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Emblems Collection by Accor announces first UK flagship hotel
By Shivani Dubey | 28 November 2025 | Lifestyle
Accor has announced its first UK flagship hotel under Emblems Collection, its new global portfolio, in the Wiltshire countryside
Emblems Collection, a new global portfolio of luxury hotels by Accor, has announced its first UK flagship hotel – Lucknam Park Hotel & Spa, Emblems Collection – in the Wiltshire countryside, with six additional openings set to follow over the next two years.
Set within 500 acres of rolling countryside, only six miles from Bath, Lucknam Park Hotel & Spa, Emblems Collection, combines stately with grandeur. 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.
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It offers an authentic taste of English country house living. With 42 individually designed rooms and suites and nine luxurious cottages, it makes for a sought-after escape for discerning travellers.
With plans to expand into Italy, Greece and Canada, Accor’s goal with this luxury portfolio is to establish 60 properties by 2032. 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 homes and serene nature retreats.
Championing a philosophy of quiet luxury, the idea behind the Emblems Collection is to offer guests intimate, exclusive stays that blend “thoughtful design, exceptional craftsmanship, and authentic ties to local heritage and landscape”.
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Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery and Emblems Collection, explained the philosophy behind the new hotels.
“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,” said Maud.
“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,” she added.