Accor launches Handwritten Collection


Accor has launched Handwritten Collection, a new global portfolio of bespoke hotels that offer an intimate and stylish hospitality experience.

With the creation of Handwritten Collection, Accor is broadening its unrivalled brand portfolio and midscale hotel offerings and will look to replicate the success it has achieved with the group’s other collection brands across other segments, including the MGallery Hotel Collection, a storied portfolio in the upper upscale brand segment that now counts more than 100 boutique hotels worldwide and Emblems Collection, Accor’s first luxury collection brand, a carefully curated selection of distinctive hotels that are emblematic of their destination, designer or place in history.

With a similar bespoke approach, Handwritten Collection will bring together hotels with individual personalities, intimately reflecting the character and warmth of the people who love and look after them. The guest experience brings to life the spirit of the host: their tastes, their passions and the little quirks of their personality. Each local hotelier provides a charming presence that weaves their character and personality into the fabric of their hotel, engaging guests with local wisdom and delightful conversation, bringing a personalised energy to the guest experience.

The Paris-based group already has over 110 Handwritten leads globally totalling more than 11,500 rooms, including 12 secured signings, with five properties expected to debut throughout the first trimester of 2023.

Handwritten Collection properties opening over the next several months include Hotel Shanghai Sheshan Oriental in Shanghai, China; Le Saint Gervais Hotel & Spa in Saint Gervais, France; Wonil Hotel Perth in Australia; Hotel Morris in Sydney, Australia; and Le Splendid Hotel Lac d’Annecy in Annecy, France.

Additional properties will open throughout the remainder of the year and beyond, including Hotel Les Capitouls Toulouse Centre, France; Oru Hub Hotel, Handwritten Collection in Tallinn, Estonia; Square Lodge Hotel La Roche sur Yon, Handwritten Collection in La Roche-sur-Yon, France; Sunrise Premium Resort, Handwritten Collection in Hoi An, Vietnam; Paris Montmartre Sacré Coeur*, Handwritten Collection in Paris, France as well as properties in Bucharest, Romania and Madrid, Spain. The Handwritten Collection portfolio is expected to reach more than 250 hotels by 2030.

“Our aim, beyond delivering a truly authentic guest experience, is to support the growing number of independent and boutique hotel owners looking to boost their global profile, connect with more audiences and grow their revenue without losing their identity,” explains Alex Schellenberger, Chief Marketing Officer, Premium, Midscale, Economy Brands, Accor. “The hotels we will feature in Handwritten Collection are those sought out by travellers who appreciate heart-warming travel experiences and a twist on traditional hospitality, as well as by hoteliers who cherish the unique personality of their properties while desiring the benefits that come with a leading global partner.”

“The manner in which each host interacts with their guests is thoughtfully considered and brings to life their own personal passions,” adds Caroline Bénard, Global SVP Economy & Midscale Brands, Accor. “Whether in a social setting or the privacy of a guest’s room, there will be moments of storytelling and engagement that create a genuine connection. This rapport between host and guest contributes to a more meaningful and memorable stay experience.”

The collection is also designed with the needs of independent hotel owners in mind. With a current conversion rate of 80%, the bulk of properties joining Handwritten Collection will be conversion projects rather than newbuilds, requiring a simpler transition and ramp up process and a more sustainable growth and development model. The brand’s standards are designed to be flexible, light, and easy to attain. Moreover, Handwritten Collection provides direct ROI and the opportunity for owners to maximise revenue with immediate access to the power and reach of Accor’s sales, distribution and loyalty platforms, while also benefiting from the Group’s environmental, social, and governance (ESG) capabilities.

“In 2022, Accor signed on average globally more than one hotel per day and opened nearly one hotel per day,” reveals Camil Yazbeck, Global Chief Development Officer, Premium, Midscale, Economy, Accor. “We aim to continue this growth by anticipating the needs of our guests and aligning with the investment criteria of our partners and owners. Independent hotels are increasingly seeking the strength of Accor’s powerful sales, distribution and loyalty platform to increase their revenue and assist them in optimising their costs, whilst retaining their own distinctive personality and offering a highly qualitative product, service and experience.

“Handwritten Collection offers them an ideal solution, providing the option for a franchise contract and a flexible and cost-effective level of investment. We look forward to working collaboratively with owners and partners and welcoming additional hotels from around the world into this outstanding collection. With over 110 properties and 11,500 rooms in negotiation to become part of Handwritten Collection, including 12 hotels committed already, we aim to have over 250 properties by 2030.”

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