The new brand will encompass 60 properties globally by 2030
Accor has launched a new global portfolio of boutique hotels and luxury resorts, Emblems Collection.
The collection will bring together existing hotels that take a “free-spirited” approach with properties “emblematic of their designers, demographics or destinations”, according to the group.
It will feature 60 properties globally by 2030, split into three categories: Emblems Collection Heritage, taking inspiration from the local area; Emblems Collection Retreat, offering wellbeing experiences in rural and beachfront locations; and Emblems Collection Signature, focused on design and inspired by the people that have contributed to the hotel’s legacy.
The flagship property in the collection, Guiyang Art Centre Hotel, will open in China’s Guizhou province in December 2022
Facilities at the hotel, which was originally built as an elaborate private residence, will include 64 suites, a pool, spa, fitness area, ballrooms and several bars and restaurants.
Gary Rosen, chief executive of Accor for Greater China, said: “This grand and enigmatic property has long captured the attention of residents and visitors to Guiyang.
“Emblems Collection will bring a fresh, modern expression of luxury living to this iconic landmark, setting the high standards of hospitality and style that we expect for this brand as it expands to other markets worldwide.”
The group said it was “actively seeking” other new properties to feature as part of the portfolio, with key target cities including Prague, Paris, London, Amsterdam, Madrid, Marrakech, New York, Buenos Aires, Santiago and beyond.
“Emblems Collection adds a fresh and exciting new dimension to Accor’s luxury offerings,” said Sébastien Bazin, chairman and chief executive of Accor. “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.”