Accor launches Handwritten Collection, two charming Australian properties to open soon
Curated with passion: The new midscale brand was introduced with a footprint of 12 committed hotels around the world
Accor has announced an exciting new addition to the Group’s unparalleled network of brands: Handwritten Collection, a global portfolio of charming bespoke hotels that offer an intimate and stylish hospitality experience.
Accor already has over 110 Handwritten leads globally totaling more than 11,500 rooms, including 12 secured signings, with five properties expected to debut throughout the first trimester of 2023. The new brand launches with an immediate footprint of 12 committed hotels around the world; properties will connect guests with the charm, character and warmth of their hoteliers.
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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.”
With the creation of Handwritten Collection, Accor is broadening its brand portfolio and midscale hotel offerings and will look to replicate the success it has achieved with the Group’s other collection brands across other segments.
This includes the MGallery Hotel Collection, a storied portfolio in the upper upscale brand segment that now counts more than 100 boutique hotels worldwide and Emblems Collection, Accor’s first luxury collection brand, a carefully curated selection of distinctive hotels that are emblematic of their destination, designer or place in history. With a similar bespoke approach, Handwritten Collection will bring together hotels with individual personalities, intimately reflecting the character and warmth of the people who love and look after them. Like a handwritten note, each host’s individual touches will be subtly encountered at select moments throughout the guest journey. From a warm welcome that cascades into conversation, to freshly baked treats that have guests sneaking seconds into their pockets, no two hotels or stays will be the same.
A Host with Passion
Handwritten Collection offers a variety of hotels that are so distinct, it’s as if each local hotelier were inviting guests into their charming and stylish homes. The guest experience at Handwritten Collection brings to life the spirit of the host: their tastes, their passions, and the little quirks of their personality. Each local hotelier provides a charming presence that weaves their character and personality into the fabric of their hotel, engaging guests with local wisdom and delightful conversation, bringing personalized energy to the guest experience.
Caroline Bénard, Global SVP Economy & Midscale Brands, Accor said: “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.”
Designed for Independent Hoteliers
The Handwritten Collection is also designed with the needs of independent hotel owners in mind. With a current conversion rate of 80 percent, 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 maximise 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 said: “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 optimizing 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 12 hotels committed already, we aim to have over 250 properties by 2030.”
Handwritten Collection Properties opening in Australia
Wonil Hotel Perth, Handwritten Collection, Perth, Australia: Opening February 2023
Located on the bank of Swan River next to Kings Park and just minutes from Perth’s central business district, Wonil Hotel offers a chic modern setting. Guests will enjoy this stylish home base from which to explore a vibrant city known for its endless sunshine and pristine beaches.
Hotel Morris, Handwritten Collection, Sydney, Australia: Opening February 2023
Housed within a striking Italian Renaissance-styled building, the 82-bed Hotel Morris reopens as part of the Handwritten Collection after a major restoration, intertwining European elegance with Australian character, honoring the hotel’s historic roots.
Notable Handwritten Collection Properties open
Hotel Shanghai Sheshan Oriental, Handwritten Collection, Shanghai, China: Opened 19 January 2023
Close to Sheshan National Park, Hotel Shanghai Sheshan Oriental has over 124,000 square metres of landscaped gardens, including an outdoor beach pool for an unforgettable urban resort experience. Opening as the first Handwritten Collection hotel, the property offers a dedicated service team to set up and manage tea breaks and create bespoke dining experiences for guests.
Le Saint Gervais Hotel & Spa, Handwritten Collection, Saint Gervais, France: Opened 19 January 2023
Designed as a chic and arty holiday home, Le Saint Gervais Hotel & Spa combines the spirit of the art nouveau movement with contemporary tastes, bringing to life the beauty of a historic home. Ottoman culture will also come to life throughout the guest experience in elements such as a library corner, Turkish coffee and herbal tea infusions available in the spa.
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