Accor and Ennismore Collection Brands Unlock New Opportunities | News
Accor’s collection brands are accelerating their global expansion and combining individuality with the power of scale. The Group now operates more than 180 hotels worldwide, across Emblems Collection, MGallery Collection and Handscribed Collection, as well as Morgans Originals and Paris Society Hotel Collection, both part of Ennismore. A further 125+ hotels are currently in the pipeline across the Group’s collection brands, representing growth of more than 65% in the coming years.
With more than 45 acclaimed hospitality brands, Accor has strategically assembled the largest and most diverse portfolio of brands in the global hotel industry. This extensive offering – which includes luxury, lifestyle, premium, mid-range and economy, as well as specialist categories such as branded homes, extended stays, rail travel and sailing adventures – ensures there is a highly sought-after brand to suit every budget, purpose and preference. The group’s legendary brand portfolio includes top names such as Orient Express, Raffles, Fairmont, Sofitel, Pullman, Novotel and ibis, alongside Ennismore favorites such as The Hoxton, SLS, Mondrian, 25hours Hotels, Mama Shelter and Rixos. The continued integration of collection brands adds another exciting layer to the extensive spectrum of choices available to both guests and owners.
The rising momentum behind Accor’s collection brands is closely intertwined with the evolving trends in the development of the hospitality industry. Independent property owners are increasingly looking for the dual benefits of robust operational support and greater customer reach beyond their immediate local or regional markets. For many of these hotels, however, this quest is particularly nuanced, as they also have a strong and carefully cultivated local identity that they have proudly nurtured over many years. The Group’s collection brands perfectly respond to this need by preserving the individuality and unique essence of each hotel while providing direct access to sales and marketing support, global distribution, revenue management systems and the ALL Accor booking platform and loyalty program.
Emblems Collection: targeted expansion of higher luxury
One of Accor’s newest offerings in the collection brand space is Emblems Collection, which has established itself as a sophisticated luxury soft brand. With 13 properties in the pipeline, representing more than 1,000 rooms, Emblems aims to reach 60 properties worldwide by 2032. Each property is carefully chosen for its exceptional character and tells its own story of culture, creativity and craftsmanship. Located in carefully selected locations and prime neighborhoods or amid breathtaking natural landscapes, Emblems Collection properties combine a distinctive charismatic allure with a heightened sense of intimacy and residential flair.
The opening of Lucknam Park Hotel & Spa, Emblems Collection in the UK in November 2025 marked a decisive milestone as the brand’s first address. The 51-room estate is known for its Michelin-starred restaurants, wellness facilities and equestrian heritage. In North America, the upcoming opening of Rimrock Banff, Emblems Collection in June 2026 will introduce the brand to the famed Canadian Rockies following an extensive renovation program. Six additional openings in Greece and Italy in early 2027 further demonstrate the brand’s selective but strategic expansion ambition.
MGallery Collection: Distinctive Leadership and New Market Entries
MGallery Collection continues to strengthen its global leadership with more than 125 hotels currently operating and more than 50 addresses in the pipeline. The brand has grown by almost 30% since 2022, supported by a balanced mix of conversions and new developments.
In Europe, France remains the brand’s leading market, with recent openings including L’Isle de Leos Hotel & Spa – MGallery Collection in Provence and Le Talaia Hotel & Spa – MGallery Collection in Biarritz. In Greece, the strong performance of Athens Capital – MGallery Collection and the opening of Athens Capital Suites – MGallery Collection, the first standalone suites concept in the brand’s history, demonstrate the ability to scale within culturally significant urban destinations. Five additional hotels are in the pipeline, reflecting MGallery’s plan to more than double its footprint in the country by 2029. In Albania, the 2025 opening of the Green Coast Hotel – MGallery Collection marked the brand’s arrival in one of Europe’s most emerging destinations.
Additional projects, such as the celebrated debut of South Palms Resort & Spa Panglao – MGallery Collection in Southeast Asia last summer, along with a strong slate of openings in other major markets worldwide, further strengthen MGallery’s international momentum, supported by a positioning that combines design-led hospitality, storytelling and local authenticity with Accor’s global commercial infrastructure.
Ennismore: lifestyle collections
Ennismore continues to expand its curated collections through its two lifestyle brands, Morgans Originals and Paris Society Hotel Collection. These brands operate at the intersection of hospitality, culture and community.
Morgans Originals ushered in a new era of hospitality in 1984, introducing a different kind of hotel, one guided by the character of its surroundings and the individuality of the people who passed through it. Today, Morgans Originals is a collection of independent hotel brands united by the same spirit and rooted in an iconic cultural story. To mark Ennismore’s debut in Greece and India, two hotels under the Morgans Originals umbrella will open this year, including LUURA Paros and Roswyn Mumbai.
Launching in 2025, Paris Society Hotel Collection brings together an exclusive and extraordinary collection of iconic, one-of-a-kind destinations that capture the essence of each location through its distinct elegance, charm and culture. The collection includes the Abbaye des Vaux-de-Cernay estate, France; the mountain resort, Le Refuge de Solaise, France; and the incredible Golden Horn resort of Istanbul, Aliée, Turkey.
Agnès Roquefort, Global Chief Development Officer, Luxury & Lifestyle Brands at Accor, said: “Our collection brands in Luxury & Lifestyle allow us to work with visionary founders and independent owners to unlock properties with strong identity and cultural relevance. Whether through Emblems Collection, MGallery or Ennismore’s Morgans Originals and Paris Society Hotel Collection, we are building a portfolio that combines individuality with global prestige and performance. This success is significantly supported by the strength of Accor’s powerful commercial ecosystem, which generates on average 80% of our collection hotels’ revenues through loyalty, distribution and sales channels.”
Handwritten Collection: A fast-growing, accessible conversion brand
Launched in 2023, Handwritten Collection has rapidly expanded its network. The brand is designed to bring together distinctive, independent hotels shaped by the personality and passion of their hosts. The brand has already surpassed 40+ hotels opened and has another 45+ hotels in the pipeline.
Recent openings in France, Belgium, Greece, the Netherlands, Hungary and Romania in 2025 illustrate the speed and adaptability of the model. The brand’s growth is closely linked to conversion opportunities and properties such as Hotel Maison Maastricht Centrum – Handwritten Collection and Bucharest Unirii Square – Handwritten Collection demonstrate how individual concepts can be seamlessly integrated into Accor’s global systems, while retaining their individual identities.
Camil Yazbeck, Global Chief Development Officer, Premium, Midscale & Economy Brands at Accor, said: “Handscribed Collection perfectly reflects what many independent hoteliers are looking for today: a brand that respects their story, their personality and their operational independence, while giving them immediate access to Accor’s global platform. The brand’s rapid expansion around the world demonstrates the power of this approach, with conversion capabilities a key driver of this success, allowing us to build differentiators into our ecosystem quickly and efficiently. By leveraging the power of Accor’s 360-degree solutions, spanning sales, distribution, loyalty, marketing, purchasing, technology, sustainability and design and engineering services, our owners can drive revenue growth, protect margins and maintain the unique identity of their assets.”
A strategic growth pillar
While collection brands currently represent 3% of Accor’s global network, they now represent 8% of the Group’s development pipeline – a clear indicator of the forward momentum that is only expected to increase. For owners and independent hoteliers looking for global visibility, a trusted partner and relevant brand association, Accor’s collection brands offer an attractive opportunity. By combining entrepreneurial freedom with commercial performance, they unlock long-term value for owners and deliver differentiated experiences for guests.
