One of the World's Biggest Hospitality Companies Just Launched a New Luxury Brand-Here's What to Know

"The launch was marked by the reveal of the new brand's flagship hotel, now called Lucknam Park Hotel & Spa, Emblems Collection, a beloved country estate with a Michelin-starred restaurant in Wiltshire, England. Though the property dates back to 1720 and has been operating as a hotel since the late 1980s, it officially joined Emblems Collection in November 2025 with subtle new branding."

"In 2026, travelers can look forward to (in chronological order) the debut of the fully renovated, 333-room Rimrock Banff, Emblems Collection, in the snow-dusted Canadian Rockies; the transformed 60-room Masseria Furnirussi, Emblems Collection, set within the largest fig orchard in Europe, in Puglia, Italy; and the all-new Palazzo Sozzini Malavolti, Emblems Collection, a frescoed palace, just steps from Siena, Italy's Piazza del Campo."

Accor launched the Emblems Collection as a new luxury hotel collection featuring distinctive properties with flexible branding and access to Accor loyalty programs. The flagship property is Lucknam Park Hotel & Spa, Emblems Collection, a country estate in Wiltshire with a Michelin-starred restaurant that officially joined the collection in November 2025. Six additional Emblems properties are planned across Europe and the Americas over two years, comprising both new builds and acquisitions. In 2026 openings include Rimrock Banff, Masseria Furnirussi, and Palazzo Sozzini Malavolti. Accor classifies its portfolio into hard brands with strict standards and collection brands offering owner flexibility.

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