How these hotel brands you've never heard of are going to change your mind about luxury travel
If you've shied away from Accor's luxury properties in the past because you felt the Sofitels and Fairmonts of the world were too old-school for you, it's time to revisit the chain's portfolio.
While Accor is known for its "classic" brands, such as Raffles, Swissôtel, Mövenpick and Grand Mercure, it's been busy forging interesting partnerships with trendy brands such as Faena and Delano. And those couplings are helping Accor redefine what luxury means in the first place.
New and renovated hotels and resorts are coming online that continue to focus on personalized service, but do it in a more relaxed and approachable manner. You might say it's the age of hip and accessible luxury.
Accor's purchase of SBE heralds an emphasis on hip hotels
Take Accor's progress with its Delano brand. It was birthed in trendy Miami before expanding to Las Vegas. So, what's the next "it" city for Delano? Paris.
Accor is renovating an 18th-century mansion in the 8th Arrondissement that will open in 2022 as the Maison Delano. Well-positioned near the Rue du Faubourg Saint-Honoré, the hotel will have 56 rooms and suites plus a chef Dani Garcia-helmed restaurant that's part of the property's courtyard.
The chain plans to open additional Maison Delano outposts in cities around the globe, and it's not limiting its footprint to urban areas. However, when Delanos open in the countryside, such as mountain lodges or beach resorts, "Maison" will drop from their names.
What's important to note here is that Delano is under the SBE umbrella, which describes itself as a "lifestyle hospitality company that develops, manages and operates award-winning hotels" — and Accor took full ownership of SBE hotels in November.
Sam Nazarian, the founder of SBE, had a clear vision for the future of contemporary luxury. Hotels under his purview shared several things in common: a focus on engaging design, incredible cuisine and access to buzzy nightlife. He brought those attributes to the Delano, SLS, Mondrian and Hyde hotel brands.
Accor will now take up that mantle and continue moving in the direction of more accessible luxury experiences focused on fine dining and out-of-the-ordinary entertainment.
Expanding the Delano brand isn't the only thing on Accor's mind. Through its SBE group, it also just opened the SLS Cancun. The 45-room boutique property that opened on Wednesday, Feb. 10, offers a stunning stretch of beachfront, a beach club, marina and an 18-hole golf course designed by Tom Weiskopf.
Last last year, Accor also struck a deal with the hospitality developer Ennismore, which is responsible for The Hoxton and Gleneagles luxury properties, among other brands.
Related: You can now book these awesome Accor hotels with miles
Buzzy nightlife is the key to a younger demographic
Accor is betting that the future of luxury hotels lies in developing full-blown entertainment complexes centered around a boutique property. That's why it's partnered with Faena.
Chat with your most plugged-in friend, and he or she has probably stayed at Faena Hotel Miami Beach, Casa Faena (also in Miami, reopening Oct. 1, 2021) or Faena Hotel Buenos Aires.
Last month, Accor and Faena announced a partnership focused on creating "Faena Districts" that go beyond hotels and provide everything you need when discovering a new destination: an incredible place to stay, top-notching dining, spa facilities, cultural events and more.
Related: Accor and Hoxton unite to create a new family of boutique hotels
Founder Alan Faena hit upon a recipe for success with beautifully designed hotels in breathtaking settings that are made even more special with amenities like vast spa centers, restaurants helmed by James Beard Award-winning chefs, art exhibitions and experiences, cabaret-style theaters and live music in the lounges. A stay at a Faena property is about more than just a place to rest your head at night: It's the conduit to the area's culture and community.
Dubai is earmarked for the first Accor-involved Faena District and it will evolve organically depending on what elements are deemed paramount to the neighborhood's success.
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $8,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.