Accor introduces Handwritten Collection

Accor has launched the Handwritten Collection, a global portfolio of bespoke hotels. The company already has more than 110 Handwritten leads globally totaling more than 11,500 rooms, including 12 secured signings, with five properties expected to debut throughout this year’s first trimester.

“Each [Handwritten Collection hotel] is distinctive in its own right, meaning that no two hotels are the same, and each is an expression of the personality of the host,” Caroline Bénard, global SVP, economy & midscale brands, Accor, said during the brand launch press conference. “For the guests, it gives them the impression that they’re actually invited by local hoteliers into the charming and stylish rooms and as a result, they experience a refreshingly human stay thanks to the host’s warm welcome and personal touches, as well as intimate and stylish design.”

The Handwritten Collection is also designed with the needs of independent hotel owners in mind, according to the company. With a current conversion rate of 80%, 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 maximize 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.

Camil Yazbeck, global chief development officer, premium, midscale, economy, Accor, pointed out during the press conference that the Handwritten Collection has been in the making for about two years.

“We noticed there was a gap in Accor’s portfolio for a midscale-plus brand in the collection brands vertical, so during the post-COVID period of rising costs and inflation, independent hotels realized even more how much they need the strength of our powerful sales, distribution and loyalty platform to increase the revenue whilst keeping their own distinctive personality and offering a great qualitative product, service and experience as requested by our guests,” he said. “We’re expected to reach 250 hotels by 2030 throughout the globe. We have a promising secure pipeline of 12 properties (800 keys) signed, and we just signed an additional hotel in Italy. From January 2023, properties will open in Australia, China, France, Estonia and Romania. We have hotel signings for next year including properties in Vietnam, Indonesia and Spain, and we have more than 100 leads for hotels with more than 10,000 keys in the negotiation process. These hotels are located in capital gateway cities, smaller cities and popular leisure destinations, for both corporate and leisure and international and domestic travelers.”

Handwritten Collection properties opening over the next several months include Hotel Shanghai Sheshan Oriental, Handwritten Collection in Shanghai; 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; and Le Splendid Hotel Lac d’Annecy, Handwritten Collection 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, as well as properties in Madrid and Bucharest, Romania.