Accor unveils its latest luxury brand Emblems Collection

Accor has unveiled its latest luxury brand Emblems Collection, a global portfolio of boutique hotels and resorts.

Emblems Collection is launching with flagship hotel Guiyang Art Centre Hotel, Emblems Collection in China’s Guizhou province, which is slated to open in December 2022.

The luxury brand is expected to grow to 60 properties around the world by 2030.

“Emblems Collection adds a fresh and exciting new dimension to Accor’s luxury offerings,” said Sébastien Bazin, Accor’s Chairman & CEO.

“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.”

Accor’s latest brand portfolio is part of a broader trend for large hotel companies to bring their global management platforms into independent boutique hotels.

With Emblems Collection, Accor is broadening its footprint in the collection brands space and will look to replicate the success it has achieved with MGallery Hotel Collection, a storied portfolio that now counts more than 100 boutique hotels worldwide.

“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,” said Bazin

Hotels and resorts joining the Emblems Collection will fall into three categories Emblems Collection Heritage (landmarks of a destination), Emblems Collection Retreat (resort properties) and Emblems Collection Signature (design-led hotels).