By Gwen O’Toole

Accor has announced the launch of MGallery, a collection of eight boutique hotels catering to travelers seeking hotels with unique characters.

The portfolio includes the Grand Hotel Melbourne, St Moritz Queenstown, Hotel am Konzerthaus Vienna, the Continental Hotel Zurich and Rotary in Geneva, the Baltimore Paris, Le Royal Hotel Lyon and Grand Hotel Beauvau Marseilles.

“We are aware that a growing number of our clients want their hotel to have that extra bit of character that will make their stay unique and unforgettable,” said Accord CEO, Gilles Pélisson. “It was with this trend in mind that we started the MGallery collection.”

MGallery hotels conform to four major principals: the vision behind the creation of the hotel, historic value (whether it’s a historical building, historical location or its past has been linked to famous people or major events), the destination and the exceptional exterior or interior of the property. 

The collection was created from existing Sofitel and Grand Mercure hotels selected for their special character and located in city centre or resort destinations.

A number of new MGallery hotels are expected to be announced in coming months, with the collection scheduled to swell to more than 40 properties by 2011.

“Launching the MGallery label opens a new horizon for Accor,” Pélisson said. “We will prove that we have the requisite legitimacy and know-how, using in particular the group’s expertise and experience as springboards to conquer the market of upscale, individual hotels with a marked identity.”

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