Emblems Collection, a new global portfolio of luxury hotels from Accor, launches its debut and flagship property, Lucknam Park Hotel & Spa, Emblems Collection.
A cherished retreat in the Wiltshire countryside, within the British Cotswolds and announces six additional openings over the next two years, all celebrating character and timeless elegance.
Following the first opening of the brand, Emblems Collection is expanding with six hotels already signed and announced, fifteen additional projects under advanced negotiations. Six new openings are planned through 2027: four properties in Italy, one in Greece and one in Canada. The exclusive collection aims to redefine the standards of luxury hospitality with an objective of sixty properties worldwide by 2032. The development strategy targets key luxury markets expansion across Europe, North America, the Middle East, Latin America, the Pacific, and Africa.
When Luxury Embraces Intimacy
Each hotel in the Emblems Collection celebrates unique, character-rich properties that reflect the soul of their destination, from grand heritage mansions to contemporary architectural icons and serene nature retreats. Championing a philosophy of quiet luxury, Emblems Collection is made for the culturally curious and offers guests intimate, exclusive stays that blend thoughtful design, exceptional craftsmanship, and authentic ties to local heritage and landscape in the world’s most captivating and distinctive places.
Located in handpicked locations and in prime destination or amidst striking natural landscapes, these properties combine a distinctively charismatic allure with an elevated sense of intimacy and residential flair. Embracing individuality, it celebrates properties where the sense of place is central, service becomes an art, and every detail tells a story whilst aligning with the brand’s philosophy – ‘It’s the Soul that makes Emblems’.
Maud Bailly, CEO Sofitel Legend, Sofitel, MGallery and Emblems Collection, said: “Emblems Collection is built around the essence of understated, quiet luxury – where true elegance lies in a timeless sense of exclusivity and intimacy. We carefully select iconic properties and destinations that allow our guests to reconnect with themselves, far from the noise of everyday life. In a fast-paced world, we value privacy and tranquillity, offering sanctuaries where luxury isn’t loud, but deeply felt. Each Emblems Collection hotel embodies authenticity, grace, and soul – because it’s not just beauty that defines a place; it’s the soul that makes it unforgettable. It’s the soul that makes Emblems.”
At the heart of Emblems Collection lies a distinctive art of living, a contemporary expression of luxury defined by the soul of the destination and the soul of service. Each property creates a deep connection between guests and place through sensory experiences, thoughtful details, and an Emblematic Ingredient — locally inspired elements chosen for their cultural resonance, bond with the land, and harmony with the planet. These carefully selected ingredients weave through the guest journey, from curated menus to the brand’s signature Travel Cakes, offering authentic, sustainable, and regionally rooted stories of taste. Literature, through Emblems Editions, enriches the spirit with novels, poems, essays, and letters that reflect each destination’s essence. Anchoring it all, the Master of the House embodies the soul of service, delivering intuitive, bespoke hospitality, connecting guests to the property’s character, and ensuring every stay is intimate, elegant, and unforgettable.
About the Emblems Collection Properties
United Kingdom
Over 900 years of history lie within these tranquil walls, which have seen a humble farmstead evolve into a grand estate shaped by generations of dreamers. Lucknam Park now becomes the first hotel to join the Emblems Collection and embodies the brand’s philosophy of elevated intimacy, rooted in heritage with an understated yet signature presence.
Set within 500 acres of rolling countryside, only six miles from Bath, Lucknam Park Hotel & Spa, Emblems Collection, combines stately grandeur with modern comforts. The estate features two restaurants, one Michelin-starred offering from Head Chef Hywel Jones and the Walled Garden Restaurant, an award-winning wellness spa, an equestrian centre, and beautifully preserved gardens. It offers an authentic taste of English country house living at its finest. The 42 individually designed rooms and suites, and nine luxurious cottages, make it a sought-after escape for discerning travellers.
The move to join Emblems has introduced a refreshed phase of subtle enhancements, carefully preserving the estate’s historic soul while infusing it with a thread of superior hospitality and service, characteristic of the collection.
Canada
Emblems Collection will expand its portfolio in 2026 with the debut of Rimrock Banff, Emblems Collection, in the majestic Canadian Rockies, following a full renovation. As the brand’s first North American property, Rimrock Banff is set to redefine mountain luxury – offering a discreet and refined sanctuary where culture, wellness, and adventure converge. From its serene connection to the region’s natural hot springs to experiences that celebrate Banff’s alpine spirit and breathtaking vistas, the retreat will invite guests to discover a sense of place both elevated and elemental.
Italy
Secondly, Masseria Furnirussi, Emblems Collection in the heart of Puglia, set within the largest fig orchard in Europe, will embrace the art of pure, unhurried living and offer an authentic celebration of Mediterranean craftsmanship and lifestyle. The Masseria reimagines traditional Salento architecture in local white stone, surrounded by a garden of fruit trees, herbs, and native botanicals, alongside a lagoon pool and a spa. The hotel will provide around 60 suites, featuring private pools and terraces.
With a rich history steeped in centuries of art and architecture featuring original 19th century frescoes, and located just steps from the famed Piazza del Campo in Siena, Palazzo Sozzini Malavolti, Emblems Collection, will join the collection later in 2026. It will offer 38 rooms, among which 27 suites, each blending modern comfort with Tuscany’s timeless craftsmanship, along with a serene spa located within the building’s converted WWII-era basement. Palazzo Sozzini Malavolti is one of legacy, a noble palazzo from the 15th and monument in the heart of Siena, whose uncovered stories of the past will shape its legacy for tomorrow.
Near Perugia, the former Benedictine Convent Relais San Clemente, Emblems Collection – whose first stones were laid in the 11th century – will be reborn as a 51-key estate, accompanied by nine private villas, in an atmosphere attuned to the region’s spiritual and natural rhythms. Set within a 5-hectare park of ancient trees, it is a sanctuary where silence, timeless design, and sacred heritage entwine, inviting a profound sense of harmony and reflection. These three Italian residences will be enhanced by the The Purist Retreat & Spa, a holistic and sustainable wellness concept that embodies a promise of deep reconnection — to nature, and to oneself.
Emblems Collection will also introduce Bellevue Hotel Cortina d’Ampezzo, Emblems Collection, a captivating alpine hotspot in the Dolomites in Italy, taking wellness, dining and entertainment to new heights. The hotel will feature 80 luxurious rooms, including 27 suites with sweeping mountain views, and a 500-sqm spa with indoor and outdoor pools offering restorative rituals and treatments tailored to the modern alpinist.
Greece
In 2027, Elatos Resort, Emblems Collection, a luxurious eco wellness mountain retreat in Greece, is also set to launch as an enchanting year-round destination in a lesser-explored region of the ever-popular country. Nestled deep within the forest of Mount Parnassus, only two hours from Athens and on the gateway to the ancient site of Delphi, Elatos Resort is ideal for skiers, hikers and those in search of tranquillity and authentic wellness. It will feature 42 spacious private chalets, each with a private sauna as well as 15 rooms, all offering an elevated mountain escape shaped by the seasons, the land and the joy of togetherness.
With seven flagships hotels already signed and announced across Europe and the Americas, and over 15 additional properties in advanced discussions across all continents, Emblems Collection is on track to encompass up to 60 remarkable addresses worldwide over the next decade.