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voco Muscat Al Mouj: Oman’s First voco Hotel To Open With 251 Keys, Beachfront Views & More

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Oman is set to welcome its first-ever voco hotel, and it’s arriving in one of Muscat’s most high-profile neighbourhoods. IHG Hotels & Resorts has signed a new management agreement with Golden Group Holding to bring voco Muscat Al Mouj to life. The premium beachfront property is scheduled to open in Q4 of 2025, adding another name to IHG’s growing footprint in the region.

Oman’s First voco Hotel Is Coming To Al Mouj Muscat With Beachfront Views

With 251 rooms and suites, voco Muscat Al Mouj is designed to serve both business travellers and holidaymakers looking for something a little more elevated. It’s going up right in the heart of Al Mouj, Muscat’s sought-after waterfront district. Locals will know the area well, it’s where luxury apartments sit next to a world-class golf course, a sleek yacht marina, and a collection of high-end shops and dining spots.

A Global Brand With Local Roots

The voco brand, launched by IHG in 2018, has quickly become the fastest-growing premium name in its portfolio. It’s already made a name for itself in key cities across Europe, Asia, Africa, and the Middle East. With its bright colour palette and a more relaxed take on luxury, voco has found a sweet spot between the warmth of boutique hotels and the reliability of a big international brand.

This new Muscat property will carry that same identity. Guests can expect all the signature touches, plush bedding, intuitive service, and stylish spaces, but with a local twist that speaks to the setting.

What To Expect From voco Muscat Al Mouj

When it opens its doors, the hotel will feature:

  • 251 keys, including a mix of standard rooms and suites
  • Five dining options, including an all-day eatery, a speciality restaurant, and a laidback lobby lounge
  • A full-service spa, fitness centre, and swimming pool for guests looking to relax or stay active
  • Three meeting rooms, a business centre, and ample parking to support business travellers 

Also Read: For Just AED 100, Dive Into Dubai’s First Budapest Pool Party At voco Monaco With Pool Access, Free Drink & More!

Why It Matters

Oman continues to attract global travellers with its mix of heritage and modern living. Hotels like voco Muscat Al Mouj will shape the next wave of hospitality in the country.

Keep an eye out for the launch later in 2025. And if you’re planning a Muscat staycation or business trip around then, this beachfront address might be the one. 

Cover Image Courtesy: voco hotel/Website, Canva Pro

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First Published: July 28, 2025 4:30 PM



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Accor’s Emblems Collection Expands in Italy: Three New Luxury Hotels Set to Open in Siena, Umbria, and Apulia by 2026

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Monday, July 28, 2025

Accor’s Emblems Collection, a prestigious luxury lifestyle brand, is making significant strides in Italy with the announcement of three new properties set to open in 2026. This major expansion marks a pivotal chapter in the brand’s growth, bringing bespoke luxury and immersive Italian heritage to iconic destinations in Siena, Umbria, and Apulia. Through a strategic partnership with AG Group, renowned for its high-end hospitality expertise, the Emblems Collection is poised to redefine Italy’s luxury tourism landscape.

The three hotels—each carefully designed to preserve the authenticity and soul of their surroundings—highlight the essence of the Emblems brand: a blend of heritage, intimacy, and modern luxury. From Siena’s historical palazzo to the tranquil hills of Umbria and the serene beauty of Apulia, these new properties promise to offer discerning travelers a truly unique and sensory experience of Italy’s timeless charm.

Key Highlights:

  • Siena: Palazzo Sozzini Malavolti to become a 38-key luxury hotel near Piazza del Campo.
  • Umbria: Relais San Clemente, a former Benedictine convent, to offer 51 keys and a spa surrounded by 40 hectares of parkland.
  • Apulia: Masseria Furnirussi in Salento, set within Europe’s largest fig orchard, featuring 60 suites and private pools.
  • Partnership: Collaboration between Accor and AG Group, led by Andrea Girolami.

Introduction: Accor’s Luxury Emblems Collection Expands in Italy

Italy, renowned for its rich culture, history, and stunning landscapes, is about to witness a new wave of luxury with the expansion of Accor’s Emblems Collection. The brand’s latest strategic move will see three properties opening in Siena, Umbria, and Apulia by mid-2026, thanks to a partnership with AG Group, a leading name in the luxury hospitality sector. This expansion not only underscores the brand’s commitment to offering personalized, high-end experiences but also demonstrates its dedication to preserving Italy’s iconic cultural heritage.

Each of the new hotels—Palazzo Sozzini Malavolti in Siena, Relais San Clemente in Umbria, and Masseria Furnirussi in Apulia—brings together historic charm with modern luxury. Set against the backdrop of Italy’s most picturesque landscapes, these properties will provide guests with an intimate and culturally rich escape. The Emblems Collection is known for its focus on local traditions, combining design, history, and sustainability to create an experience that feels deeply connected to its surroundings. This expansion is set to further cement the brand’s presence as a leader in bespoke luxury travel, offering guests an immersive experience in the heart of Italy’s most iconic regions.

A New Chapter for Iconic Italian Destinations

The Emblems Collection’s expansion in Italy comes at a time when luxury travel is evolving to meet the demands of travelers who seek more than just opulence— they desire authenticity, local culture, and immersion in the destination. With this in mind, the three new properties are designed to provide more than a luxurious stay; they offer a journey through Italy’s history, art, and culture.

Siena: Palazzo Sozzini Malavolti

In the heart of Siena, one of Tuscany’s most famous cities, the Palazzo Sozzini Malavolti will be transformed into a boutique luxury hotel with 38 rooms. Located just steps away from the iconic Piazza del Campo, this property blends Renaissance charm with modern comforts. The restoration of the palazzo will showcase its frescoed ceilings, ancient caves, and secret gardens, giving guests a unique glimpse into Siena’s past while enjoying state-of-the-art amenities. The hotel promises an intimate yet luxurious experience, with design elements that celebrate the region’s rich craftsmanship and history.

Umbria: Relais San Clemente

In Umbria, another iconic region of Italy, the Relais San Clemente will offer a peaceful sanctuary amidst nature. Originally a Benedictine convent, this stunning property will feature 51 rooms, including nine private villas. Guests will be able to enjoy the tranquility of the 40-hectare park that surrounds the estate, which will house a spa focused on wellness and spiritual rejuvenation. The property’s centerpiece will be the consecrated chapel dedicated to San Clemente, offering a space of reflection and peace for all who visit.

Apulia: Masseria Furnirussi

The Masseria Furnirussi will bring a slice of Mediterranean serenity to the Emblems Collection, nestled in Salento, Apulia. Surrounded by Europe’s largest fig orchard, this white-stone retreat will offer 60 suites, most of which feature private pools. The hotel’s design will embrace the rhythm of the land, inspired by the local Apulian traditions and architecture. Guests can look forward to immersive experiences that bring the natural beauty of the region to life, from its lush botanical gardens to its historic farmhouses.

A Vision Shared by Accor and AG Group

The partnership between Accor and AG Group is built on a shared vision of redefining luxury hospitality in Italy. AG Group, founded by Andrea Girolami, is a recognized leader in high-end Italian tourism, bringing expertise and a deep understanding of Italy’s unique cultural landscape to the collaboration. By focusing on heritage and intimacy, this collaboration ensures that each property reflects the soul of its location, offering more than just a place to stay—it offers an experience that connects guests to the heart of Italy.

As Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery & Emblems, explains, “These three properties truly embody the Emblems spirit—places where luxury meets intimacy, where time feels suspended, and where each detail tells a story.” This commitment to storytelling through design and experience is what sets the Emblems Collection apart in the crowded luxury hospitality market.

Emblems Collection’s Global Growth

While Italy marks a key milestone in the Emblems Collection’s expansion, the brand’s growth is far from over. With new properties planned across the globe, the Collection is expanding its footprint to cater to the growing demand for curated, boutique luxury experiences. Other upcoming Emblems addresses include:

  • Elatos Resort, Greece: A luxury resort blending nature and high-end comfort.
  • Hotel Bellevue, Cortina d’Ampezzo, Italy: Nestled in the Dolomites, this iconic alpine hotel will offer timeless luxury.
  • Lucknam Park, United Kingdom: A sprawling estate combining countryside charm with modern elegance.
  • Rimrock, Banff, Canada: A luxurious mountain retreat with stunning views of the Canadian Rockies.

Each of these properties continues the Emblems Collection’s dedication to offering bespoke, luxury experiences in some of the world’s most iconic destinations.

The Growing Appeal of Emblems Collection

Since its launch, Emblems Collection has quickly become a symbol of refined luxury and boutique individuality. It appeals to discerning travelers who seek more than just luxury—they want to feel connected to the place, to its people, and to its traditions. This ethos has resonated with a global audience, and as Emblems continues to grow, it remains committed to offering guests authentic, immersive experiences that are rooted in the culture and soul of each destination.

The brand’s emphasis on heritage, intimacy, and sustainable luxury makes it a standout in the crowded luxury market. With its global expansion and commitment to preserving local culture and history, Emblems Collection is set to become a leader in the future of luxury travel.

Conclusion: A New Era for Luxury Hospitality in Italy

Accor’s Emblems Collection is ushering in a new era for luxury hospitality in Italy. The opening of three new properties in Siena, Umbria, and Apulia will not only offer visitors the finest in luxury accommodations but will also allow them to experience the rich culture and heritage that defines these iconic regions. With its commitment to authenticity, design, and sustainability, Emblems Collection continues to set the standard for boutique luxury in Italy and around the world.

As the brand expands its global presence, it remains true to its founding principles—offering luxury experiences that are intimate, connected, and infused with local culture. For travelers seeking more than just a luxury hotel, Emblems Collection provides an invitation to explore the soul of Italy, one unforgettable experience at a time.



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The Calile Hotel review: an urban resort reframing the city

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Just 2.5 km from Brisbane’s CBD, The Calile sits at the heart of Fortitude Valley’s James Street precinct, a stretch once overlooked but now pulsing with independent shops, galleries, and restaurants. Conceived as Australia’s first urban resort, the hotel adopts mid-century tropical references with a civic scale and climate-first agenda. Its design – layered white brick, breeze-block screening, and a raised pool podium –evokes Palm Springs, Miami, Rio and Mexico City, and recalibrates city-life around sunlight, shade, and leisure.

Wallpaper* checks in at The Calile Hotel, Brisbane

What’s on your doorstep?

Step outside and James Street is buzzing with local boutiques like MJS Jewellery and Calexico, alongside galleries, cafés and a clutch of restaurants and bars from SK Steak to Bianca, the latter serving simple Italian classics such as pork cotoletta and beef ragù.

(Image credit: Photography by Cieran Murphy)

Who’s behind the design?

Brisbane-based Richards & Spence embedded tropical logic into every façade choice, from breeze blocks to custom fans, creating a ‘quietly brutal aesthetic with humour and charm’. Interiors layer pastels and cork, brass and concrete, balancing crisp architecture with warm materials, while the landscape is by Lat27 + Botanical Grace, planting palm canopies into the raised pool deck to blur architecture and greenery.

(Image credit: Photography by Cieran Murphy)

The room to book

The Calile Suite is where spatial storytelling meets comfort, its corner spot offering dual balconies, a separate lounge, a generous bedroom, and bathrooms framed in travertine and cork for acoustic softness. But for design purists, the Poolside Deluxe rooms are the sweet spot, built around the pool, with spruce‑green joinery, brass fittings, and pastel‑lined bathrooms that nod to late‑1960s resort glamour.

(Image credit: Photography by Cieran Murphy)

(Image credit: Photography by Cieran Murphy)

Where to switch off

The pool is a defining image of The Calile, 30 metres of water flanked by pastel cabanas, breeze blocks and striped umbrellas. But while photogenic, it can buzz with activity during Brisbane’s long summer season, so for something quieter, The Spa at The Calile offers a more grounded escape. Designed in tonal stone and soft neutrals, it includes seven treatment rooms, a private wellness suite, a steam room, and a custom menu of rituals rooted in botanicals and bodywork. Treatments run from lymphatic drainage and skin therapies to infrared sessions and full-body scrubs using native Australian ingredients.

(Image credit: Photography by Cieran-Murphy)

Staying for drinks and dinner?

James Street is now one of Brisbane’s most compelling dining precincts, and The Calile places you right at the heart of it. Alongside neighbourhood standouts like Bianca and SK Steak & Oyster, with its old-school glamour and dry martinis, there’s also Same Same. Located in Ada Lane, the restaurant serves a menu of elevated Thai Street food such as the Moreton Bay bug curry and house-made roti within polished interiors.

(Image credit: Photography by Annika-Kafcaloudis)

Within the hotel, The Lobby Bar and Hellenika both open from breakfast, the former a prime spot to sit with a coffee and watch the precinct come to life. Hellenika, located next to the pool, shifts gears throughout the day from Greek breakfast spreads to long lunches built around crowd-pleasers, like chargrilled calamari and moussaka. Come evening, the energy turns inward at Sushi Room. Tucked discreetly off the lobby, the recently refurbished space by Richards & Spence features curved booths, a 9.3-metre hinoki counter, and a moody palette that sets the stage for precision-led omakase alongside a menu of classics, from sushi and sashimi to tempura.

(Image credit: Photography by Annika-Kafcaloudis)

What’s the verdict?

With its crisp civic architecture, pastel‑washed interiors and precinct‑spanning dining experience, The Calile Hotel offers resort leisure in a city context, layering tropical references with urban precision. More than just a place to stay, The Calile has become a defining presence in Brisbane, anchoring the evolution of James Street, attracting a loyal local following, and putting this understated city on the map.

(Image credit: Photography by Annika-Kafcaloudis)

The Calile Hotel is located at 48 James St, Fortitude Valley QLD 4006, Australia.



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Asia Pacific’s lifestyle hotel boom transforming the hospitality industry

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Lifestyle hotels are transforming hospitality by emphasising vibrant public spaces over traditional rooms, where travellers and locals connect through distinctive experiences. JLL’s latest report highlights that this sector is offering opportunities for brands and investors, as highlighted with the recent acquisitions of Standard International by Hyatt and of CitizenM by Marriott International.

2008 sparked Asia Pacific’s lifestyle hotel boom

In 2008 alone, brands like W Hotels and Aloft inaugurated and expanded their first properties in the region, establishing the foundation for what has evolved into a major hospitality industry movement.

How will the lifestyle hotel revolution shape hospitality in the region in the years to come?

1. Four times more lifestyle hotel rooms in 2024 than in 2014, with lifestyle supply anticipated to grow by 34% by 2027

Since 2014, nearly 65,000 new lifestyle hotel rooms have been introduced to the Asia Pacific market and have now quadrupled in number. This strong growth rate reflects both shifting consumer preferences toward experiential stays and strategic repositioning by hospitality groups and independent operators.

In 2024, lifestyle properties achieved their highest representation among all new hotel openings. The momentum shows no signs of slowing, with lifestyle hotels likely to constitute between 6-9% of all new hotel supply entering the market between 2025 and 2027. This surpasses even the record-breaking levels observed in 2024.

2. Southeast Asia counts three times more lifestyle hotel rooms than Australia New-Zealand and South Asia, yet ‘Down Under’ displaying the strongest growth

Lifestyle accommodations experienced growth across all subregions over the past ten years.

Despite Greater China outpacing the rest of the region in total number of lifestyle hotel rooms with the proliferation of prominent brands like Indigo, W and aloft, Southeast Asia was the first subregion where lifestyle hotels took off.

Indeed, Southeast Asia saw rapid development in lifestyle hotel offerings, propelled by the introduction and growth of brands such as Aloft, Autograph Collection and Hotel Indigo.

3. Lifestyle hotels concentrated in upscale and above segments, yet upper midscale and below show promising growth

Back in 2008, 62% of lifestyle hotel inventory that year was concentrated in the luxury as the first mover segment in lifestyle. This trend has persisted following the pandemic, with lifestyle brand growth continuing to occur predominantly in the luxury and upper upscale segments.

New luxury lifestyle brands entering the APAC market between 2025 and 2027 include: Emblems, The Unbound Collection, Thompson Hotels and Delano. Gradually, lifestyle is taking a firmer hold in the higher volume segments and domestic-focused products in the three-star and entry level four-star categories in Asia Pacific.

4. Ten new lifestyle brands anticipated to enter Asia Pacific by 2027

Marriott International leads the Asia Pacific region with 11 lifestyle brands, representing 44% of the total existing lifestyle hotel supply as of 2024. IHG Hotels & Resorts follows in second place with four brands, while Hyatt occupies the third position.

Looking ahead to 2027, Marriott International maintains its market leadership, whilst lifestyle hotels under Hyatt brands are anticipated to represent 23% of the total upcoming new lifestyle supply between 2025 and 2027.

Lifestyle brands are anticipated to continue expanding in Asia to support interest from both investors and guests, especially for brands that have been recently acquired by international hotel chains, such as NoMad (Hilton), CitizenM (Marriott), The Standard (Hyatt), Ruby (IHG), and European/US based lifestyle hotel chains.

5. Lifestyle hotels in APAC command a 10-11% price premium, however with nuances

In Asia Pacific (APAC), lifestyle hotels command a price premium of an Average Daily Rate (ADR) of approximately 10-11% above the overall market average. This indicates sustained consumer willingness to pay higher rates for lifestyle hotel experiences through market cycles.

Where this price premium is paired with smaller room sizes, returns to investors are further elevated. Beyond this, investment returns can be enhanced through more appealing wellness and dining outlets, as well as associated branded residences or being integration in mixed-use precincts.

6. Lifestyle hotels registering 30% higher F&B (including MICE) revenue per occupied room on average compared to traditional hotels

In Asia Pacific, lifestyle hotels see their Food & Beverage (including MICE) recorded approximately 30% higher revenue per occupied room than the broader market average.

Globally lifestyle hotels tend to over-index on dining outlets and bars as part of delivering a more engaging and enhanced stay. This generally holds true in Asia, although the revenue premium may be less pronounced as many hotels (especially in Southeast Asia) have extensive F&B outlets across the board.

Conclusion

Lifestyle hotels in Asia Pacific have quickly moved from being an emerging segment to core to every urban and resort market in the region with depth – attracting many savvy investors. The addition of a further 34% growth in lifestyle supply by 2027 signals a continued upward trend in the segment.

Southeast Asia’s leading position, complemented by brand proliferation in Australia, will reshape competitive dynamics across the region. As the sector continues to evolve, the question remains whether pricing premiums will hold – all indications are that it will for now.

Lifestyle hotels concepts, brands and design will continue to flourish, emphasising authenticity, sustainability, and ultra-personalisation — establishing this segment as a fundamental and expanding component of Asia Pacific’s hospitality landscape.



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