Accor announced the launch of a new brand, Emblems Collection, dedicated to luxury hotels and resorts. The first address will open in Guizhou province in December 2022.
Emblem Collection is intended to have a portfolio of 60 properties worldwide by 2030, thus strengthening the group’s presence in the luxury and high-end hotel sector. “One of the main thrusts of our growth and development strategy is to aggressively expand our strongest product lines and key business drivers, including luxury and collector brands,” Accor CEO Sébastien Bazin said in a statement.
With the creation of Emblems Collection, Accor is strengthening its position in the high-end segment, and seeks to replicate the success already achieved through MGallery Hotel Collection, another of the group’s portfolios.
Emblems Collection is intended to be a new offering more focused on the luxury segment, and will feature unique addresses that are highly iconic in terms of their creators, target audience or destination. Aimed primarily at chic and elegant travellers, its establishments will be above all refined. Three categories are planned: Emblems Collection Heritage, Emblems Collection Retreat and Emblems Collection Signature.
This new portfolio is also intended to be in tune with independent hoteliers. Indeed, the Emblems Collection brand is designed to take into account the needs of independent hotel owners, with hotel standards that are flexible and simple to implement, while being open to franchise agreements. This will allow independent hoteliers to give their properties a more premium character and enhance their international reputation while retaining much of their identity, which the new brand will encourage to be preserved.
In addition, Emblems Collection offers a direct return on investment as well as the opportunity to maximise revenues through immediate access to the power of Accor. “We offer a collection brand that can enhance the status and awareness of their property, with limited investment in marketing and branding, and an easy transition process,” said Agnes Roquefort, Accor’s Director of Development.
The first hotel in the new portfolio will be the Guiyang Art Centre Hotel in China, an opulent private residence converted into a hotel, with vast outdoor spaces, lush gardens and a serene atmosphere.
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