Accor launches Emblems Collection, a new luxury hotel brand
The luxury hotel market is changing fast, driven by iconic addresses and new banners. With Emblems Collection, Accor offers a flexible approach to houses with character. As a result, travelers find more choice, and reliable landmarks.
Emblems Collection, the flexible banner of independent luxury
Announced by Accor, Emblems Collection unites upscale establishments around a common frame of reference. This “collection” brand makes it easier for independent luxury hotels to join, without imposing a single model. In this way, each address retains its own identity, while benefiting from the group’s distribution and standards. For our customers, this ensures the quality of their stay.
The concept is built around three categories designed for distinct needs. These are “Heritage” for historic places, “Retreat” for well-being, and “Signature” for assertive design. What’s more, each pillar frames the experience, without freezing the creation. In this way, the local soul remains at the center.
Accor unveiled the brand in 2021. A first property, the Guiyang Art Center Hotel in China, is due to open under the banner in
“A collection designed for local icons, without sacrificing luxury standards.”
Why this collection is of interest to owners and travellers
For an owner, the benefits are twofold. On the one hand, access to Accor’s channels and loyalty program brings qualified demand. On the other, the flexibility appeals to family homes and medium-sized luxury hotels. As a result, the investment/visibility equation becomes more favorable.
From the customer’s point of view, the experience becomes clearer, without losing its cachet. Thanks to ALL, points and benefits follow, even at singular addresses. In short, the notion of collection links unique places under a clear promise. And, as a result, loyalty is easier to build.
- A flexible banner to preserve site identity
- Quality standards and shared services
- Access to international distribution channels
- Direct benefits for project developers
- Greater clarity for loyal customers
Travel trends and concrete examples
Travelers are looking for unique, legible places. As a result, the luxury hotel segment values a sense of place and well-being. In addition, the demand for nature close to the city is growing. As a result, secondary destinations are gaining ground.
Lucknam Park Hotel & Spa, near Bath, embodies country-chic elegance. What’s more, its spaciousness makes it one of the preferred luxury hotels for discerning families.
This house features
Rimrock Banff looks out over the Canadian Rockies from its promontory. Rooms also open onto the valley and hot springs.
Skiing is just a stone’s throw away, while high-altitude trails start at the doorstep. In short, service remains friendly, even in high season.
For the sector, a collection brand serves as a gateway. It links independents, global distribution and CSR standards. Moreover, contractual agility attracts cautious owners. As a result, luxury hotels are converging on common tools without losing their soul.
Impact on destinations and local employment
The local effect is quickly apparent. Direct employment and local purchasing support fragile ecosystems. What’s more, hospitality training improves employability. Luxury hotels can therefore act as a territorial lever.
Masseria Furnirussi, in Puglia, relies on olive groves and silence. What’s more, the light-colored stone keeps things cool in summer.
The spa favors Mediterranean rituals, while the cuisine is rooted in slow food. Luxury hotel lovers will find a peaceful rhythm.
In Siena, Palazzo Sozzini Malavolti blends antique marble and design. Also, the living rooms tell the story of a Tuscan family.
We stay in the heart of the city, close to the Contrades and the Campo. As a result, the house appeals to travelers in search of character.
Inspiring addresses and next steps
Accor is moving forward in stages. The selection process focuses on emblematic addresses that are ready to join the banner. What’s more, it takes time to align with the brand’s standards and signature. Consequently, the arrival of new luxury hotels will be a long-term process.
Relais San Clemente occupies a former convent near Perugia. The grounds invite you to take a stroll among the cypress trees.
The vaulted ceilings provide space for seminars and private parties. In this way, the address naturally joins the appeal of luxury hotels in Umbria.
In Cortina d’Ampezzo, the Bellevue Hotel watches over the Dolomites. The wood panelling warms in winter and opens up in summer.
Families enjoy flexible suites, while sports enthusiasts head out early to the via ferrata. As a result, the destination inspires lovers of luxury mountain hotels.
Two hours from Athens, Elatos Resort nestles on Mount Parnassus. And the wooden chalets create an unexpected alpine ambience.
The indoor swimming pool extends a day’s skiing or hiking. The address completes the mosaic of luxury hotels in Greece.
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