Lucknam Park hotel to launch Accor’s new Emblems Collection

In a surprising move, Lucknam Park – the well regarded 42-room luxury hotel and spa near Bath – is to join Accor Live Limitless.

It will be the launch hotel for a new Accor brand, Emblems Collection.

Emblems Collection will be Accor’s equivalent of Hilton’s LXR Collection or Marriott’s The Luxury Collection. These ‘collection’ brands allow luxury hotels to benefit from the distribution offered by a global brand whilst still retaining their indviduality.

Emblems Collection is being described as ‘Accor’s most exclusive brand’, which probably came as a surprise to the management of Raffles.

There will be three pillars to Emblems – heritage mansions, signature design properties and wellness retreats. I saw one report which said that rooms must be a minimum of 40 square metres, although this could be challenging for existing properties, especially historic ones.

10 hotels have apparently been signed so far, although Lucknam Park is the only one in the UK.

Emblems Collection was announced back in 2021 (see our article) with a Chinese hotel due to become the first member. This seems to have fallen through and, four years on, Lucknam Park will be the first to operate under the brand.

Of the other two Emblems Collection hotels to have been announced:

• Elatos Resort in Greece will join in 2026 after a refurbishment and extension

• Hotel Bellevue Cortina d’Ampezzo in Italy is a conversion which will open in late 2026

Lucknam Park said:

“At Lucknam Park, we recognise the importance of welcoming change and progress, whilst also protecting our heritage and independence. Joining Emblems Collection will ensure that our award-winning team at Lucknam Park will continue to elevate and offer the same attention to detail and home-away-from-home feeling we have always provided to our much-loved guests, whilst also reaching a wider, global audience.”

Whilst I’ve never been to Lucknam Park, it has a strong reputation – it has a Michelin-starred restaurant, equestrian centre and 500 acres of landscaped parkland alongside other amenities – and it will be worth taking a look when it is integrated into Accor.

The hotel is currently part of Relais & Chateaux. It isn’t clear if that relationship will continue alongside the move to Accor.

The Lucknam Park website is here.

The Emblems brand page on the Accor website is here.