Accor today announced its 39th brand called Emblems Collection, a soft brand used for conversions, allowing independent luxury hotels to join the platform.
Emblems Collection looks much like Hilton’s LXR, Marriott’s Luxury Collection and Autograph Collection, Hyatt’s Unbound Collection, and IHG’s Vignette Collection that are all used for conversions.
You can access Accor’s page for Emblems Collection here.
Information Accor Has Released:
A luxury collection of emblematic hotels
Welcome to the most select collection of emblematic luxury hotels.
Some hotels are not just hotels. They are true flagships, icons, the pride of a nation. EMBLEMS was created to bring together these jewels of the crown.
No matter the destination, staying at EMBLEMS offers the unique feeling of being part of the most exclusive and select club. The EMBLEMS Collection features luxury and iconic hotels around the world, each with a one-of-a-kind blend of legacy, atmosphere, style and charm.
Choosing EMBLEMS is choosing to experience memorable and magical moments in unique and coveted destinations.
Accor’s Brands (access here)
Emblems Collection is Accor’s 39th brand and joins another 12 brands that the hotel giant defines as Luxury.
There is no word from Accor yet about what will be their first Emblems Collection hotel. I first thought that perhaps this would replace the Orient Express brand that Accor has had great difficulty getting off the ground, but that is not the case.
It appears, however, that their goal is to get existing luxury hotels to join Accor’s network under the Emblems Collection umbrella.
There has been a trend during this pandemic that formerly independent hotels have decided to join one of these soft brands or collections that allows them to retain their identity while tapping into the distribution network and loyalty program of the chain.
However, my main question is, did Accor really needed yet another brand to achieve this goal?