Accor has introduced the Emblems Collection, a portfolio of boutique hotels and luxurious resorts. The Guiyang Art Centre Hotel, Emblems Collection, in China’s Guizhou province, slated to open in December 2022, will be the brand’s first hotel. The luxury brand is expected to grow to 60 properties around the world by 2030.
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 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 include unique hotels that are “emblematic” of their designers, demographics or destinations. With an aim to appeal to the stylish and the smart set, signature elements of the brand’s hotels will include luxurious surroundings, Instagram-worthy pools and vibrant public spaces. 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 blissful 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 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 identities, which is important to hoteliers who have invested in creating a certain style for their hotel and/or market.
Guiyang Art Centre Hotel, Emblems Collection, the inaugural flagship of the new hotel portfolio, residing in the city’s Guiyang Art Centre was originally built as a private residence. It attracts visitors with its lush landscaping, sprawling grounds, and wellness ambiance. The new Emblems Collection hotel will offer 64 suites and two ballrooms along with a swimming pool, spa and fitness area, and bars, lounges and restaurants.
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.
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