Emblems Collection was launched as Accor’s latest luxury collection, unveiled for the first time at the end of 2021. How has this young brand found its place in the highly competitive world of high-end hotels, while remaining true to its promise of intimacy and exclusivity?
In four years, Emblems Collection has established itself as the showcase for Accor’s understated luxury. From its launch, the brand was conceived as a highly selective portfolio of hotels, chosen for their character, their connection to their location, and their ability to offer intimate hospitality.
The collection’s growth accelerated in 2024: the brand successfully signed seven iconic properties across Europe, Southeast Asia, and North America, while nine other projects were in the final stages of negotiation.
A trump card for Accor
In terms of positioning, Emblems focuses on understated elegance, refined aesthetics, and a strong connection between the hotel and its surroundings. Accor emphasizes concepts such as “soulful luxury,” “refined taste,” and “elevated intimacy,” all of which describe experiences rather than standardized services. This approach allows Accor to occupy a more discreet position in the high-end market, targeting “aesthetic travelers” in search of unique destinations.
To continue reading this article, subscribe or log in to your account
Discover our plans
- Every day, keep up to date with the latest business news from the world of luxury.
- Receive the essential luxury business news by email every week
- Access all our events
- The Luxury Journals and Luxus Magazine in print and digital versions
Subscribe for 1€
Become an active member of the community of luxury leaders.
Read also > Accor expands its luxury portfolio with Emblems Collection
Featured photo: © Accor
