Accor is gearing up to launch its latest soft brand boutique hotel collection, Emblems, globally and is eyeing opportunities in the Pacific for the five-star offering.
Emblems, which sits within Accor’s Luxury and Lifestyle division, above MGallery, will form an important part of Accor’s global growth strategy over the coming years.
Accor’s Global Head of Hotel Performance for Sofitel, MGallery and Emblems, Kerrie Hannaford, told HM that the group is currently focused on finding suitable Emblems projects in the Pacific.
“We have 240 hotels globally under the Sofitel, Sofitel Legend and MGallery brands and we are planning to introduce our newest band, Emblems, to create a collection of 60 Emblem hotels by 2030,” she said.
“Our development team are actively looking for the right Emblems projects in the Pacific and we are confident of its future in this part of the world.”
Emblems hotels will be divided into three categories – Heritage, Design, and Retreat – with the Pacific presenting a strong opportunity for the latter, according to Hannaford.
“The Retreat category, especially, would work really well in the Pacific as its about having a deep connection to wellness, nature and sustainability and there is huge potential to open emblematic hotels around these themes in Australia, New Zealand, and Fiji,” she told HM.
Hannaford was joined by Accor’s Head of Operations for Sofitel, MGallery and Emblems, Marcus Hannah, for a celebratory event in Sydney this week to mark the establishment of a fresh organisational structure that brings the three brands under one team.
The Parisian Garden Party- themed event, which was held at the Garden Court Restaurant and Terrace of Sofitel Sydney Wentworth, saw leaders from Sofitel and MGallery hotels across the Pacific came together with industry partners and media.
Speaking at the event, Hannah discussed the Pacific hotel network and future plans for the brands including sustainable development, a focus on exceptional service and unique culinary offerings.
In thanking partners, he said that the success of Accor’s hotels is closely entwined with their success.
“One of our core values is the deep and meaningful partnerships we build with our clients,” he said.
“As the Head of Hotels, I am proud to say that our collaboration with clients has never been stronger. We continue to work closely with our partners to create custom experiences and ensure that their guests feel truly valued and appreciated.”
Sofitel Sydney Wentworth General Manager, Sam Panetta, thanked attendees for their loyalty and support and promised exciting development at the hotel in 2024 and beyond.