Hospitality company Accor has announced the launch of the Emblems Collection, an international portfolio of boutique hotels and upscale resorts.

“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-plus brands in our global network continue to grow, evolve, and flourish,” says Accor chairman and CEO Sébastien Bazin. “The hotels we will feature in Emblems Collection are those sought out by travelers 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.”

Conceived with the needs of independent and boutique hotel owners in mind, Emblems Collection will encourage each hotel in its portfolio to retain its original identity and provide direct ROI and the opportunity to maximize revenue with immediate access to Accor’s sales, distribution, and loyalty platform. “For owners and developers who have created unique luxury hotels, or are looking to develop a new upmarket offering, we offer a collection brand that can boost their property’s status and profile with limited investment in marketing and branding, along with an easy transition process,” adds Accor CDO Agnes Roquefort. “With Emblems Collection, a hotelier can optimize their costs and operations right away by leveraging Accor’s powerful global distribution and supply networks, while expanding their audience reach from the moment they join.”

Emblems Collection is slated to officially debut in December 2022 with the opening of the Guiyang Art Centre Hotel, Emblems Collection in China’s Guizhou province. Housed across a former palatial private residence, the forthcoming property will showcase grandeur, style, and innovation. In addition to 64 luxe suites, amenities will include dual ballrooms, a spa, fitness center, swimming pool, and a medley of chic F&B options.

The brand anticipates to grow its portfolio to 60 global properties by 2030.

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