What's Happening?
Accor and Ennismore are accelerating the global expansion of their collection brands, which include Emblems Collection, MGallery Collection, and Handwritten Collection, as well as Morgans Originals and Paris Society Hotel Collection. These brands are part
of a strategic effort to combine individuality with the power of scale, offering a diverse range of hospitality experiences. Accor's portfolio now includes over 180 hotels worldwide, with more than 125 additional hotels in the pipeline, representing a significant growth trajectory. The expansion is driven by a demand for robust operational support and expanded customer reach, while maintaining the unique identity of each property. The Emblems Collection, a luxury soft brand, aims to reach 60 properties globally by 2032, with new openings in North America and Europe. Meanwhile, the MGallery Collection continues to strengthen its global presence with a mix of conversions and new developments.
Why It's Important?
The expansion of Accor and Ennismore's collection brands is significant for the global hospitality industry as it reflects evolving trends in hospitality development. Independent property owners are increasingly seeking partnerships that offer both operational support and the ability to maintain their unique identities. This strategy allows Accor to cater to a wide range of market segments, from luxury to economy, enhancing its competitive edge. The integration of these collection brands into Accor's global commercial infrastructure provides owners with access to sales, marketing, and revenue management systems, thereby driving revenue growth and preserving the unique identity of their assets. This approach not only benefits property owners but also enhances the guest experience by offering a diverse range of culturally rich and authentic hospitality options.
What's Next?
Accor's collection brands are expected to continue their growth trajectory, with a focus on strategic market entries and the integration of new properties. The Emblems Collection plans to expand further into North America and Europe, while the MGallery Collection aims to double its footprint in Greece by 2029. The Handwritten Collection, which focuses on characterful independent hotels, is also set to grow rapidly through conversion opportunities. As these brands expand, they will likely attract more independent hoteliers seeking global visibility and brand association. Accor's continued investment in its collection brands is poised to strengthen its position in the global hospitality market, offering a compelling opportunity for property owners and enhancing the diversity of hospitality experiences available to guests.
