Accor signs 13 sites for new Handwritten Collection

Pictured: Oru Hub Hotel, Handwritten Collection in Tallinn, Estonia.
Accor has introduced soft brand Handwritten Collection, with 13 global sites already on its books.

The ‘midscale plus’ line completes the group’s boutique collection brand portfolio, following upper upscale MGallery and the luxury Emblems Collection.

Easy conversions

Focused towards experience-seeking Millennial travellers, Handwritten Collection properties will mostly be conversions, with the current conversion rate standing at 80%. Accor has conceived the brand to require a simple transition and ramp up process and to have a sustainable growth and development model. 

The bespoke sites will feature personal touches which will differentiate every hotel, reflecting an authentic story inspired by individual hoteliers. The brand’s standards are designed to be flexible, light, and easy to attain. Required elements include a welcoming gesture, a breakfast offer, a bar, a quality bed, a flatscreen TV in every room and a fitness room.

Already signed

Accor has big plans for the brand, targeting 250 franchised sites by 2030. The group stated it already has over 110 Handwritten leads globally, totalling more than 11,500 rooms, including the 13 secured signings. Five properties are expected to debut throughout the first trimester of this year.

Hotels already on the books comprise:

Hotel Shanghai Sheshan Oriental, Handwritten Collection in Shanghai, China: already open
Le Saint Gervais Hotel & Spa, Handwritten Collection in Saint Gervais, France: already open
Wonil Hotel Perth, Handwritten Collection in Perth, Australia: opening this month
Hotel Morris, Handwritten Collection in Sydney, Australia: opening this month
Le Splendid Hotel Lac d’Annecy, Handwritten Collection in Annecy, France: opening April 2023
Hotel Les Capitouls Toulouse Centre, Handwritten Collection in France: opening May 2023
Oru Hub Hotel, Handwritten Collection in Tallinn, Estonia: opening May 2023
Relais San Martino, Handwritten Collection in Lecce, Italy: opening summer 2023
Square Lodge Hotel La Roche sur Yon, Handwritten Collection in La Roche-sur-Yon, France: opening Q1 2024
Sunrise Premium Resort, Handwritten Collection in Hoi An, Vietnam: opening Q2 2024
As yet unnamed Handwritten Collection hotel, Bucharest, Romania: opening Q2 2024
Paris Montmartre Sacré Coeur, Handwritten Collection (name may change), in Paris, France: opening H1 2024
Sol Hotel, Handwritten Collection in Madrid, Spain: opening Q3 2024

One-of-a-kind concepts

Alex Schellenberger, chief marketing officer, premium, midscale, economy brands, Accor, said: “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. 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.”

Caroline Bénard, global SVP economy and midscale brands, Accor, added: “The manner in which each host interacts with their guests is thoughtfully considered and brings to life their own personal passions. 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.”

Independent offer

Camil Yazbeck, global chief development officer, premium, midscale, economy, Accor, commented: “In 2022, Accor signed on average globally more than one hotel per day and opened nearly one hotel per day. 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 13 hotels committed already, we aim to have over 250 properties by 2030.”