Accor is launching a luxury ‘soft’ hotel brand – its 39th

Accor is following IHG – which launched its Vignette brand last month – in launching a ‘soft’ brand for upmarket hotels that want to join its system.

Similar to Marriott’s Autograph Collection, Hyatt’s Unbound Collection and Hilton’s Curio Collection, it will allow hotels to access the Accor ‘system’ without signing up to a full set of brand standards or a management contract.

The good news is that the hotels will become part of Accor Live Limitless, allowing you to receive status benefits on stays and to earn and redeem Accor Live Limitless points.

The new brand is called EMBLEMS. The capitalisation is deliberate.

As Accor says:

“Some hotels are not just hotels. They are true flagships, icons, the pride of a nation. EMBLEMS was created to bring together these jewels of the crown.

No matter the destination, staying at EMBLEMS offers the unique feeling of being part of the most exclusive and select club. The EMBLEMS Collection features luxury and iconic hotels around the world, each with a one-of-a-kind blend of legacy, atmosphere, style and charm.

Choosing EMBLEMS is choosing to experience memorable and magical moments in unique and coveted destinations.”

Interestingly, the brand has been launched without any publicised signings. According to documents posted on Flyertalk, the first hotel will be Le Vendôme Beirut, which was previously an InterContinental.

EMBLEMS takes Accor to 39 hotel brands, which is the sector record and comfortably ahead of Marriott which only just scrapes past 30.

You can find out more on this page of the Accor website.

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Accor Live Limitless update – April 2025:

Earn bonus Accor points: Accor is not currently running a global promotion

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