Accor introduces Luxury portfolio for independent hotels

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Accor has introduced another brand to its vast hospitality empire, this time targeting independent “unique luxury” hotels. Emblems Collection will comprise a global portfolio of boutique hotels and high-end resorts. The first member property signed is the flagship Guiyang Art Centre Hotel, Emblems Collection in China’s Guizhou province, that is slated to open in December 2022. Accor anticipates the new brand will have 60 properties around the world by 2030, and has flagged opportunities in both Sydney and the Gold Coast in Australia.

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“Emblems Collection adds a fresh and exciting new dimension to Accor’s luxury offerings,” said Sébastien Bazin, Chairman & CEO, Accor. “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+ 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 aims to replicate the success achieved with another of the Group’s brands – MGallery Hotel Collection, which itself has 100+ boutique member properties. “With a similar free-spirited approach, yet focused on the luxury segment, Emblems Collection will feature unique hotels that are ’emblematic’ of their designers, demographics or destinations. Appealing to the stylish and the smart set, signature elements of the brand’s hotels will include luxurious surroundings, Instagram-worthy pools, and vibrant public spaces,” Accor said. Emblems Collection members will be distinguished into three categories:

• Emblems Collection Heritage – hotels that are landmarks of a destination – the buildings that contribute to the character of a city, place or nation; properties that celebrate the hallmarks of history and classic cultural traditions.
• Emblems Collection Retreat – resort properties along blissful beaches, bucolic countrysides or nestled in the mountains, offering sumptuous spa and wellness experiences with holistic care and enrichment through rituals, serenity and wellbeing.
• Emblems Collection Signature – design-led hotels that embody an aesthetic universe, an ode to the style and signature of the designers or original residents who contributed to the hotel’s unique legacy.

The French hotelier says Emblems Collection hotels and resorts will appeal to properties that are “seeking to upgrade their property’s luxury status and give their global profile a boost, the hotel brand standards of the collection are flexible, light, and easy to attain, with opportunities to sign franchise agreements – the only Accor luxury brand to offer this option.” Emblems Collection provides direct ROI and the opportunity to maximise revenue with immediate access to the power of Accor’s sales, distribution and loyalty platform.

First Stop: China

The 64-suite Guiyang Art Centre Hotel, Emblems Collection is the inaugural flagship of the new hotel portfolio, residing in the city’s famous Guiyang Art Centre. Originally built as an opulent private residence, this crown jewel of the capital city attracts visitors with its lush landscaping, sprawling grounds, and serene wellness ambience. “This grand and enigmatic property has long captured the attention of residents and visitors to Guiyang. Emblems Collection will bring a fresh, modern expression of luxury living to this iconic landmark, setting the high standards of hospitality and style that we expect for this brand as it expands to other markets worldwide,” said Gary Rosen, CEO, Greater China, Accor.

Growth – 60 properties by 2030

Accor is actively seeking new properties to be part of Emblems Collection in targeted destinations across the globe. Paris and Prague are two key cities where luxury heritage hotels might be candidates for Emblems Collection Heritage or Emblems Collection Signature. Other target cities for potential growth include London, Amsterdam, Berlin, Madrid, Marrakech, Cairo, Amman, Doha, Moscow, Bangkok, Seoul, Sydney, Montréal, New York, Havana, Cartagena, Santiago, Buenos Aires, Montevideo, and Santiago, among others. For the Emblems Collection Retreat, short-listed destinations include Tuscany, Mykonos, Bodrum, Algarve, Bali, Australia’s Gold Coast and Mexico’s Riviera Maya.

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