Emblems Collection, Accor’s new luxury brand, unveils its first 7 properties until 2027

Accor’s new luxury brand, Emblems Collection, is officially launched with its debut flagship property, Lucknam Park Hotel & Spa, Emblems Collection.

The property is a storied country estate in Wiltshire on the edge of the British Cotswolds. The brand, built around character-rich properties and a philosophy of “quiet luxury,” will open six more hotels over the next two years.

A New Vision of Intimate Luxury

Emblems Collection gathers one-of-a-kind hotels such as heritage mansions, design-forward hideaways, and nature retreats. They reflect the cultural soul of their destinations. The brand focuses on intimacy, residential comfort, and craftsmanship, appealing to travelers seeking privacy, authenticity, and thoughtfully curated experiences.

“Our vision of luxury is understated and deeply felt,” said Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery and Emblems Collection. “Each Emblems property offers a sanctuary where guests can reconnect, surrounded by elegance, intimacy, and a strong sense of place.”

Emblems hotels highlight an “Emblematic Ingredient” drawn from local culture and landscape. For example, such as the Wiltshire apple or Puglia’s fig—which appears in culinary creations, workshops, amenities, and the brand’s signature “Travel Cake,” developed with Korean chef Yun Eunyoung. Each property also features Emblems Editions, a curated literary collection inspired by its setting, and a dedicated Master of the House, who provides bespoke, discreet service from arrival to departure.

Lucknam Park: The First Emblem

Set on 202 hectares just outside Bath, the 900-year-old Lucknam Park estate becomes the first hotel to join the Emblems Collection. Blending stately architecture with modern refinement, the property features two restaurants—including a Michelin-starred dining room led by Chef Hywel Jones—a spa, equestrian center, and formal gardens.

Its 42 individually designed rooms, suites, and nine cottages maintain the estate’s historic charm while introducing subtle enhancements aligned with Emblems’ high-touch hospitality.

A Global Rollout Through 2027

Following Lucknam Park, four additional hotels will open in 2026:

• Rimrock Banff, Emblems Collection (Canada): The brand’s North American debut, reopening after a full renovation, will offer elevated mountain luxury rooted in the natural and cultural heritage of Banff National Park and its famed hot springs.

• Masseria Furnirussi, Emblems Collection (Puglia, Italy): Set among Europe’s largest fig orchard, this 60-suite property will celebrate Mediterranean slow living, with suites featuring private pools or terraces.

• Palazzo Sozzini Malavolti, Emblems Collection (Siena, Italy): A 15th-century noble residence near Piazza del Campo, restored to offer 38 rooms, including 27 suites, with a spa housed in its WWII-era basement.

• Relais San Clemente, Emblems Collection (near Perugia, Italy): Once an 11th-century Benedictine convent, the estate will reopen with 51 rooms, nine villas, and expansive grounds shaped by centuries of spiritual heritage.

These Italian hotels will incorporate The Purist Retreat & Spa, a wellness concept centered on reconnection with nature.

Two more openings will follow in 2027:

• Elatos Resort, Emblems Collection (Greece): A mountain eco-wellness retreat on Mount Parnassus with 42 chalets and 15 rooms.

• Bellevue Hotel Cortina d’Ampezzo, Emblems Collection (Dolomites, Italy): An 80-room alpine property with a 500-sqm spa and sweeping mountain views.

With seven flagship hotels announced and more than 15 projects under discussion, Emblems Collection aims to grow to 60 properties worldwide over the next decade.