Accor’s Emblems Collection launches its first hotel, Lucknam Park Hotel & Spa in the Cotswolds, and unveils six more luxury openings worldwide
Accor’s latest luxury brand, Emblems Collection, has officially launched with its flagship property, Lucknam Park Hotel & Spa, a storied countryside retreat in the Wiltshire Cotswolds. The debut marks the start of a global expansion, with six more exquisite openings planned over the next two years — each designed to reflect character, culture, and timeless sophistication.
Where Luxury Meets Intimacy
Emblems Collection redefines modern luxury — where grace, intimacy, and authenticity replace grandeur for grandeur’s sake. Each property in the collection is chosen for its unique personality and connection to place, from historic mansions and modernist icons to nature-inspired sanctuaries.
“Emblems Collection is built around understated, quiet luxury — where true elegance lies in intimacy and authenticity,” said Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery, and Emblems Collection. “In a fast-paced world, we offer sanctuaries where luxury isn’t loud, but deeply felt.”
This philosophy — “It’s the Soul that makes Emblems” — runs through every detail, from design and service to the culinary experience and sense of place.
The Soul of the Brand
Each Emblems Collection property tells its own story through design, sensory experiences, and service artistry. Central to this identity is the Emblematic Ingredient — a locally inspired essence that represents the soul of its destination.
From the crisp Wiltshire apple of England to the sun-drenched fig of Puglia, these ingredients appear in workshops, spa treatments, and menus, weaving culture and sustainability into every guest experience.
The brand’s signature Travel Cake, created with acclaimed Korean pastry chef Yun Eunyoung, is a tasteful nod to this theme. Each hotel offers a bespoke recipe crafted around its local ingredient — a sweet symbol of place and artistry.
Adding literary flair, the Emblems Editions collection curates books and writings inspired by each hotel’s cultural setting, inviting guests to pause, read, and reflect.
Every Emblems property is also home to a Master of the House — a discreet and gracious host who embodies the art of bespoke hospitality, ensuring every moment feels personal and soulful.
Lucknam Park: The First Emblem
Steeped in over 900 years of history, Lucknam Park Hotel & Spa, Emblems Collection stands as a symbol of heritage refined for the modern traveller. Located just six miles from Bath, the 500-acre estate blends stately grandeur with intimate charm — offering an authentic taste of English country living.
Highlights include:
- 42 uniquely designed rooms and suites and nine luxurious cottages
- Two restaurants, including the Michelin-starred Hywel Jones by Lucknam Park
- A world-class spa and wellness centre
- Equestrian facilities, manicured gardens, and woodland trails
Recent enhancements subtly refresh the estate while preserving its historic character — a perfect reflection of the Emblems ethos: heritage with heart.
Expanding the Emblems Universe
Following Lucknam Park’s debut, Emblems Collection will expand to seven flagship properties across Europe and North America by 2027.
Rimrock Banff, Canada (2026)
Set in the majestic Canadian Rockies, Rimrock Banff, Emblems Collection, will redefine mountain luxury with serene spa rituals, alpine-inspired dining, and sweeping views of Banff’s hot springs and peaks.
Masseria Furnirussi, Puglia, Italy (2026)
Amid the largest fig orchard in Europe, this Mediterranean escape celebrates slow living, craftsmanship, and local flavour, with 60 suites, private pools, and a lagoon-style spa.
Palazzo Sozzini Malavolti, Siena, Italy (2026)
A noble 15th-century palazzo steps from Piazza del Campo, this 38-room retreat will feature restored frescoes, a tranquil spa, and the timeless charm of Tuscany reborn.
Relais San Clemente, Perugia, Italy (2026)
A former 11th-century Benedictine convent, this 51-key estate with nine villas will offer serene spaces surrounded by nature, embodying spiritual calm and architectural grace.
Elatos Resort, Mount Parnassus, Greece (2027)
A luxurious eco wellness mountain retreat just two hours from Athens, Elatos Resort will feature 42 chalets with private saunas and 15 guest rooms — ideal for skiers, hikers, and seekers of authentic wellness.
Bellevue Hotel, Cortina d’Ampezzo, Italy (2027)
Nestled in the Dolomites, this alpine hotspot will feature 80 rooms, a 500-sqm spa, and panoramic views — taking mountain hospitality to new heights.
A Vision for the Future
With seven flagship properties signed and 15 more in discussion, Emblems Collection is set to grow to 60 distinctive hotels worldwide within the next decade. Each will embody the same guiding principles — soulful design, cultural connection, and quiet elegance — while celebrating individuality and local artistry.
As Accor expands its luxury portfolio, Emblems Collection stands out as a new symbol of what travel can be: deeply personal, quietly luxurious, and rich in character.
At a Glance: Emblems Collection
- Brand by: Accor
- Launch property: Lucknam Park Hotel & Spa, Wiltshire, UK
- Philosophy: “It’s the Soul that makes Emblems” — luxury with authenticity and intimacy
- Upcoming openings (2026–2027): Rimrock Banff, Masseria Furnirussi, Palazzo Sozzini Malavolti, Relais San Clemente, Elatos Resort, Bellevue Hotel Cortina
- Target portfolio: 60 properties worldwide
- Defining elements: Emblematic Ingredient, Master of the House, Emblems Editions
