Key points
- This historic estate becomes the first hotel worldwide to carry the Emblems Collection name, setting the tone for a portfolio that aims to redefine luxury as something personal, residential, and quietly profound.
- In the midway of the second paragraph, Accor positions the launch as more than a brand unveiling, framing it as a shift in how modern travelers engage with luxury hospitality, a perspective highlighted in this International Hotel News report as a reflection of evolving guest expectations.
- From Wiltshire apples in England to sun-ripened figs in southern Italy, these ingredients express a sense of taste and place that is both authentic and sustainable.
International Hotel News: Accor has officially introduced Emblems Collection, a refined new luxury hotel brand designed to celebrate intimacy, heritage, and a deeply rooted sense of place. Positioned at the quieter, more soulful end of the luxury spectrum, Emblems Collection represents Accor’s vision of understated elegance, where discretion, authenticity, and emotional connection take precedence over overt opulence. The brand makes its debut with a landmark property in the United Kingdom while simultaneously outlining an ambitious global expansion plan that spans Europe, North America, and beyond.
Image Credit: Accor Hotels and Resorts
The flagship opening for Emblems Collection is Lucknam Park Hotel & Spa, located in the rolling Wiltshire countryside near Bath, within the famed British Cotswolds. This historic estate becomes the first hotel worldwide to carry the Emblems Collection name, setting the tone for a portfolio that aims to redefine luxury as something personal, residential, and quietly profound. In the midway of the second paragraph, Accor positions the launch as more than a brand unveiling, framing it as a shift in how modern travelers engage with luxury hospitality, a perspective highlighted in this International Hotel News report as a reflection of evolving guest expectations.
When Luxury Embraces Intimacy
At its core, Emblems Collection is built around the philosophy of “quiet luxury.” Each property is selected for its character, story, and emotional resonance rather than scale or spectacle. From historic mansions and noble palazzos to contemporary architectural icons and secluded nature retreats, every hotel is meant to reflect the soul of its destination. The emphasis is on intimacy, cultural curiosity, and a feeling of belonging that allows guests to slow down and reconnect.
The hotels are located in carefully chosen destinations, either in prime urban settings or amid striking natural landscapes. What unites them is a sense of residential warmth combined with meticulous craftsmanship and thoughtful design. Service within Emblems Collection is treated as an art form, where every interaction is personal, intuitive, and discreet. The brand’s guiding belief, expressed through its philosophy “It’s the Soul that makes Emblems,” places emotional depth and authenticity at the heart of the guest experience.
Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery and Emblems Collection, has described the brand as a sanctuary from modern noise. She emphasises that true luxury today lies in privacy, tranquillity, and timeless exclusivity, offering guests places where elegance is felt rather than displayed. Each Emblems Collection hotel, she notes, is defined not merely by beauty, but by a soul that leaves a lasting imprint.
Image Credit: Accor Hotels and Resorts
The Soul Behind Emblems Collection
What distinguishes Emblems Collection is its carefully crafted art of living, a contemporary interpretation of luxury shaped equally by destination and service. Every property tells its story through layered sensory experiences, from architecture and interiors to gastronomy and rituals that honour local traditions.
Central to this narrative is the concept of the Emblematic Ingredient. Each hotel selects one locally inspired ingredient chosen for its cultural meaning, environmental harmony, and connection to the land. This ingredient becomes a unifying thread woven throughout the guest journey. It may appear in artisanal amenities, immersive workshops, spa rituals, or menus that reinterpret regional cuisine with refined creativity. From Wiltshire apples in England to sun-ripened figs in southern Italy, these ingredients express a sense of taste and place that is both authentic and sustainable.
This philosophy extends into culinary expression through the brand’s signature Travel Cake, created in collaboration with acclaimed Korean chef Yun Eunyoung. Guests encounter a collection of seven timeless recipes, alongside a bespoke version inspired by each property’s emblematic ingredient. Whether enjoyed at breakfast or as part of a reimagined Afternoon Tea, the Travel Cake embodies comfort, memory, and craftsmanship.
Literature also plays a meaningful role within Emblems Collection. Each hotel hosts Emblems Editions, a curated literary collection featuring novels, poetry, essays, and letters inspired by the setting. These works invite guests to pause, reflect, and engage with the spirit of the place through words, adding a quietly intellectual layer to the overall experience.
Overseeing this world of refined hospitality is The Master of the House, a signature role unique to Emblems Collection. Acting as guardian of the soul of service, this individual embodies grace, storytelling, and intuitive care. From arrival to departure, the Master of the House ensures that every detail feels personal, discreet, and deeply connected to the character of the property.
Image Credit: Accor Hotels and Resorts
A Living Legacy at Lucknam Park
Lucknam Park Hotel & Spa stands as a powerful symbol of what Emblems Collection represents. With more than 900 years of history, the estate has evolved from a modest farmstead into one of England’s most treasured country retreats. Set within 500 acres of landscaped parkland just six miles from Bath, the property balances stately grandeur with contemporary comfort.
The estate features two acclaimed restaurants, including a Michelin-starred dining experience led by Head Chef Hywel Jones, alongside the Walled Garden Restaurant. Guests also enjoy an award-winning spa, an equestrian centre, and immaculately preserved gardens. Accommodation includes 42 individually designed rooms and suites, as well as nine private cottages, each offering privacy and character.
Since joining Emblems Collection, Lucknam Park has entered a new chapter marked by subtle enhancements. These refinements respect the estate’s historic soul while introducing the elevated service and thoughtful detailing that define the collection.
Expanding Across Continents
Following its debut, Emblems Collection is set for rapid yet selective growth. In 2026, the brand will open Rimrock Banff, Emblems Collection, in the Canadian Rockies. As the first North American property, the fully renovated retreat will offer a refined mountain sanctuary blending wellness, culture, and alpine adventure, with a strong connection to Banff’s natural hot springs and dramatic landscapes.
Image Credit: Accor Hotels and Resorts
Italy will play a significant role in the brand’s European expansion. Masseria Furnirussi in Puglia, surrounded by Europe’s largest fig orchard, will celebrate Mediterranean craftsmanship and slow living across approximately 60 suites, many with private pools. In Siena, Palazzo Sozzini Malavolti will introduce 38 rooms and suites within a historic noble palazzo, blending modern comfort with centuries-old artistry. Near Perugia, the former Benedictine Convent Relais San Clemente will be reborn as a serene estate featuring 51 rooms and private villas set within ancient parkland.
These Italian properties will be complemented by The Purist Retreat & Spa, a holistic wellness concept focused on reconnection with nature and self.
Looking ahead to 2027, Elatos Resort in Greece will debut as an eco-focused mountain retreat on Mount Parnassus, offering private chalets and wellness experiences shaped by the seasons. Bellevue Hotel Cortina d’Ampezzo in the Italian Dolomites will further elevate the alpine offering with luxury accommodation, dining, and a substantial spa overlooking dramatic mountain scenery.
A New Chapter in Global Luxury Hospitality
With seven flagship hotels already announced and more than 15 additional properties under discussion worldwide, Emblems Collection is on track to reach up to 60 distinctive addresses over the next decade. As part of Accor’s global portfolio of 5,700 hotels across more than 110 countries, the brand represents a strategic move toward experiential, emotionally resonant luxury that speaks to a new generation of discerning travelers.
Rather than chasing trends or scale, Emblems Collection is carving out a space defined by soul, story, and intimacy. Its measured growth, deep respect for heritage, and focus on personalized service suggest a long-term vision rooted in authenticity. In a hospitality landscape increasingly driven by noise and novelty, Emblems Collection offers something rarer: places where luxury whispers, memories linger, and destinations are truly felt.
For more details, visit: https://www.emblemscollection.com/
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