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Accor launches Emblems Collection, a new luxury hotel collection

On 23rd November, Accor, a global hospitality group, introduced Emblems Collection, a unique portfolio of boutique hotels and luxurious resorts.

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Emblems Collection is launching with a flagship hotel, Guiyang Art Centre Hotel, Emblems Collection in China’s Guizhou province, 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. 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,” said Sébastien Bazin, Chairman & CEO, Accor.

“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 have built while desiring the benefits that come with a global partner,” continued Bazin.

With the creation of Emblems Collection, Accor is broadening its footprint in the collection brands space and will look to replicate the success it has achieved with another of the Group’s brands, MGallery Hotel Collection, a storied portfolio that now counts more than 100 boutique hotels worldwide. With a similar free-spirited approach, yet focused on the luxury segment, Emblems Collection will feature hotels that are ‘emblematic’ of their designers, demographics or destinations.

The Emblems Collection brand is designed with the needs of independent and boutique hotel owners in mind. For those 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.

The new brand will encourage its hotels to retain their unique identities, which is important to hoteliers who have invested in creating a certain style for their hotel and/or market. Moreover, 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.

“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,” said Agnès Roquefort, Chief Development Officer, Accor.

Guiyang Art Centre Hotel, Emblems Collection is the inaugural flagship of the new hotel portfolio, residing in the city’s Guiyang Art Centre. Originally built as an opulent private residence, the property 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 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.

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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.