Accor Introduces Midscale ‘Handwritten Collection’ Hotel Brand

Square Lodge Hotel La Roche sur Yon, Handwritten Collection in La Roche-sur-Yon, France.

Accor, a world leading hospitality group, on Thursday announced the addition of the midscale “Handwritten Collection”, a global portfolio of bespoke hotels, to its network of brands.

The Handwritten Collection aims to enrich the group’s offering in the ‘collection brands’ segment with a curated selection of hotels that exhibit “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,” said Alex Schellenberger, Chief Marketing Officer, Premium, Midscale, Economy Brands, Accor.

Le Saint Gervais Hotel & Spa, Handwritten Collection in Saint Gervais, France.

According to Schellenberger, the hotels Accor features in Handwritten Collection are those “sought out by travelers who appreciate heartwarming travel experiences and a twist on traditional hospitality, as well as by hoteliers who cherish the unique personality of their properties while desiring the benefits that come with a leading global partner”.

Midscale hotel offering

With the creation of Handwritten Collection, Accor is broadening its brand portfolio and midscale hotel offerings and will look to replicate the success it has achieved with the group’s other collection brands across other segments. This includes the MGallery Hotel Collection, a storied portfolio in the upper upscale brand segment that now counts more than 100 boutique hotels worldwide and Emblems Collection, Accor’s first luxury collection brand, a carefully curated selection of distinctive hotels that are emblematic of their destination, designer or place in history.

Hotels with individual personalities

Hotel Shanghai Sheshan Oriental, Handwritten Collection in Shanghai, China.

With a similar bespoke approach, according to Accor, Handwritten Collection will bring together hotels with individual personalities, intimately reflecting the character and warmth of the people who love and look after them.

The guest experience at Handwritten Collection will bring to life the spirit of the host: their tastes, their passions and the little quirks of their personality.

“Like a handwritten note, each host’s individual touches will be subtly encountered at select moments throughout the guest journey. From a warm welcome that cascades into conversation, to freshly baked treats that have guests sneaking seconds into their pockets, no two hotels or stays will be the same.”

Hotel Morris, Handwritten Collection in Sydney, Australia.

Accor already has over 110 Handwritten leads globally totaling more than 11,500 rooms, including 12 secured signings, with five properties expected to debut throughout the first trimester of 2023.

With a plan to grow the collection to 250 properties by 2030, Accor is actively seeking new properties to be part of Handwritten Collection in popular travel destinations across the globe.