What's Happening?
Accor has launched its Emblems Collection in the United Kingdom with the opening of Lucknam Park Hotel & Spa in Wiltshire. This marks the debut of the Emblems Collection, which plans to expand with six
additional properties globally by 2027. The Lucknam Park Hotel & Spa, located six miles from Bath, is set within 500 acres of countryside and includes 42 rooms and suites, nine cottages, two restaurants, and a wellness spa. The Emblems Collection aims to reach up to 60 properties worldwide over the next decade, with more than 15 additional locations currently under discussion.
Why It's Important?
The expansion of Accor's Emblems Collection signifies a strategic move to enhance its luxury offerings globally. By establishing a presence in the UK and planning further openings in North America and Europe, Accor is positioning itself to capture a larger share of the high-end hospitality market. This expansion could lead to increased competition among luxury hotel brands, potentially driving innovation and improved services. The move also reflects broader trends in the hospitality industry, where brands are increasingly focusing on unique, high-end experiences to attract discerning travelers.
What's Next?
Accor plans to continue its expansion of the Emblems Collection with several openings by 2027. In 2026, Rimrock Banff in the Canadian Rockies will join the collection following a renovation, marking the brand's first property in North America. Additionally, three properties in Italy are scheduled to open in 2026, including Masseria Furnirussi in Puglia, Palazzo Sozzini Malavolti in Siena, and Relais San Clemente near Perugia. Greece will see the opening of Elatos Resort in 2027, located on Mount Parnassus.
