Accor strengthens hospitality portfolio with rapid growth of collection brands across luxury lifestyle and conversion segments

(IN SHORT) Accor is rapidly expanding its collection brands portfolio, which now includes over 180 hotels globally with more than 125 additional properties in development, representing over 65% projected growth. These brands, including Emblems Collection, MGallery Collection, Handwritten Collection, and Ennismore’s lifestyle offerings, allow independent hotels to retain their unique identity while benefiting from Accor’s global distribution and operational support. The expansion reflects growing demand for flexible branding solutions in hospitality, with strong growth across luxury, lifestyle, and conversion-driven segments. Collection brands are becoming an increasingly important part of Accor’s strategy, combining individuality with scale to drive long-term value for owners and deliver distinctive guest experiences worldwide.

(PRESS RELEASE) PARIS, 2026-Mar-23 — /Travel PR News/ — Accor is advancing the global reach of its collection brands, reinforcing a development approach that allows independently positioned hotels to retain their identity while benefiting from a powerful international platform. The Group currently operates more than 180 hotels across its collection brand portfolio, which includes Emblems Collection, MGallery Collection, Handwritten Collection, as well as Ennismore’s Morgans Originals and Paris Society Hotel Collection. With more than 125 additional properties under development, the segment is set to expand by over 65% in the years ahead.

The Group’s broader brand architecture, comprising more than 45 hospitality brands, spans every segment from high-end luxury to economy, alongside specialized offerings such as branded residences, extended stay concepts, rail journeys, and maritime experiences. Flagship names such as Orient Express, Raffles, Fairmont, Sofitel, Pullman, Novotel, and ibis sit alongside Ennismore brands including The Hoxton, SLS, Mondrian, 25hours Hotels, Mama Shelter, and Rixos. Within this wide-ranging portfolio, collection brands play a distinct role by offering flexible affiliation models tailored to independent hotel owners.

The rise of collection brands reflects a shift in the hospitality landscape, where property owners are increasingly looking for partnerships that extend their market reach without diluting their established character. Accor’s model responds by preserving each hotel’s individuality while integrating it into a global network that delivers commercial capabilities such as distribution, marketing, revenue optimization, and access to the ALL Accor booking and loyalty ecosystem.

In the upper-luxury space, Emblems Collection is being developed as a highly selective soft brand focused on properties with strong identity and cultural resonance. The brand currently has 13 projects in the pipeline, representing over 1,000 rooms, and is targeting a global footprint of 60 properties by 2032. Its first opening, Lucknam Park Hotel & Spa in the United Kingdom, debuted in November 2025, offering a boutique estate experience rooted in gastronomy, wellness, and heritage. Expansion will continue with the upcoming Rimrock Banff in Canada, scheduled for June 2026, alongside further developments planned across Southern Europe.

MGallery Collection continues to expand as one of Accor’s most established collection brands, with more than 125 hotels currently in operation and over 50 in development. Since 2022, the brand has recorded significant growth, driven by both conversions and new-build projects. France remains a central market, while Southern Europe is gaining momentum, particularly in Greece, where Athens Capital and Athens Capital Suites demonstrate the brand’s ability to scale within culturally significant urban settings. Additional developments across emerging destinations, including Albania, as well as continued expansion in Asia, underline MGallery’s global trajectory.

Within Ennismore, the focus on lifestyle-driven hospitality continues through Morgans Originals and Paris Society Hotel Collection. Morgans Originals builds on a legacy of culturally expressive hospitality, with new openings planned in Greece and India, including LUURA Paros and Roswyn Mumbai. Paris Society Hotel Collection, introduced in 2025, curates a portfolio of destination-led properties such as Abbaye des Vaux-de-Cernay and Le Refuge de Solaise in France, as well as Aliée in Istanbul, each designed to reflect the spirit and character of its surroundings.

Handwritten Collection, launched in 2023, has quickly gained traction as a conversion-friendly brand aimed at independent hotels defined by personal storytelling and distinctive character. The brand has already grown to more than 40 operational properties, with over 45 additional projects underway. Recent openings across several European markets highlight the flexibility of the model, allowing hotels such as Hotel Maison Maastricht Centrum and Bucharest Unirii Square to integrate into Accor’s infrastructure while maintaining their individuality.

Although collection brands currently represent a modest share of Accor’s total operating network, their contribution to the development pipeline is significantly higher, signaling their growing importance within the Group’s long-term strategy. By offering a balance between independence and global integration, these brands provide hotel owners with new avenues for growth while delivering diverse and differentiated experiences to travelers worldwide.

ABOUT ACCOR 

Accor is a world leading hospitality group offering experiences across more than 110 countries, with 5,800 properties, 10,000 food & beverage venues, wellness facilities or flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as lifestyle with Ennismore. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity.  Founded in 1967, Accor SA is headquartered in France and publicly listed on Euronext Paris (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.

Media Contacts:

Alexis Blottière
Media relations & PR Director
alexis.blottiere@accor.com

SOURCE: Accor