Accor has launched Handwritten Collection, a new global portfolio of boutique hotels in the mid-scale segment. The brand will debut with 12 committed hotels around the world expected to open throughout 2023 in China, Australia, France and Estonia.
Accor is actively seeking new properties to be part of the portfolio in popular travel destinations across the globe. Handwritten Collection aims to sign unique properties with distinct identities, reflecting the character of the local hoteliers who own and operate them.
“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,” said Camil Yazbeck, global chief development officer, premium, midscale, economy at Accor.
The brand is designed to appeal to independent hotel owners, with a conversion rate of 80%. The brand's standards are flexible with Accor pitching its sales, distribution and loyalty platforms. The bulk of properties joining Handwritten Collection will be conversion projects rather than new builds, requiring a simpler transition and a more sustainable growth and development model.
“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,” said Alex Schellenberger, chief marketing officer, premium, midscale, economy brands, Accor.
Accor is broadening its brand portfolio with the launch of Handwritten Collection, and aims to replicate the success of its other collection brands such as the premium MGallery Hotel Collection and luxury Emblems Collection at a midscale price point
Accor's competitors have also been expanding their soft-brand collections of independent hotels in recent years. IHG launched the Vignette Collection in 2021, Hyatt is growing its JdV by Hyatt brand, Marriott has Tribute Portfolio, Design Hotels, the Luxury Collection and Autograph Collection and Hilton has the Curio and Tapestry Collections.
Handwritten Collection Debut Hotels:
Hotel Shanghai Sheshan Oriental, Handwritten Collection, Shanghai, China
Opening as the first Handwritten Collection hotel on 19 January 2023, the property offers an urban resort experience with its outdoor beach pool, landscaped gardens and dedicated service team to create bespoke tea breaks and dining experiences for guests.
Le Saint Gervais Hotel & Spa, Handwritten Collection, Saint Gervais, France
Set to open on January 19th, the hotel combines art nouveau and contemporary design, with Ottoman influences throughout the guest experience.
Wonil Hotel Perth, Handwritten Collection, Perth, Australia
The hotel offers a chic modern setting on the bank of the Swan River, near Kings Park and the central business district.
Hotel Morris, Handwritten Collection, Sydney, Australia
The hotel will reopen in February after a major restoration. Housed in an Italian Renaissance-style building, it combines European elegance with Australian character.
Le Splendid Hotel Lac d’Annecy, Handwritten Collection, Annecy, France
The hotel, set to open in April 2023, features unique Art Deco characteristics and decor by designer Thierry D'Istria.
Hotel Les Capitouls Toulouse Centre, Handwritten Collection, Toulouse, France
The hotel, located in the city's historic centre, combines the charm of Toulouse brick vaults with modern comforts and sustainable design elements.
Oru Hub Hotel, Handwritten Collection, Tallinn, Estonia
After two years of renovations, the hotel will re-open in May 2023 offering a new guest experience concept, including Yoga facilities and a Tea Room.
Paris Montmartre Sacré Coeur*, Handwritten Collection, Paris, France
The hotel boasts a typical Parisian facade and cozy rooms near Sacré-Coeur basilica and the Montmartre neighbourhood.