Exciting Launch: Accor Unveils the Emblems Collection of Luxury Hotels

Accor, the renowned French hospitality giant, has just introduced its prestigious Emblems Collection, a selection of luxury hotels designed to provide unique, destination-focused experiences. This launch highlights the flagship hotel, Lucknam Park Hotel & Spa, which officially joins the Emblems Collection in November 2025. Situated in the picturesque Wiltshire countryside of England, this beloved country estate boasts a Michelin-starred restaurant and rich history, dating back to 1720. The Emblems Collection aims to enhance guest experiences by infusing local culture and hospitality into each property, with six new additions planned across Europe and the Americas in the coming two years.

A Journey Through Luxury: Upcoming Emblems Collection Properties

Travelers can look forward to an exciting array of new Emblems Collection properties. Set to debut in 2026, among them is the beautifully renovated Rimrock Banff in Canada’s breathtaking Rocky Mountains, a 333-room hotel offering stunning views and unparalleled comfort. The collection also includes the Masseria Furnirussi, featuring 60 rooms nestled in the largest fig orchard in Europe in Puglia, Italy, and the Palazzo Sozzini Malavolti, a beautifully frescoed palace just steps from Siena’s renowned Piazza del Campo. These new hotels, combined with existing properties like Lucknam Park, are set to redefine luxury hospitality by focusing on unique local experiences and full renovation of the accommodations.

Understanding the Accor Brand Structure: Hard vs. Collection Brands

Accor is a global hospitality leader with a portfolio of over 45 brands categorized into "hard brands" and "collection brands." Hard brands, such as Raffles and Orient Express, maintain strict guidelines to ensure a consistent guest experience across all properties. Conversely, collection brands, including MGallery and the newly launched Emblems Collection, allow for greater diversity and individuality among hotels, catering to a wider range of owner preferences. According to Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery, and Emblems Collection, this flexibility is appealing to hotel owners looking to uphold their distinctive identities while benefiting from Accor’s robust loyalty programs and extensive reach.

The Essence of Emblems Collection: A Luxurious Experience

Bailly envisions the Emblems Collection as an elevated version of MGallery, featuring larger rooms and more suites designed to be destinations in themselves. Each Emblems hotel will embody unique characteristics that reflect its local environment. This includes design elements, architectural styles, and, notably, an ‘emblematic ingredient’ that enhances the guest experience by connecting them to the locality’s culture.

For instance, at Lucknam Park, the emblematic ingredient is the crisp red Wiltshire apple, which features prominently in various welcome drinks and dishes across the hotel’s restaurants.

Embracing Local Culture: Signature Elements of Emblems Hotels

One of the most distinctive aspects of the Emblems Collection is the incorporation of local and emblematic literature, providing guests with a thematic reading experience that resonates with the property’s setting. This approach is intended to create a literary connection to the locale, enriching the stay. At Lucknam Park, visitors will find curated poems from Edward Thomas, an English poet, alongside excerpts from Kazuo Ishiguro’s historical novel "The Remains of the Day." This thoughtful integration of literature complements the hotel’s atmosphere, immersing guests in both the literary and physical landscapes of Wiltshire.

Future Growth and Expansion of the Emblems Collection

With ambitious plans for growth, Bailly aims to establish up to 60 Emblems properties worldwide by 2035. While the immediate focus is on expanding within Europe, the brand anticipates further growth in Asia and the Americas over the coming years. Each of these properties will be integrated into the ALL – Accor Live Limitless loyalty program, offering members unique benefits and experiences that align with the ethos of luxury and personalized travel that the Emblems Collection stands for.

For more insights on luxury travel and updates from Accor, visit Accor’s official site.

In summary, the launch of the Emblems Collection marks a significant step in redefining luxury hospitality, merging local cultural experiences with the refined service Accor is known for. As travelers increasingly seek unique and immersive lodging experiences, Accor’s strategic expansion plans position the Emblems Collection at the forefront of luxury hotel offerings worldwide.