Accor: Its Emblems Hotel Collection Opens Its First Establishment

Lucknam Park, located on an estate of over 200 hectares of rolling countryside in the English Cotswolds, is now the first hotel to join the Emblems Collection. It embodies the brand's philosophy: discreet and warm luxury, in the heart of exceptional locations steeped in heritage. The group's brand aims to bring together iconic establishments—characterful houses and exceptional resorts—to attract a high-end clientele seeking unique experiences.

It took several years for the teams led by Maud Bailly, who heads the Sofitel and MGallery brands at Accor, to bring this new brand, announced in 2021, to fruition. Emblems is in line with the group's “collection” brands (alongside MGallery, Mondrian via Ennismore, and luxury hotel brands such as Sofitel and Raffles). This joint venture between the group and Ennismore was created in 2021. Accor is the majority shareholder in this new entity, with 66.67% of the shares, while Ennismore founder Sharan Pasricha retains 33.33%.

In 2021, Sébastien Bazin, Chairman & CEO of Accor, explained the strategy behind this new brand: “One of the main focuses of our growth and development strategy is to effectively strengthen our strongest lines and key business drivers, including luxury and collection brands.”

For her part, Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery, and now Emblems, emphasized: “2024 was a pivotal year for our brands (…) We are proud to have already signed seven contracts for Emblems flagship hotels, which are scheduled to open from the end of this year. Although the details remain confidential, demand for this iconic brand is growing rapidly.”

Financially, Accor's “Luxury & Lifestyle” segment confirms its strong integration into the group's strategy. For the 2024 financial year, the group posted revenue of €5,606 million, up +11% compared to the previous year. In the first half of last year, the Luxury division generated €1,243 million, up +22%. Growth slowed slightly in the first half of 2025 (+5.6% to €1,312 million), but momentum remains strong.

These figures reflect several factors: first, an increase in RevPAR (revenue per available room) for luxury brands, but also a boost in profitability thanks to an ever-larger and more diversified portfolio, regularly enriched with new hotel openings. It is also worth noting a more “asset-light” operating model (lower management and operating costs), which improves profitability.

The launch of Emblems responds to several strategic ambitions: since high-end travel remains one of the most promising segments, Accor has a heightened interest in being one of the major players capable of capitalizing on this growth. Furthermore, the collection-based business model allows the hotel giant to reduce investment costs in its own assets while increasing revenue through royalties.

However, certain challenges must be overcome: the model is heavily dependent on the quality of partnerships and owners, and it will be necessary to maintain a perfect balance between offering very high-end standards and preserving a local identity rooted in a unique cultural heritage. According to the official brochure, the Emblems brand aims to have around 60 properties by 2030. Among the most exclusive addresses to come are the Masseria Furnirussi in Salento, Italy, scheduled to open in mid-2026, and the Rimrock in Banff, set in the spectacular Canadian Rockies.