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27 Mar 2023

Accor launches new hospitality brand Handwritten Collection
BY Megan Whitby

The portfolio is expected to reach more than 250 hotels by 2030

The portfolio is expected to reach more than 250 hotels by 2030
photo: Accor

Hospitality giant Accor has added a new midscale brand, The Handwritten Collection, to its global portfolio.

Accor already has over 110 Handwritten leads globally – many of which will include spa and wellness amenities – including 12 secured signings, five of which will debut throughout the first trimester of 2023.

The brand describes the new launch as an international “selection of charming bespoke hotels that offer an intimate and stylish hospitality experience”.

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

Additional properties will open throughout the remainder of the year and beyond in France, Estonia and Vietnam, as well as properties in Bucharest, Romania and Spain.

The portfolio is expected to reach more than 250 hotels by 2030.

With the creation of Handwritten Collection, Accor is broadening its 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; MGallery Hotel Collection and Emblems Collection.

"The Handwritten Collection enriches Accor’s offering in the ‘collection brands’ segment with a curated selection of hotels that exhibit charming and one-of-a-kind concepts,” said Alex Schellenberger, Accor’s chief marketing officer of premium, midscale, economy brands.

“The hotels we’ll feature are those sought out by travellers who appreciate heartwarming 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.”

Created for independent hoteliers
The Handwritten Collection is also designed with the needs of independent hotel owners in mind. Its standards are designed to be flexible, light and easy to attain.

“In 2022, Accor signed on average globally more than one hotel per day and opened nearly one hotel per day,” said Camil Yazbeck, Accor’s global chief development officer of premium, midscale and economy.

“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 sales, distribution and loyalty platform to increase their revenue and assist them in optimising their costs, while retaining their own distinctive personality and offering a highly qualitative product, service and experience.

“The 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.”



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