Accor launches new luxury brand

Accor launches new luxury brand

Emblem Collections will comprise boutique hotels and luxury resorts around the world

Accor’s new Emblem Collections brand will debut in China’s Guizhou province in December 2022. 

The brand will feature hotels that are emblematic of their designers, demographics or destinations, and the portfolio of boutique hotels and resorts is expected to grow to 60 properties worldwide by 2030.

Properties under the Emblem Collections brand will have three categories:

  • Emblems Collection Heritage – hotels that are landmarks, with buildings that contribute to the character of a location, and celebrate history and classic cultural traditions
  • Emblems Collection Retreat – resort properties at beach, countryside or mountain destinations, with a focus on spa and wellness experiences
  • Emblems Collection Signature – design-led hotels that pay homage to the style and signature of the designers or original residents

The first hotel to join the portfolio is Guiyang Art Centre Hotel. Originally built as a private residence, the hotel will feature 64 suites, two ballrooms, a swimming pool, and spa and fitness facilities, as well as bars, lounges and restaurants.

Speaking about the new launch, Accor chairman and CEO Sébastien Bazin commented: “Emblems Collection adds a fresh and exciting new dimension to Accor’s luxury offerings. A key focus of our growth and development strategy is to add aggressively across our strongest lines and leading business accelerators, which includes luxury as well as collection brands, while ensuring all 40-plus brands in our global network continue to grow, evolve and flourish.


“The hotels we will feature in Emblems Collection are those sought out by travellers who appreciate high-end, boutique-style experiences, as well as by hoteliers who cherish the independent brands they’ve built while desiring the benefits that come with a global partner.”

Accor chief development officer Agnes Roquefort added: “For owners and developers who have created unique luxury hotels, or are looking to develop a new upmarket offering, we offer a collection brand that can boost their property’s status and profile with limited investment in marketing and branding, along with an easy transition process.

“With Emblems Collection, a hotelier can optimise their costs and operations right away by leveraging Accor’s powerful global distribution and supply networks, while expanding their audience reach from the moment they join. We look forward to working collaboratively with more hoteliers and development partners to bring more hotels around the world to this outstanding collection.”

The operator is targeting properties in cities including Cairo, Amman, Doha, London, Amsterdam, Berlin, Madrid, Marrakech, Moscow and Bangkok.

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