French hotel group Accor has launched the Handwritten Collection, a global portfolio of independent hotels in the midscale segment, and its third "collection" brand.
The latest collection will be founded on hotel conversions rather than new builds, focusing on “bespoke” and “intimate” hotels where the personality of local hoteliers brings “a personalised energy” to the guest experience.
The portfolio currently includes 12 secured signings, with five properties expected to open in the first quarter of 2023, and another 110 hotels currently in negotiations to join the Handwritten Collection.
Le Saint Gervais Hotel & Spa in Saint Gervais, France and Hotel Shanghai Sheshan Oriental, China both opened on 19 January and will soon be joined by Wonil Hotel Perth and Hotel Morris in Sydney, Australia, opening in February, and Le Splendid Hotel Lac d'Annecy, opening in Annecy, France in April.
Additional properties in France, Estonia, Romania and Spain are also set to open in 2024, with the global portfolio expected to reach more than 250 hotels by 2030.
Alex Schellenberger, Accor’s chief marketing officer, premium, midscale, economy brands, said the Handwritten Collection aims 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”.
According to the hotel group, the collection brand will look to “replicate the success” of the MGallery Hotel Collection, which has more than 100 boutique properties in the upper upscale brand segment and the Emblems Collection, Accor’s first luxury collection brand, which was launched in 2021.
Tapping into the independent hotel sector has become more important strategy for the major hotel companies in recent years – Accor said that collection brand hotels were growing at a rate of 25 per cent per year globally.
“Driving this expansion is rising demand from independent hoteliers seeking to leverage the benefits of an international and leading hotel group, such as Accor, while responding to a growing guest desire for authenticity and local experiences,” added the company in a statement.
Earlier this month, Accor reorganised its executive leadership roles as part of a move to create two business divisions: “Premium, Midscale & Economy” and “Luxury & Lifestyle”.