Accor introduces Handwritten Collection
Handwritten Collection, Madrid, Spain
Hotel Morris, Sydney, Australia
Oru, Tallinn, Estonia
Saint Gervais Hotel and Spa, Saint Gervais-les-Bains, France
Splendid Hotel, Annecy, France
Hospitality group Accor Hotels announced the launch of a new hotel collection this week, designed to return a more personal kind of stay to the travel experience.
The group’s Handwritten Collection will feature a curated portfolio of intimate bespoke independent hotels worldwide, designed to connect guests with their charm, character — and even quirks — and those of their hoteliers, embracing individuality in a response to a growing trend for authenticity in travel experiences.
With 12 properties secured already, the first five Handwritten hotels will debut during the first half of 2023 including the Le Saint Gervais Hotel & Spa and Le Splendid Hotel Lac d'Annecy in France and Wonil Hotel, Perth and the Hotel Morris in Sydney Australia — with hotels in Estonia, Vietnam, Romania and Spain set to join them later in the year. In total, The Handwritten Collection portfolio is expected to reach more than 250 hotels by 2030.
The creation of this collection comes in the wake of other successful collection brands by Accor including the Emblems Collection, the group’s first, offering a curated selection of distinctive luxury hotels that are emblematic of their destination, designer or place in history.
Uniquely, this latest collection aims to serve both travelers looking for a twist on traditional hospitality as well as support the needs of independent hotel owners themselves, still feeling some of the aftershocks of the pandemic on the travel industry.
For Camil Yazbeck, Global Chief Development Officer, the collection platform offers a powerful collaboration between extraordinary small properties with unique characters and the might of a global brand that can offer valuable visibility, marketing and booking support. “Independent hotels are increasingly seeking the strength of Accor’s powerful sales, distribution and loyalty platform to increase their revenue and assist them in optimising their costs, while retaining their own distinctive personality. Handwritten Collection offers them an ideal solution, providing the option for a franchise contract and a flexible, cost-effective level of investment.”
Accor Chief Marketing Officer, Alex Schellenberger adds"…[this] curated selection of hotels exhibits 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.”
And that identity extends to the character and warmth of the people who love and look after the properties themselves. Hosts are key to the Handwritten Collection, each carefully picked local hotelier weaving their character and personality into the fabric of their property and bringing a personalised and unique energy to the guest experience.
“The manner in which each host interacts with their guests is thoughtfully considered and brings to life their own personal passions,” says Caroline Bénard, Global SVP Economy & Midscale Brands, Accor. “This rapport between host and guest contributes to a more meaningful and memorable stay experience.”