Accor Launches New Luxury Hotel Collection

Accor has announced plans to launch the Emblems Collection, a portfolio of boutique hotels and luxury resorts.

The collection will debut in December 2022 with the Guiyang Art Centre Hotel, Emblems Collection as its flagship hotel in China’s Guizhou province.

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

According to Accor Chairman and CEO Sébastien Bazin, a key focus of growth and development for the company is to add aggressively across our strongest lines and leading business accelerators, which includes luxury as well as collection brands.”

Accor is broadening its footprint in the collection brands space following its work with the MGallery Hotel Collection, which now has more than 100 boutique hotels worldwide. The distinction for the Emblems Collection will include “hotels that are ‘emblematic’ of their designers, demographics or destinations. 

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 along beaches, the country or mountains, offering spa and wellness experiences; and Emblems Collection Signature that are design-led hotels.

Guiyang Art Centre Hotel, Emblems Collection is the inaugural flagship of the hotel portfolio, located in the city’s Guiyang Art Centre.

“As one of the most important hospitality markets in the world, China is the perfect location for Accor to launch our newest luxury brand,” said Gary Rosen, CEO, Greater China, Accor.

Originally built as an opulent private residence, the property in the capital city boasts lush landscaping, sprawling grounds, and a serene wellness ambience.

Accord said it expects to grow the collection to 60 properties by 2030, targeting cities such as Paris, Prague, Berlin, Madrid, Marrakech, Cairo, and Amman. For the Emblems Collection Retreat, cities for potential growth include Tuscany, Mykonos, Bodrum, Algarve, Bali, Australia’s Gold Coast, and Mexico’s Riviera Maya.