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How these hotel brands you've never heard of are going to change your mind about luxury travel

Feb. 10, 2021
4 min read
Faena Veranda
How these hotel brands you've never heard of are going to change your mind about luxury travel
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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.

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Accor's purchase of SBE heralds an emphasis on hip hotels

Maison Delano in Paris (Photo courtesy of Accor)

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

Faena Hotel Miami Beach Imperial Suite Bedroom (Photo by Nick Koenig/Faena/Accor)

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.

Featured image by Faena Veranda (Photo by Todd Eberle/Faena/Accor)
Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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  • For a limited time, earn 80,000 bonus ThankYou® Points after you spend $4,000 in purchases within the first 3 months of account opening
  • Earn 3 Points per $1 spent at Restaurants and Supermarkets
  • Earn 3 Points per $1 spent at Gas Stations, Air Travel and Hotels
  • Earn 1 Point per $1 spent on all other purchases
  • Annual Hotel Savings Benefit
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TPG Editor‘s Rating
Card Rating is based on the opinion of TPG‘s editors and is not influenced by the card issuer.
4 / 5
Go to review

Rewards Rate

3XEarn 3 Points per $1 spent at Restaurants and Supermarkets
3XEarn 3 Points per $1 spent at Gas Stations, Air Travel and Hotels
1XEarn 1 Point per $1 spent on all other purchases
  • Intro Offer
    For a limited time, earn 80,000 bonus ThankYou® Points after you spend $4,000 in purchases within the first 3 months of account opening

    Earn 80,000 ThankYou® points
    60,000 points
  • Annual Fee

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  • Recommended Credit
    Credit ranges are a variation of FICO© Score 8, one of many types of credit scores lenders may use when considering your credit card application.

    670-850
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Why We Chose It

The Citi Premier’s 3 points per dollar spent across a wide range of popular categories is one of the more lucrative offerings in the world of points and miles. The Citi Premier comes with a $95 annual fee and is currently offering a solid sign up bonus of 80,000 points after you spend $4,000 on purchases within the first three months. It also has some valuable transfer partners to make the most of your rewards. Add in access to Citi Entertainment plus a $100 hotel credit for any single-stay hotel booking that exceeds $500 or more, excluding taxes and fees, booked through the Citi travel website, there are few reasons why the Citi Premier should not be in every traveler’s wallet.

Pros

  • Earns 3x points on restaurants, supermarkets, gas stations, air travel and hotels.
  • $100 annual hotel savings benefit (on single hotel stay bookings of $500 or more, excluding taxes and fees, booked through thankyou.com)
  • Points transfer to 16 airline programs, from JetBlue to Virgin Atlantic.
  • World Elite Mastercard benefits, extended warranty, damage and theft protection.

Cons

  • $95 annual fee
  • Lacks travel protections that other travel rewards cards come with
  • For a limited time, earn 80,000 bonus ThankYou® Points after you spend $4,000 in purchases within the first 3 months of account opening
  • Earn 3 Points per $1 spent at Restaurants and Supermarkets
  • Earn 3 Points per $1 spent at Gas Stations, Air Travel and Hotels
  • Earn 1 Point per $1 spent on all other purchases
  • Annual Hotel Savings Benefit
  • 80,000 Points are redeemable for $800 in gift cards when redeemed at thankyou.com
  • No expiration and no limit to the amount of points you can earn with this card
  • No Foreign Transaction Fees on purchases