Collection brands from Accor and Ennismore unlock new opportunity - Get updated on what's happening in tourism!

Accor's collection brands are accelerating their global expansion, combining individuality with the power of scale. The Group now operates over 180 hotels worldwide across Emblems Collection, MGallery Collection, and Handwritten Collection, as well as Morgans Originals and Paris Society Hotel Collection, which are both part of Ennismore. A further 125+ hotels are currently in the pipeline across the Group's collection brands, representing more than 65% growth over the coming years.

114051460673. more than 45 acclaimed hospitality brands, Accor has strategically curated the largest and most diverse brand portfolio in the global hotel industry. This extensive range of offerings - which spans luxury, lifestyle, premium, midscale and economy as well as specialized categories like branded residential, extended stay, train journeys and sailing adventures - ensures there is a highly desirable brand for every budget, purpose, and preference. The group's storied brand portfolio boasts top names like Orient Express, Raffles, Fairmont, Sofitel, Pullman, Novotel, and ibis along with 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 comprehensive spectrum of choices available to guests as well as owners.

The surging momentum behind Accor's collection brands is deeply intertwined with evolving trends in hospitality development. Increasingly, independent property owners are seeking the dual advantage of robust operational support and expanded customer reach beyond their immediate local or regional markets. However, for many of these hotels, this search is particularly nuanced, as they also possess a powerful and meticulously cultivated local identity that they've proudly nurtured over many years. The Group's stable of collection brands perfectly respond to this need by preserving the individuality and unique essence of each hotel while unlocking immediate access to sales and marketing support, global distribution, revenue management systems, and the ALL Accor booking platform and loyalty program.

Emblems Collection: targeted upper-luxury expansion

One of Accor's newest entries on the collection brands scene is Emblems Collection, which has established itself as a refined luxury soft brand. With 13 properties in the pipeline, representing more than 1,000 rooms, Emblems aims to reach 60 properties globally by 2032. Each property is carefully chosen for its exceptional character, telling its own story of culture, creativity and craftsmanship. Located in hand-picked locations and prime neighborhoods or amidst breathtaking natural landscapes, Emblems Collection properties combine a distinctively charismatic allure with an elevated sense of intimacy and residential flair.

The opening of Lucknam Park Hotel & Spa, Emblems Collection in the United Kingdom in November 2025 marked a defining milestone as the brand's first address. The 51-room country estate is renowned for its Michelin-starred dining, 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 a comprehensive renovation program. Six additional openings in Greece and Italy by early 2027 further demonstrate the brand's selective yet strategic expansion ambition.

MGallery Collection: distinctive leadership and new market entries

MGallery Collection continues to strengthen its global leadership with 125+ hotels currently operating and 50+ addresses in the pipeline. The brand has grown by nearly 30% since 2022, supported by a balanced mix of conversions and new developments.

1. Europe, France remains the brand's leading market, with recent openings such as 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 Green Coast Hotel – MGallery Collection marked the brand's arrival in one of Europe's most up and coming 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 lineup of openings throughout other major markets globally, further reinforce 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 collection lifestyle brands, Morgans Originals and Paris Society Hotel Collection. These brands operate at the intersection of hospitality, culture and community.

166281989569. in a new era of hospitality in 1984, Morgans Originals introduced a different kind of hotel, one guided by character of its setting and the individuality of the people who moved through it. Today, Morgans Originals is a collection of independent hotel brands united by that same spirit and rooted in an iconic cultural story. Marking Ennismore's debut in Greece and India, two hotels opening under the Morgans Originals umbrella this year include LUURA Paros and Roswyn Mumbai.

Paris Society Hotel Collection, launched in 2025, brings together an exclusive and extraordinary collection of iconic, unique destinations that capture the essence of each location through its distinct elegance, charm and culture. The collection includes the country estate, Abbaye des Vaux-de-Cernay, France; the mountain resort, Le Refuge de Solaise, France; and the incredible resort on the Golden Horn of Istanbul, Aliée, Turkey.

Agnès Roquefort, Global Chief Development Officer, Luxury & Lifestyle brands, Accor, said: “Our collection brands across Luxury & Lifestyle allow us to collaborate with visionary founders and independent owners to unlock properties with strong identity and cultural relevance. Whether it's 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 underpinned by the strength of Accor's powerful commercial ecosystem, which, on average, drives 80% of our collection hotels' revenue across loyalty, distribution, and sales channels.”

Handwritten Collection: A fast-growing, accessible conversion brand

Launched in 2023, Handwritten Collection has rapidly grown its network. Designed to bring together characterful independent hotels shaped by the personality and passion of their hosts, the brand has already surpassed 40 hotels open and counts an additional 45+ hotels in the pipeline.

Recent openings across 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 integrate seamlessly into Accor's global systems while preserving their individual identity.

Camil Yazbeck, Global Chief Development Officer, Premium, Midscale & Economy brands, Accor, commented: “Handwritten Collection perfectly captures 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 across the world demonstrates the strength of this approach, with conversion opportunities a major driver of this success, allowing us to integrate distinctive properties quickly and efficiently into our ecosystem. By leveraging Accor's 360-degree solutions, spanning sales, distribution, loyalty, marketing, procurement, technology, sustainability, and design and technical services, our owning partners can drive revenue growth, protect margins, and preserve the unique identity of their assets.''

A strategic growth pillar

While collection brands currently represent 3% of Accor's global operating network, they now account for 8% of the Group's development pipeline - a clear indicator of forward momentum which is only expected to increase. For owners and independent hoteliers seeking global visibility, a trusted partner, and relevant brand association, Accor's collection brands offer a compelling opportunity. By combining entrepreneurial freedom with commercial performance, they unlock long-term value for owners while delivering differentiated experiences for guests.

Picture Credit: © Accor