Accor’s Emblems Collection Chooses UK’s Lucknam Park for Global Flagship

Posted in News on 12 June, 2025

A new era of intimate luxury begins with the Emblems Collection’s global début – led by one of Britain’s most iconic country house hotels.

In a landmark moment for global hospitality, Lucknam Park Hotel & Spa in Wiltshire has been named the first-ever hotel in the world to open under Emblems Collection, Accor’s newest luxury brand.

Set to officially join the collection in Q4 2025, the historic British estate will lead the global launch of a highly curated portfolio of properties that celebrate individuality, timeless elegance, and deeply personal service. As the inaugural opening, Lucknam Park sets the tone for the entire Emblems vision.

Lucknam Park Hotel & Spa in Wiltshire, UK. Albertine Bed

Located just six miles from the UNESCO-listed city of Bath, Lucknam Park blends classic English charm with standout features: a Michelin-starred restaurant, an award-winning wellness spa, a renowned equestrian centre, and 500 acres of landscaped parkland. Its 42 individually designed rooms and nine luxurious cottages make it a sought-after countryside escape for discerning travellers.

Lucknam Park blends classic English charm with standout features

Coral Furniture Close Up

Currently operating as a leading independent hotel, Lucknam Park perfectly embodies the Emblems ethos: refined hospitality, design-led character, and immersive, personal experiences. This moment marks a new chapter for one of Britain’s most cherished estates, and a defining first step in the global journey of Emblems Collection.

“Emblems Collection is built around the concept of quiet luxury, where true elegance is found in the timeless sense of exclusivity and space” says Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery and Emblems. “Our focus is on selecting landmark boutique hotels that allow our guests to reconnect with themselves, away from the noise of the world. In a fast-paced world, we value privacy and tranquillity, providing an environment where luxury is not loud, but felt deeply. Every Emblems hotel offers a sanctuary,  an authentic, personal experience in stunning destinations. This vision resonates deeply with Chloe (Chloe Laskaridis, President of Lucknam Park), whose commitment to craftsmanship and excellence aligns perfectly with our own belief in creating distinctive, intimate luxury that welcomes aesthetic travellers.”

— Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery and Emblems

“We are truly excited to announce our alliance with Accor and its new, and prestigious, Emblems Collection” says Chloe Laskaridis, President of Lucknam Park Ltd. “The collection’s core values perfectly align with all that Lucknam Park embodies and celebrates: timeless beauty, personalised service and luxury experiences which are personal, storied and sensorial. At Lucknam Park, we recognise the importance of welcoming change and progress, whilst also protecting our heritage and independence. Joining Emblems Collection will ensure that our award-winning team at Lucknam Park will continue to elevate and offer the same attention to detail and home-away-from-home feeling we have always provided to our much-loved guests, whilst also reaching a wider, global audience.”

— Chloe Laskaridis, President of Lucknam Park Ltd

The property will undergo thoughtful enhancements that preserve its identity while aligning with the Emblems ethos of “Artisans of the Extraordinary”

Emblems Collection is Accor’s most exclusive brand – a curated portfolio of iconic hotels defined by character, creativity, and craftsmanship. With a highly selective approach focused on AAA destinations, Emblems champions intimate, design-led properties with a residential flair and bespoke service tailored to aesthetic-minded travellers. Each address blends timeless beauty with a strong sense of place – becoming both a cultural landmark and a sensory experience.

Lucknam Park, Emblems Collection will join the brand’s Heritage category – celebrating its glorious past while ushering in a new era of contemporary relevance. The property will undergo thoughtful enhancements that preserve its identity while aligning with the Emblems ethos of “Artisans of the Extraordinary” – offering guests an experience where luxury is personal, storied, and sensorial.

“With ten Emblems hotels already signed, we are on track to reach our target of fifteen hotels in development by the end of 2025, effectively doubling our pipeline in just one year” said Xavier Grange, Chief Development Officer, Sofitel Legend, Sofitel, MGallery and Emblems. “Upcoming properties like the Elatos Resort, Emblems Collection, near Athens – a mountain eco-retreat opening in 2026 – and Hotel Bellevue Cortina d’Ampezzo, Emblems Collection, a stunning alpine rebirth in Italy, are just the beginning. LucknamPark will proudly lead our global journey as the first hotel to open under the Emblems Collection, setting the tone for a new generation of luxury hospitality – curated, character-led, and unmistakably original. Emblems is not just about expanding our footprint, but about creating distinctive, immersive experiences that will redefine the luxury travel landscape.”

— Xavier Grange, Chief Development Officer, Sofitel Legend, Sofitel, MGallery and Emblems