Accor has chosen the iconic Lucknam Park Hotel & Spa in Wiltshire as the first-ever hotel to launch under its new Emblems Collection brand, marking a major moment in the company’s global expansion into personalized, design-led, luxury hospitality.
Set to officially join the collection in late 2025, Lucknam Park will lead the rollout of this curated portfolio of boutique hotels, each chosen for their distinct character, craftsmanship, and sense of place. Located just six miles from the UNESCO World Heritage city of Bath, Lucknam Park is known for its timeless English countryside charm, featuring:
- A total of 42 individually designed rooms and 9 private cottages
- A Michelin-starred restaurant
- An award-winning wellness spa
- A renowned equestrian center
- A total of 500 acres of landscaped parkland
Currently operating as a prestigious independent hotel, Lucknam Park’s commitment to heritage, service, and intimate luxury makes it a natural fit for the Emblems brand. Accor describes Emblems as focusing on “quiet luxury”—where elegance is felt, not flaunted.
A defining step for Emblems Collection
As the flagship property, Lucknam Park will fall under Emblems’ “Heritage” category, celebrating hotels with deep cultural roots while embracing modern luxury. The estate will undergo thoughtful enhancements to align with Emblems’ aesthetic and service standards—without compromising its identity.
Accor has ambitious plans for the brand, with 10 Emblems hotels already signed, 15 targeted in development by the end of 2025, and upcoming destinations including Greece and Italy.
Chloe Laskaridis, President of Lucknam Park Ltd., said, “We are truly excited to announce our alliance with Accor and its new and prestigious Emblems Collection. The collection’s core values perfectly align with all that Lucknam Park embodies and celebrates: timeless beauty, personalized service, and luxury experiences which are personal, storied, and sensorial.”
