Accor is introducing Handwritten Collection, a new global "soft" brand that specialises in so-called lifestyle hotels. These mid-range hotels feature hip décor and popular restaurants and bars, but they lack the comprehensive amenities of a high-end boutique.
GLOAccor announced on 19th January 2023 the arrival of a newcomer to its network: Handwritten Collection, an international portfolio of establishments with unique charm and offering a hotel experience as intimate as it is refined.
Accor registers more than 110 prospects for Handwritten across the world, totaling more than 11,500 rooms, including 12 addresses already signed, including 5 which should debut in the first quarter of 2023. Addresses that will join the Handwritten Collection in the coming months include Hotel Shanghai Sheshan Oriental, Handwritten Collection, in Shanghai (China), 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), and Le Splendid Hôtel Lac d’Annecy, Handwritten Collection, in Annecy (France). These properties will be joined by the end of the year and later by the Hotel Les Capitouls Toulouse Center, in Toulouse (France), the Oru Hub Hotel, Handwritten Collection, in Tallinn (Estonia), the Square Lodge Hotel La Roche-sur-Yon, Handwritten Collection, in La Roche-sur-Yon (France), the Sunrise Premium Resort, Handwritten Collection, in Hoi An (Vietnam), the Paris Montmartre Sacré Cœur*, in Paris (France), without forgetting establishments located in Bucharest, Madrid or Paris. The Handwritten collection portfolio should therefore exceed 250 hotels by 2030.
“Handwritten Collection enriches the Accor group’s offering in the collection brands segment, by integrating a selection of unique boutique hotels. Our objective, beyond the authentic experience that we offer our customers, is to support the growing number of owners of independent hotels and boutique hotels seeking to strengthen their international visibility, to attract a wider audience and increase their revenue, without losing their identity,” says Alex Schellenberger, Global Marketing Director for Premium, Midscale and Economy Brands, Accor. “The establishments that will integrate Handwritten Collection will be those popular with travelers looking for human experiences and hospitality that is both traditional and modern, as well as those run by hoteliers proud of the uniqueness of their address but wishing to benefit from the support from a world-class partner. “
With the creation of Handwritten Collection, Accor is expanding its portfolio of brands and its offer of midscale hotels, and seeks to replicate the success achieved, in a different segment, by the group’s other collection brands. These include MGallery Hotel Collection, a selection of high-end establishments steeped in history, which now includes more than 100 hotels around the world, or the Emblems Collection, Accor’s first luxury collection brand, a collection of hotels sorted by the shutter, emblematic of their destination, their creator or their place in history. Deploying a similar tailor-made approach, Handwritten Collection will bring together hotels with their own personality, reflecting all the character and warmth of the hospitality of the hoteliers who bring them to life on a daily basis. The personal touches provided by each of these hoteliers will be discreetly integrated throughout the customer journey. Friendly reception, small talk, freshly baked snacks… every hotel or stay will be different.
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