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

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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.

Accor Emblems Collection

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.


Accor Live Limitless update – April 2024:

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

New to Accor Live Limitless?  Read our review of Accor Live Limitless here and our article on points expiry rules here. Our analysis of what Accor Live Limitless points are worth is here.

Want to earn more hotel points?  Click here to see our complete list of promotions from Accor and the other major hotel chains or use the ‘Hotel Offers’ link in the menu bar at the top of the page.

Comments (24)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Crafty says:

    The chain pseudo-luxury market is so saturated and undifferentiated, and this only seems to worsen the situation.

    • WaynedP says:

      But on the bright side, some creative PR/Marketing bod was paid handsomely to dream up a flowery launch spiel.

      Wonder if they’ve ever had the insalubrious experience of an outer city Ibis ?

    • Ross Parker says:

      Absolutely. Even within Accor there is already MGallery.

  • Mark says:

    I’m getting the 100% bonus points from just 7000…14000 in total for $94.50.

  • Mark M says:

    Do IHG Abassador members still get a 10% points redemption rebate, which would make buying these points even beter value?

  • Kevin says:

    Is IHG no FX fee offer applicable for buying points in this situation.

  • Nat says:

    Helpful article but why the presumption that “most HfP readers” have or use nectar?! I honestly can’t remember the last time I bought something in Argos, Sainsburys (maybe a paper from a local?) or eBay. It’s a great scheme but only beneficial if you can use it!

    • Travel Strong says:

      There’s a lot of small reasons why you would make an effort with Nectar, and the small reasons add up to a lot. Incremental points per £ benefit on Nectar amex over MR cards, for example, even if you do not use ebay/etc.

      I also did not use the scheme, but once the Avios partnership was announced I’ve accumulated around 20k extra Avios with very little effort. I did choose to travel another 1 or 2 miles a month to divert a small amount of shopping to Sainsbury’s to hit offers/targets (e.g. 1500 points for doing a smartshop).

  • Janeyferr says:

    Got some decent points value on a couple of bookings in Birmingham during the Commonwealth games August 2022.

    • Rob says:

      Rhys is in Oxford today and the Courtyard last night was 15k Marriott points or £389 cash! Bargains are still out there in the various schemes.

    • Usatb says:

      Had several of mine cancelled this week by the hotel without warning. Indigo for example cancelled some.. wouldn’t say why just they were going to be closed for 3 weeks. Sounds to me they’ve rented the place to one of the teams or media and kicked out booked guests.

  • Dave says:

    A Nectar/Avios bonus offer? I am still waiting for my Avios from their opening offer, applied for on 25 January 2021. BA claim to have been looking into it since March. Nectar points taken on date of application. Lots of promises from BA but still no fulfillment of the basic Avios let alone the bonus..

  • CramondBen says:

    Hi All, my BA flight was cancelled, and I requested an evoucher on 31 Aug, has been 6 days, still waiting for the evoucher to be issued, is this normal? thanks.

    • ChrisC says:

      Can sometimes take a week or more depending on how complex the original booking was.

      I presume you’ve checked your spam folder as I’ve had a couple of vouchers go there.

This article is closed to new comments. Feel free to ask your question in the HfP forums.

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