Accor launches Emblems Collection with flagship scheme in China

by | 02 Dec 2021 | Portfolio

The French hospitality group has introduced a new brand and set a target of representing 60 boutique hotels and luxury resorts by 2030, starting with a project in the People’s Republic.

Designed to attract independent hoteliers, Emblems Collection promises to offer something different to Accor’s existing portfolio.

A new collection of boutique properties

Accor has announced the debut of its latest brand, Emblems Collection. This global portfolio of boutique hotels and luxury resorts is launching with a stunning flagship hotel, Guiyang Art Centre Hotel, Emblems Collection in China’s Guizhou province, that’s slated to open in December 2022.

The company, which has created the brand to meet the needs of independent and boutique hotel owners, is aiming to have 60 Emblems Collection properties across the globe by 2030. To help achieve this goal, Emblems Collection will be the only luxury brand offered by Accor on a franchise basis.

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

Following in the footsteps of MGallery

With the creation of this new collection, Accor’s seemingly hoping to replicate the success of MGallery Hotel Collection, which now brings together more than 100 boutique hotels worldwide.

Emblems Collection will highlight properties that are emblematic of their designers, demographics and destinations. Curated to appeal to the stylish and smart traveller, the hotels will fall into three categories: Emblems Collection Heritage, highlighting landmarks of a destination; Emblems Collection Retreat, shining a light on bucolic resorts; and the design-led Emblems Collection Signature.

The collection will enable hotels to retain their identity, while benefitting from Accor’s global profile and expertise.

“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 of Accor.

“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.”

A flagship hotel in China

As the name suggests, the brand’s inaugural flagship, Guiyang Art Centre Hotel, Emblems Collection, will form part of Guiyang Art Centre. Previously a private residence, it promises to draw in visitors with its serene and lush grounds.

On opening at the end of 2022, this hotel will provide accommodation across 64 suites and host events in two ballrooms. Among the other noteworthy amenities being planned are a swimming pool, spa and fitness centre, plus various restaurants, bars and lounges.

“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 honoured to work with our trusted partner, HLC Group, on this landmark project. HLC is a respected business leader in Guizhou province and recognised as one of China’s top private enterprises; we are delighted to partner with them to bring our shared vision of the new Emblems Collection hotel in Guiyang to life,” said Gary Rosen, CEO, Greater China, Accor.

Accor’s now actively seeking new properties for Emblems Collection in the likes of Paris and Prague. Other potential cities for growth include London, Amsterdam, Berlin, Madrid, Marrakech, Cairo, Amman, Doha, Moscow, Bangkok, Seoul, Sydney, Montréal, New York City, Havana, Cartagena, Santiago, Buenos Aires, Montevideo and Santiago. Emblems Collection Retreat, meanwhile, will focus on destinations such as Tuscany, Mykonos, Bodrum, the Algarve, Bali, Australia’s Gold Coast and Mexico’s Riviera Maya.


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Accor's Emblems Collection is a unique global portfolio of boutique hotels and luxurious resorts.


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