Accor launches new brand

Le Saint Gervais Hotel & Spa, France.

© photo provided

Le Saint Gervais Hotel & Spa, France.

© photo provided Accor launches new brand The hospitality group plans to expand its new Handwritten Collection throughout 2023.g

Accor has announced a new hotel brand: Handwritten Collection, a network of “bespoke hotels”, is an addition to the global portfolio of the hospitality group. Hotels of the new brand will offer an “intimate and stylish hospitality experience”, Accor say, with 110 Handwritten venues globally, totaling more than 11,500 rooms, including 12 secured signings, with five properties expected to debut throughout the first trimester of 2023.

Handwritten Collection properties opening over the next several months include hotels in China, France, and Australia, with the brand portfolio expected to reach more than 250 hotels by 2030.

Accor wants to support the growing number of independent and boutique hotel owners looking to boost their global profile, said Alex Schellenberger, Chief Marketing Officer for premium, midscale and economy brands at Accor. The new brand has been 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.

Examples for hotels of the new brand

  • Hotel Shanghai Sheshan Oriental, Shanghai, China, opened last week as a Handwritten Collection hotel (January 19, 2023): the venue has over 124,000 square meters of landscaped gardens, including an outdoor beach pool.
  • Le Saint Gervais Hotel & Spa, Saint Gervais, France (opened recently): this hotel wants to combine the spirit of the art nouveau movement with contemporary tastes. 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.
  • Wonil Hotel Perth, Perth, Australia; opens early February 2023: located on the banks of Swan River next to Kings Park, the hotel offers a chic modern setting.
  • Hotel Morris, Sydney, Australia; opens February 2023: housed within an Italian Renaissance-styled building, the 82-bed Hotel Morris will reopen after a major restoration.

Accor consists of 5,300 properties and 10,000 food and beverage venues throughout 110 countries. Last year, Accor signed on average, globally, more than one hotel per day and opened nearly one hotel per day.