Accor has announced a new addition to its network of brands – Handwritten Collection is a global portfolio of bespoke hotels that offer an intimate and stylish hospitality experience…
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 collection brands across other segments. This includes 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. Like a handwritten note, each host’s individual touches will be subtly encountered at select moments throughout the guest journey.
Image credit: Accor / Wonil Hotel Perth
“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, Chief Marketing Officer, Premium, Midscale, Economy Brands, Accor. “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. The hotels we will feature in Handwritten Collection 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.”
Image credit: Accor /
Paris Montmartre Sacré Coeur
The Handwritten Collection is designed with the needs of independent hotel owners in mind. With a current conversion rate of 80 per cent, the bulk of properties joining Handwritten Collection will be conversion projects rather than new builds, 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.
The new brand launches with an immediate footprint of 12 hotels spread across the globe with over 110 Handwritten leads around the world totalling more than 11,500 rooms, including 12 secured signings, with five properties expected to debut throughout the first few months of 2023. With properties in the pipeline from Paris to Perth, The Handwritten Collection portfolio is expected to reach more than 250 hotels by 2030.
Image credit: Accor / Oru Hub Hotel
“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,” said Camil Yazbeck, Global Chief Development Officer, Premium, Midscale, Economy, Accor. “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”.
Key to the concept, the guest experience at Handwritten Collection aims to bring 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.
Main image credit: Accor
