Accor enters the market to win independent hoteliers

Unaligned independent hoteliers operating in the luxury space now have a new competitor for their affection after Accor introduced a new brand designed to entice boutique operators to align their properties.

Dubbed the Emblems Collection, Accor said the new portfolio for boutique and luxury hotels aims to reach 60 properties worldwide by 2030. The company has ranked Sydney and the Gold Coast among a list of target cities where properties Worthy of the Emblems Collection portfolio can be found.

The brand started with a first member in the form of the Guiyang Art Center Hotel, Emblems Collection in China’s Guizhou Province, along the Nanming River. The grand palace hotel was originally built as a private residence and is currently in the process of being transformed into its new hotel appearance, offering 64 suites and opening in December 2022.

Emblems Collection consists of three levels – Heritage, Retreat and Signature – under which all member properties will reside. Those located under the Heritage wing will be “destination landmarks” that resonate or are synonymous with a place; Retirement properties will be those located in quiet locations such as along beaches, in forests or mountains and will provide a restful experience; while Signature properties will be examples of contemporary or classic design-driven culture that embody a period or the influence of a designer.

Chairman and CEO of Accor, Sébastien Bazin

Member properties will be able to align their hotels to flexible brand standards, with the option to operate the property franchise. The hotels will be able to retain their personality and style, while having access to Accor’s global sales, marketing, distribution and loyalty structures.

Accor CEO Sébastien Bazin said the Emblems collection brings a new dimension to Accor’s luxury offerings.

“A key objective of our growth and development strategy is to add aggressively through our strongest lines and our main business accelerators, which include luxury brands as well as collectible brands, while ensuring that that the 40+ brands in our global network continue to grow, evolve and prosper, “he said.

“The hotels we will feature in Emblems Collection are those sought after by travelers who appreciate upscale boutique-style experiences, as well as hoteliers who cherish the independent brands they’ve created while still wanting the benefits of a partner.” global. . “

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