Accor launches midscale soft brand to appeal to independent hotels

Hospitality group Accor has launched its latest brand, Handwritten Collection, with 12 signings already secured.

The group said it had more than 110 leads globally to join the brand, which it described as “charming bespoke hotels that offer an intimate and stylish hospitality experience”.

Handwritten Collection properties opening over the coming months will include Hotel Shanghai Sheshan Oriental in China; Le Saint Gervais Hotel & Spa and Le Splendid Hotel Lac d'Annecy (pictured) in France; and Wonil Hotel Perth and Hotel Morris in Sydney, both in Australia.

Additional hotels will include Hotel Les Capitouls Toulouse Centre, Paris Montmartre Sacré Coeur and Square Lodge Hotel La Roche sur Yon in France; Oru Hub hotel in Tallinn, Estonia; Sunrise Premium Resort in Hoi An, Vietnam; as well as properties in Bucharest, Romania and Madrid, Spain.

A spokesperson for Accor said they were unable to confirm any plans for the UK but that it would be a key focus area for future growth and development.

The Handwritten Collection is expected to reach more than 250 hotels by 2030.

Alex Schellenberger, chief marketing officer across Accor’s premium, midscale and economy brands, said: "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 brand will add a midscale soft brand to Accor’s portfolio, which also includes MGallery Hotel Collection in the upper upscale segment and Emblems Collection, Accor’s first luxury collection brand.

With a current conversion rate of 80%, the bulk of properties joining Handwritten Collection will be conversion projects rather than new builds, and Accor said brand standards would be “flexible, light and easy to attain”.

Camil Yazbeck, global chief development officer across Accor’s premium, midscale and economy brands, 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.

“Handwritten Collection offers [independent hotels] 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.”