & Resorts is ushering its legendary service into a new era. With the launch of the second chapter of its global campaign, “The Butler did it”, the brand is using storytelling and bespoke experiences to modernise its image, while staying true to its heritage.

Raffles’ chief brand officer Claudia Kozma Kaplan explains that "The Butler did it" concept evolved from a desire to present Raffles in a bold and unmistakable way, creating imagery so distinctive that it could only belong to Raffles," she said, adding that: 

Storytelling is central to our brand marketing strategy as it allows us to craft not just campaigns, but living narratives that immerse our guests and invite them to step into a world of theater, inspiration, and discovery.

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Set against the historic grandeur of Raffles London at The OWO, the campaign blends cinematic flair with the brand’s signature butler service, featuring Tim Easton alongside a star-studded cast including Henry Golding, Jacquetta Wheeler, and Amalie Gassman.

The first chapter introduced audiences to Raffles’ iconic Butler Service in its flagship Singapore property, with Easton joined by Waris Ahluwalia, Robert Rabensteiner, and May Siu. It highlighted how Raffles anticipates every guest need - from private tours to in-room dining - while positioning the brand as elegant, cinematic, and globally expanding.

This narrative approach extends beyond film and photography.

Through “The Butler did it experiences”, Raffles has created bespoke itineraries curated by its butlers, turning guests from passive spectators into active participants.

From sharing afternoon tea with royalty in Cambodia to uncovering London’s hidden stories on a private historical journey, each experience is designed to immerse guests in a culturally rich, one-of-a-kind journey unique to each property.

Kozma Kaplan notes that these itineraries also reflect how the butler role has evolved: beyond impeccable service, today’s butlers are cultural connectors and trusted guides, opening doors to moments and stories that cannot be accessed otherwise.

When it comes to its campaigns, wit, elegance and intrigue are balanced. In fact, Kozma Kaplan likened each activation to a staged play: wit adds sparkle, elegance anchors the production in sophistication, and intrigue keeps audiences leaning forward. By blending these elements with sensitivity to cultural nuance, Raffles creates campaigns that resonate equally in cosmopolitan cities such as London and across the vibrant markets of Asia Pacific.

Selecting the right creative collaborators is equally crucial. Raffles sought out a team that instinctively understood the interplay of heritage and modernity. Working with creative director Trey Laird, photographer Dylan Don, and stylist Robert Rabensteiner, Raffles' campaigns honour the DNA of the hotel while introducing a fresh lens that surprises and delights audiences.

Heritage remains a foundation for the brand, dating back to 1887, yet each new property allows Raffles to reinterpret its history for contemporary luxury travellers.

“We honour our rich history through hallmarks such as our legendary butler service, while evolving the guest experience - from design to programming to culinary offerings - to meet the desires of the modern luxury traveller. The result is a brand that feels both steeped in history yet perfectly in step with today’s world,” Kozma Kaplan said.

Maintaining consistency across diverse markets is key. Raffles’ global expansion - from Jaipur and Sentosa to upcoming openings in Jeddah, Lake Como, Los Cabos, Shanghai and Tokyo - ensures that every property delivers a consistent red thread of legendary service and enchanted glamour while allowing each hotel to reflect its own locale and culture.

The brand’s core remains the same: Service that is anticipatory, personalised, and deeply personal. "This balance allows us to remain unmistakably Raffles, while ensuring that each experience feels unique," Kozma Kaplan added.

Through these immersive experiences, Raffles also strengthens its marketing impact. The brand looks beyond occupancy numbers, focusing on earned media value, social engagement, guest sentiment, and brand advocacy to understand how deeply its stories resonate. Kozma Kaplan notes: 

The truest measure of impact is when guests not only return, but also retell their Raffles moments as personal stories of their own.

Ultimately, the campaign forms part of a broader strategy to modernise Raffles’ perception. While the brand has always been synonymous with luxury, the goal is to present a sophisticated yet warm, accessible yet aspirational image. “While we are an ultra-luxury brand, we don’t want people to think of us as stuffy or exclusive, because our hotels are very warm, welcoming places where we want people to feel like the best version of themselves,” says Kozma Kaplan.

Looking ahead, Raffles sees luxury hospitality marketing evolving toward deep, participatory storytelling - cinematic, immersive, and interactive, using digital innovation and cultural partnerships to craft narratives that feel both global and personal.

Through “The Butler did it”, Raffles is proving that true luxury is no longer just about opulence - it’s about narrative, experience and the ability to transform every stay into a personal story.

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