Accor targets independents with new luxury collection brand

Emblems Collection
Emblems Collection. (Accor)

Insight Comment
The quickest way to add hotels is through conversions and Accor is being pretty aggressive with this strategy. It clearly felt it didn’t have enough firepower at the top end and that it needed to create a new offering.

Accor is adding another brand to its roster with the aim of targeting independent luxury hotels.

The new brand is called Emblems Collection and its first property is in China - the Guiyang Art Centre Hotel in Guizhou province, which slated to open in December 2022.

Accor wants to broaden its footprint in the collection brands space and is targeting 60 properties around the world by 2030. It wants to replicate the success it has had with MGallery Hotel Collection, which now counts more than 100 boutique hotels worldwide.

Hotels and resorts joining the Emblems Collection will fall into three categories:

  • Emblems Collection Heritage – hotels that are landmarks of a destination 
  • Emblems Collection Retreat - resort properties near beaches, the countryside or mountains
  • Emblems Collection Signature – design-led hotels

Accor said it was keeping the brand standards “flexible, light, and easy to attain” with the ability to sign franchise agreements – the only luxury brand it offers this option for.

What They Said

Sébastien Bazin, chairman & CEO, Accor: “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. 

“The hotels we will feature in Emblems Collection are those sought out by travelers 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.”

Agnes Roquefort, chief development officer, Accor: “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.”