Accor is set to launch the Emblems Collection, a global portfolio of boutique hotels and luxury resorts. The collection will debut in December 2022 with the Guiyang Art Centre Hotel, Emblems Collection as its flagship hotel in China’s Guizhou province.
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,” Accor Chairman and CEO Sébastien Bazin said. “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 travelers 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 is broadening its footprint in the collection brands space following its work with the MGallery Hotel Collection, which now has more than 100 boutique hotels worldwide. Emblems Collection will include hotels that are ‘emblematic’ of their designers, demographics or destinations.
Hotels and resorts joining the Emblems Collection will fall 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 beaches, countrysides or mountains, offering spa and wellness experiences.
- 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 legacy.
Designed for independent hoteliers
The Emblems Collection brand will have "flexible, light, and easy to attain," brand standards, the company said, with opportunities to sign franchise agreements—the only Accor luxury brand to offer this option. The new brand will encourage its hotels to retain their unique identities. Moreover, Emblems Collection provides direct ROI and the opportunity to maximize revenue with immediate access to the power of Accor’s sales, distribution and loyalty platform.
“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,” said Agnes Roquefort, chief development officer, Accor. “With Emblems Collection, a hotelier can optimize 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.”
Flagship
Guiyang Art Centre Hotel, Emblems Collection is the inaugural flagship of the hotel portfolio, residing in the city’s Guiyang Art Centre. Originally built as an opulent private residence, this property in the capital city attracts visitors with its lush landscaping, sprawling grounds, and serene wellness ambience.
“As one of the most important hospitality markets in the world, China is the perfect location for Accor to launch our newest luxury brand, and we are honored to work with our trusted partner, HLC Group on this landmark project,” said Gary Rosen, CEO, Greater China, Accor. “HLC is a respected business leader in Guizhou province and recognized as one of China’s top private enterprises. 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.”
With a plan to grow the collection to 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.