PARIS — Accor has introduced its Handwritten Collection, a global portfolio of charming bespoke hotels that offer an intimate and stylish hospitality experience. Accor already has more than 110 Handwritten leads globally totalling more than 11,500 rooms, including 12 secured signings, with five properties expected to debut throughout the first trimester of 2023.
The Handwritten Collection is designed with the needs of independent hotel owners in mind. With a current conversion rate of 80 per cent, 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. Additionally, 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 benefitting from the group’s environmental, social and governance (ESG) capabilities.
Handwritten Collection properties opening this year include Hotel Shanghai Sheshan Oriental, Handwritten Collection in Shanghai, China; Le Saint Gervais Hotel & Spa, Handwritten Collection in Saint Gervais, France; Sunrise Premium Resort, Handwritten Collection in Hoi An, Vietnam and many more.
“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,” says Alex Schellenberger, Chief Marketing Officer, Premium Midscale, Economy Brands, Accor. “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.”
“In 2022, Accor signed on average globally more than 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,” says Camil Yazbeck, Global Chief Development Officer, Premium, Midscale, Economy, Accor. “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.”
By 2030, Accor aims to have more than 250 properties as part of the Handwritten Collection.