Above: Lucknam Park Hotel & Spa, Emblems CollectionAccor is accelerating its global expansion through its collection brands, which include Emblems Collection, MGallery Collection, and Handwritten Collection, alongside Ennismore's Morgans Originals and Paris Society Hotel Collection. Currently operating over 180 hotels worldwide, the group plans to add more than 125 hotels, marking a 65% growth in the coming years.
The diverse portfolio of Accor, which spans luxury to economy segments, offers a brand for every budget and preference. This expansion aligns with the growing trend of independent property owners seeking robust operational support whilst maintaining their unique identities. Accor's collection brands provide this balance by offering global distribution, sales, and marketing support, alongside the ALL Accor booking platform and loyalty programme.
Emblems Collection, a luxury soft brand, aims to expand to 60 properties by 2032, with notable openings like the Lucknam Park Hotel & Spa in the UK and Rimrock Banff in Canada. MGallery Collection, with over 125 hotels, continues to grow, particularly in Europe, with new entries in Greece and Albania.
Ennismore's lifestyle brands, Morgans Originals and Paris Society Hotel Collection, are also expanding, with new hotels in Greece and India. Handwritten Collection, launched in 2023, has rapidly grown, focusing on conversion opportunities to integrate unique properties into Accor's global systems.
Accor's collection brands currently represent 3% of its global network but account for 8% of its development pipeline, indicating significant forward momentum. This strategic growth offers independent hoteliers global visibility and brand association, combining entrepreneurial freedom with commercial performance
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