Overview

Accor is pushing forward with its global reach through its portfolio of collection brands, which encompasses Emblems Collection, MGallery Collection, Handwritten Collection, and both Ennismore’s Morgans Originals and Paris Society Hotel Collection. With over 180 hotels operating currently, Accor is targeting an increase of more than 125 hotels, representing a growth of 65% in the upcoming years.

The brand’s diverse portfolio spans luxury to budget-friendly options, catering to a wide range of preferences. This development comes as many independent property owners seek comprehensive operational support while preserving their unique brand identities. Accor’s collection brands facilitate this by offering extensive global distribution, sales, marketing assistance, and access to the ALL Accor booking platform and loyalty program.

The Emblems Collection aims for a rise to 60 properties by 2032, with significant openings such as Lucknam Park Hotel & Spa in the UK and Rimrock Banff in Canada. Meanwhile, MGallery Collection is on an upward trajectory, especially in Europe, with recent additions in Greece and Albania.

Additionally, lifestyle brands under Ennismore, including Morgans Originals and Paris Society Hotel Collection, are expanding, with new installations planned for Greece and India. The Handwritten Collection, launched in 2023, has quickly expanded by integrating unique properties into Accor’s systems.

While collection brands represent only 3% of Accor’s global network, they account for 8% of the development pipeline, suggesting robust growth ahead. This strategic expansion grants independent hotel operators increased visibility and brand affiliation, marrying entrepreneurial freedom with strong commercial results.