Raffles Singapore is the main setting for what will undoubtedly prove to be the luxury traveller’s catchphrase for a long—if not a very long—time: “The butler did it.” Full stop. Now, here are four words that imagine and intrigue (what do they say to you?). It’s also Raffles’s new campaign; fashion, but for a hotel brand, or rather, the butler brand. Robb Report Hong Kong wanted to know how it all came about.
Image courtesy of Raffles
Raffles brand director, Claudia Kozma Kaplan, is the creative key. She came from a decade in dressing—including being SVP of marketing for Christian Dior Couture. Now based in New York, she called four top-notch creative agencies into bid. Trey Laird, who is well-known in A-list circles—and he who has Tiffany and Tom Ford in his professional pocket—hardly took breath after hearing the brief. Ah, he said immediately, we’re talking about “the butler did it.”
That was that. Shooting at Raffles Singapore was, well, so appropriate, as butlers were a part of the iconic hotel from the first day of operations, all the way back in 1887. As director, among “guests” whom Laird signed for the campaign video are Malaysian model and writer May Siu, and flamboyant Punjabi actor Waris Ahluwalia, known for his stunning finger rings. The butler, of course, needed to be an ageless English gent. Think versatile fashion model Tim Easton. Cementing its fashion DNA, The Butler Did It was officially launched during New York Fashion Week.
Image courtesy of Langham Hospitality Group
Heritage is increasingly important in these days of newness. We hear that Bangkok’s 1888-vintage Customs House, on the Chao Phraya river, will become a 78-room Langham hotel. It’s scheduled for opening in 2026. As always, any property on the river has extra clout, especially in Bangkok.
Image courtesy of Minor Hotels
Who first comes to mind when thinking about Bangkok and luxury lifestyle? US-born Thai citizen Bill Heinecke is a main contender. As the boss of Minor—named because he was underage when he founded the company (his father signed the relevant papers)—his now-worldwide empire encompasses elephant sanctuaries and tented camps, foods from fast to Michelin-starred, and some stunning hotels. Think St Regis in Bangkok, and the equally gorgeous Anantara Palazzo Naiadi Rome, an 18th-century marble palace overlooking the Fountain of the Naiads. It is the official host hotel for the Anantara Concorso Roma presented by UBS, scheduled for 24 to 27 April 2025. Expect an exclusively Italian line-up of motor marques, with Heinecke, a renowned collector of the best, beaming throughout.
One wonders if luxury hotel owners and petrolheads go together naturally. Sir Michael Kadoorie, the Peninsula legend, is similarly a renowned lover of vintage cars (and planes). At its Quail Lodge in California, the Peninsula presents the annual Pebble Beach Concours d’Elegance. The 2024 event’s two-day auction realised over US$108 million (HK$839.5 million) in total sales. Star of the show was a 1938 Alfa Romeo 8C 2900B Lungo Spider, sold for US$14 million (HK$108.8 million)—its value perhaps enhanced by having recently been rescued from a high-profile heist. The auction was conducted by leading car auction house Gooding & Company. Founded by CEO David Gooding and his wife Dawn Ahrens, Gooding & Company was recently bought by Christie’s, which in turn is owned by the Pinault family’s Artemis.
