Global expansion, independent spirit: collection brands from Accor and Ennismore unlock new opportunity

Accor's collection brands are accelerating their global expansion, combining individuality with the power of scale. The Group now operates over 180 hotels worldwide across Emblems Collection, MGallery Collection, and Handwritten Collection, as well as Morgans Originals and Paris Society Hotel Collection, which are both part of Ennismore. A further 125+ hotels are currently in the pipeline across the Group's collection brands, representing more than 65% growth over the coming years.

Scale & Reach:
Accor now operates 180+ hotels worldwide under its collection brands (Emblems, MGallery, Handwritten, Morgans Originals, Paris Society). Another 125+ hotels are in the pipeline, signaling 65% growth in the coming years.

Portfolio Diversity:
With 45+ hospitality brands, Accor spans luxury (Raffles, Fairmont, Sofitel), lifestyle (The Hoxton, SLS, Mondrian), premium, midscale, and economy segments.

Key Collection Brands
- Emblems Collection: Luxury soft brand with 13 properties in pipeline, aiming for 60 by 2032. Recent milestone: Lucknam Park Hotel & Spa (UK, 2025). Upcoming: Rimrock Banff (Canada, 2026).
- MGallery Collection: 125+ hotels open, 50+ in pipeline. Strong growth in France, Greece, Albania, and Southeast Asia. Focus on design-led hospitality and local authenticity.
- Handwritten Collection: Launched in 2023, already 40+ hotels open, 45+ pipeline. Conversion-driven growth, preserving individuality while integrating into Accor’s systems.
- Ennismore Lifestyle Collections: Morgans Originals and Paris Society Hotel Collection expand into Greece, India, Turkey, and France, blending hospitality with culture and community.

Strategic Significance
- Collection brands currently represent 3% of Accor’s operating network, but 8% of its development pipeline.
- They appeal to independent hoteliers who want global visibility and operational support while retaining their local identity.
- Accor’s ecosystem (loyalty, distribution, revenue management) drives ~80% of revenue for collection hotels.

This move underscores how Accor and Ennismore are positioning themselves as the go-to partners for independent hotels that want both individuality and global scale.