Another day, another hotel collection, this one from Accor, whose
mid-scale Handwritten Collection hotels will offer the qualities of
handwritten love letters of former times: passion, intimacy, charm and
With a target of 250 Handwritten Collection hotels globally by 2030,
12 signings confirmed and more than 100 in the pipeline, Accor expects
the new brand to gain momentum quickly by appealing to independent and
boutique hotel owners whose passion for their properties creates an
instant rapport between host and guest.
No two hotels – most will be conversions rather than new builds –
will be the same, but Accor says guests will recognise a common theme:
the character and personality of the owner.
“The manner in which each host interacts with their guests brings to
life their own personal passions,” said Caroline Bénard, global SVP
economy and midscale brands, Accor.
“Whether in a social setting, the privacy of a guest’s room, or
anywhere in the hotel, there will be moments of storytelling and
engagement that create a genuine connection.”
Camil Yazbeck, global chief development officer, premium, midscale,
economy, Accor, said the company had to shift its way of thinking when
working on the new concept. It took 18 months to settle on a brand that,
Accor says, will be a little quirky and reflect the neighbourhood in
which each hotel is located.
Yazbeck said Accor spends a lot of time discussing future trends to
create long-lasting brands. The Handwritten Collection, he added, would
leverage the desire by millennials to favour experiences over other
products when spending on travel.
The first Handwritten Collection hotels to open in the coming months
will be in China, France, Australia, Estonia and Vietnam, with
properties in Romania and Spain to follow. City locations as well as top
leisure locations will be the focus for the brand’s expansion.
The Handwritten Collection joins Accor ‘Collections’ in other
segments – MGallery Hotel Collection and the luxury Emblems Collection.