Handwritten Collection – a new soft brand by Accor

Accor is actively seeking new properties to become part of its portfolio in popular tourist destinations worldwide. The Handwritten Collection aims to feature unique properties with distinct identities that reflect the character of local hoteliers who own and operate them.

"With over 110 properties and 11,500 rooms in negotiation to become part of the Handwritten Collection, including twelve hotels already engaged, our goal is to have over 250 properties by 2030," said Camil Yazbeck, Global Head of Development at Accor.

The brand was designed with independent hotel owners in mind, boasting an 80% conversion rate. The brand standards are flexible, and Accor promotes its sales, distribution, and loyalty platforms. Most properties joining the Handwritten Collection will be renovation projects rather than new constructions, requiring simpler conversion and a more sustainable model of growth and development.

"Our goal, besides providing truly authentic experiences for guests, is to support the growing number of independent and boutique hotel owners who want to increase their global profile, connect with a larger audience, and boost revenue without losing their identity," said Alex Schellenberger, Director of Marketing for Premium, Midscale, and Economy Brands at Accor.

Accor is expanding its brand portfolio by introducing the Handwritten Collection to the market and aims to replicate the success of other collection brands, such as the premium-class MGallery Hotel Collection and the mid-range luxury Emblems Collection.

The Handwritten Collection will debut in the following hotels: Hotel Shanghai Sheshan Oriental, Handwritten Collection, Shanghai, China (opened on January 19, 2023); Le Saint Gervais Hotel & Spa, Handwritten Collection, Saint Gervais, France (opened on January 19, 2023); Wonil Hotel Perth, Handwritten Collection, Perth, Australia; Hotel Morris, Handwritten Collection, Sydney, Australia; Le Splendid Hotel Lac d'Annecy, Handwritten Collection, Annecy, France; Hotel Les Capitouls Toulouse Centre, Handwritten Collection, Toulouse, France; Oru Hub Hotel, Handwritten Collection, Tallinn, Estonia; Paris Montmartre Sacré Coeur, Handwritten Collection, Paris, France.

Accor's competitors have also expanded their collections of independent soft-brand hotels in recent years. IHG introduced the Vignette Collection in 2021, Hyatt is developing its JdV by Hyatt brand, Marriott has Tribute Portfolio, Design Hotels, Luxury Collection, and Autograph Collection, and Hilton has Curio and Tapestry Collection.