Accor Introduces New Brand Called Handwritten Collection

On Thursday, another major hotel company announced plans to build a new brand, this time Accor with its new Handwritten Collection of hotels.

Accor calls the brand “a global portfolio of charming bespoke hotels that offer an intimate and stylish hospitality experience.” The heart of the collection is independent properties that offer one-of-a-kind concepts and a twist on traditional hospitality—hotels with “personalities” that are unique and sought out by the most discerning travelers, it said.

The Handwritten Collection is a midscale brand, sitting below Accor’s MGallery Hotel Collection (upper upscale) and Emblems Collection (luxury).

“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,” said Alex Schellenberger, Chief Marketing Officer, Premium, Midscale, Economy Brands, Accor.

“The hotels we will feature in Handwritten Collection are those sought out by travelers 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.”

The collection will be made up of smaller, independent hotels that Accor is adding to its portfolio through conversions rather than new builds—it will start out with 12 hotels with another seven expected to open in the first three months of 2023. There are another 110 properties and 11,500 rooms in negotiation to become part of the Handwritten Collection, and Accor aims to have over 250 properties in the brand by 2030. 

A big part of the collection will be building connections with guests—each of the properties will feature a local hotelier who serves as a host, inviting guests into their homes, and making personal connections.

“The manner in which each host interacts with their guests is thoughtfully considered and brings to life their own personal passions,” said Caroline Bénard, Global SVP Economy & Midscale Brands, Accor.

“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.”

Some of the hotels in the new collection include:

• Hotel Shanghai Sheshan Oriental, Handwritten Collection, Shanghai, China – Opening 19 January 2023.
• Le Saint Gervais Hotel & Spa, Handwritten Collection, Saint Gervais, France – Opening 19 January 2023.
• Wonil Hotel Perth, Handwritten Collection, Perth, Australia – Opening in February 2023.
• Hotel Morris, Handwritten Collection, Sydney, Australia – Opening in February 2023.
• Le Splendid Hotel Lac d’Annecy, Handwritten Collection, Annecy, France – Opening in April 2023.
• Hotel Les Capitouls Toulouse Centre, Handwritten Collection, Toulouse, France – Opening May 2023.
• Oru Hub Hotel, Handwritten Collection, Tallinn, Estonia – Opening in May 2023.
• Paris Montmartre Sacré Coeur*, Handwritten Collection, Paris, France – Opening in Spring 2024.