Accor Launches New Luxury Hotel Brand: Emblems Collection

Guiyang Art Centre Hotel, Emblems Collection
Guiyang Art Centre Hotel, Emblems Collection

Hospitality group Accor has announced “Emblems Collection,” a new global portfolio of luxury hotels and resorts. The brand is set to launch with a flagship hotel, Guiyang Art Centre Hotel, Emblems Collection in China’s Guizhou province, set to debut in DEC 2022. According to Accor, the brand is expected to grow to 60 properties around the world by 2030.

“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,” said Sébastien Bazin, Chairman & CEO, Accor.

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, with a portfolio of more than 100 boutique hotels worldwide. With a similar approach, yet focused on the luxury segment, Emblems Collection will feature unique hotels that are ‘emblematic’ of their designers, demographics or destinations. According to Accor, signature elements of the brand’s hotels will include luxurious surroundings, pools, and public spaces. Hotels and resorts joining the Emblems Collection will fall into three categories:

  • Emblems Collection Heritage: According to Accor, these hotels that are landmarks of a destination, the buildings that contribute to the character of a city, place or nation; properties that celebrate history and classic cultural traditions.
  • Emblems Collection Retreat: Resort properties along beaches, countrysides or nestled in the mountains, offering spa and wellness experiences with holistic care and enrichment through rituals, and wellbeing.
  • Emblems Collection Signature: Design-led hotels that embody an aesthetic, an ode to the style and signature of the designers or original residents who contributed to the hotel’s legacy.

First Stop: China

Guiyang Art Centre Hotel, Emblems Collection is the inaugural flagship of the new hotel portfolio, residing in the city’s Guiyang Art Centre. Originally built as a private residence, this property attracts visitors with its landscaping, sprawling grounds, and wellness ambience.

The city of Guiyang is well-known for its warm climate, being centrally located in the province of Guizhou, and sits along the north bank of the Nanming River. According to Accor, Guiyang is one of the fastest growing cities in the country, a tourism hotspot, and a popular destination for luxury travelers, both domestically and internationally.

“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 honored to work with our trusted partner, HLC Group on this landmark project. 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,” said Gary Rosen, CEO, Greater China, Accor.

With 64 suites and two ballrooms, guests can enjoy the new Emblems Collection hotel, with its mix of atmosphere, grandeur, style and innovation. Other amenities include the swimming pool, spa and fitness area, or the variety of 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.

For more information, visit Accor’s web site.

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