TORONTO — An international team from FRHI Hotels and Resorts, who were in Toronto last week for a global PR meeting, were introduced to local media at the Fairmont Royal York in an event billed as FRHI’s inaugural Media Mixer.

Company representatives for the Middle East, Africa & India; Europe and the Americas, along with various sales and marketing representatives, mingled with consumer and trade media at the hotel’s Library Room where some of the hotel’s signature cocktails were served.

Alexandra Blum, VP Global Public Relations & Partnerships, FRHI Hotels & Resorts told the small gathering the company is poised to lead the luxury travel market for years to come based on projected 50% growth over the next five years.

“We make it a priority to constantly research what guests want, how external factors impact their choices, what the newest trends are and how to anticipate the next luxury travel trends,” she said, while acknowledging the important role the company plays in preserving iconic hotel landmarks.

“We truly believe we are stewards of restoration and we’re getting a lot of practice. Eighty percent of Fairmont’s portfolio is currently under restoration and we have numerous multi million dollar renovation projects underway all over the world.”

Meanwhile, FRHI is in the midst of re-introducing new cocktails and last week guests got a sneak peak of some of them including the Royal York Caesar, the Sparkling Collins Royale and the Singapore Sling, a Raffles classic which turned 100 this year.

“We asked the (company’s) top five bartenders from around the world to take all the classic cocktails and perfect them,” said Ralitza Iordanova, Manager Global Partnerships FRHI Hotels & Resorts. Stay tuned!