Unaligned independent hoteliers trading in the luxury space now have a new contender for their affection after Accor introduced a new brand designed to entice boutique operators to align their properties.
Dubbed the Emblems Collection, Accor says the new portfolio for boutique and luxury hoteliers is aiming to grow to 60 properties worldwide by 2030. The company has earmarked Sydney and the Gold Coast among a list of target cities where properties befitting the Emblems Collection portfolio may be found.
The brand has kicked off with an initial member in the form of the Guiyang Art Centre Hotel, Emblems Collection in the Guizhou province of China, along the Nanming River. The grand palatial hotel was originally constructed as a private residence and is currently being transformed into its new guise as a hotel, offering 64 suites and opening in December 2022.
Emblems Collection features three tiers – Heritage, Retreat and Signature – under which all member properties will reside. Those under the Heritage wing will be ‘destination landmarks’ which resonate with or are synonymous with a place; Retreat properties will be those situated in tranquil locations such as along beaches, in forests or mountains and provide a restful experience; while Signature properties will be design-led examples of contemporary or classical culture which embody a period or a designer’s influence.
Member properties will be able to align their hotels with the brand’s flexible standards, with the opportunity to operate the property as a franchise. Hotels will be able to retain their individual personality and style, while gaining access to Accor’s global sales, marketing, distribution and loyalty structures.
Accor President and CEO, Sébastien Bazin, said Emblems Collection brings and fresh 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,” he said.
“The hotels we will feature in Emblems Collection are those sought out by travellers 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.”