Accor introduce global portfolio of boutique hotels and luxurious resorts, Emblems Collection

Accor introduce global portfolio of boutique hotels and luxurious resorts, Emblems Collection
By James Harrison


French hospitality company, Accor, has announced Emblems Collection, a global portfolio of boutique hotels and luxurious resorts, with its flagship hotel – Guiyang Art Centre Hotel in China’s Guizhou province, set to open in December 2022.

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

Accor chairman and CEO, Sébastien Bazin, said he’s excited about the new venture for the company.

“Emblems Collection adds a fresh and exciting new dimension to Accor’s luxury offerings,” he 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 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 brand 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, bucolic countrysides or nestled in the mountains, offering sumptuous spa and wellness experiences with holistic care and enrichment through rituals, serenity and wellbeing.
  • 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 unique legacy.

The Emblems Collection brand is also designed for independent hoteliers who want to upgrade their property’s luxury status and boost their global profile.

Accor chief development officer, Agnes Roquefort, says Emblems Collection is a prime opportunity for hoteliers to capitalise on.

“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,” she said.

“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 Roquefort.

The Guiyang Art Centre Hotel is the inaugural flagship of the hotel portfolio and will be a huge first step for Emblems Collection, according to Accor CEO for Greater China, Gary Rosen.

“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,” he said.

“HLC is a respected business leader in Guizhou province and recognized 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.

“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,” said Rosen.

The Emblems Collection brand is set to expand around the globe with Paris and Prague as two ideal locations for the next expansion.

Latest News

  • Aviation

Low-cost Indian carrier SpiceJet continues to burn cash

It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]

  • Attractions

SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024

AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]

  • Cruise

Silversea taps Barbara Biffi as senior vice president for global sales

Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]

  • Technology
  • Travel Agents

Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy

Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]