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Tuesday 30 November 2021

Accor launches a new high-end hotel brand

I am a big fan of the Accor Group; hoteliers who really get hospitality.

I have in the past consulted on wine lists to Accor, and regularly choose to stay in their hotels.

Accor has just introduce its Emblems Collection, a global portfolio of boutique hotels and luxurious resorts designed for independent hoteliers to gain global exposure.

Emblems Collection is launching with a flagship hotel: Guiyang Art Centre Hotel in China's Guizhou province (above), slated to open in December 2022.

The luxury brand is expected to grow to 60 properties around the world by 2030.

My problem is that I think Accor already has enough brands. More than enough. Enough to confuse.

But ....

“Emblems Collection adds a fresh and exciting new dimension to Accor's luxury offerings," says Sébastien Bazin, Chairman & CEO, Accor.

"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.

“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.”

Emblems Collection will feature hotels that are 'emblematic' of their designers, demographics or destinations.

For me, even more concerning news is the brand will be spread over three segments: Emblems Collection Heritage, Emblems Collection Retreat and Emblems Collection Signature.

I'm sure Emblems Collection will be another huge Accor success. But sorry, I already have a headache.

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