Accor Launches Midscale Collection Brand – Handwritten Collection

Accor has deemed that 43 hotel brands are not enough and that they need an additional collection softbrand, targeting the midscale segment.

Last year, Accor launched the Embels luxury collection brand, and then there is MGallery for the premium segment.

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Accor’s Current Brands:

Accor Brand Portfolio:

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First Handwritten Collection Hotels:

Accor’s Press Release:

Accor introduces Handwritten Collection – a global portfolio of hotels curated with passion

THE NEW BRAND LAUNCHES WITH AN IMMEDIATE FOOTPRINT OF 12 COMMITTED HOTELS AROUND THE WORLD; PROPERTIES WILL CONNECT GUESTS WITH THE CHARM, CHARACTER, AND WARMTH OF THEIR HOTELIERS

PARIS, January 19, 2023 - Accor, a world leading hospitality group, today announced an exciting new addition to the Group’s unparalleled network of brands: Handwritten Collection, a global portfolio of charming bespoke hotels that offer an intimate and stylish hospitality experience.  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.

Handwritten Collection properties opening over the next several months include Hotel Shanghai Sheshan Oriental, Handwritten Collection in Shanghai, China; Le Saint Gervais Hotel & Spa, Handwritten Collection in Saint Gervais, France; Wonil Hotel Perth, Handwritten Collection in Perth, Australia; Hotel Morris, Handwritten Collection in Sydney, Australia; and Le Splendid Hotel Lac d’Annecy, Handwritten Collection in Annecy, France. Additional properties will open throughout the remainder of the year and beyond, including Hotel Les Capitouls Toulouse Centre, France; Oru Hub Hotel, Handwritten Collection in Tallinn, Estonia; Square Lodge Hotel La Roche sur Yon, Handwritten Collection in La Roche-sur-Yon, France; Sunrise Premium Resort, Handwritten Collection in Hoi An, Vietnam; Paris Montmartre Sacré Coeur*, Handwritten Collection in Paris, France as well as properties in Bucharest, Romania and Madrid, Spain. The Handwritten Collection portfolio is expected to reach more than 250 hotels by 2030.

“Handwritten Collection enriches Accor’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. “The hotels we will feature 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.”

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

A Host with Passion

Handwritten Collection offers a variety of hotels that are so distinct, it’s as if each local hotelier were inviting guests into their charming and stylish homes. The guest experience at Handwritten Collection brings to life the spirit of the host: their tastes, their passions and the little quirks of their personality. Each local hotelier provides a charming presence that weaves their character and personality into the fabric of their hotel, engaging guests with local wisdom and delightful conversation, bringing a personalized energy to the guest experience.

“The manner in which each host interacts with their guests is thoughtfully considered and brings to life their own personal passions,” added Caroline Bénard, Global SVP Economy & Midscale Brands, Accor. “Whether in a social setting or the privacy of a guest’s room, there will be moments of storytelling and engagement that create a genuine connection. This rapport between host and guest contributes to a more meaningful and memorable stay experience.’

Designed for Independent Hoteliers

The Handwritten Collection is also designed with the needs of independent hotel owners in mind. With a current conversion rate of 80%, the bulk of properties joining Handwritten Collection will be conversion projects rather than new builds, requiring a simpler transition and ramp up process and a more sustainable growth and development model. The brand’s standards are designed to be flexible, light, and easy to attain. Moreover, Handwritten Collection provides direct ROI and the opportunity for owners to maximize revenue with immediate access to the power and reach of Accor’s sales, distribution and loyalty platforms, while also benefiting from the Group’s environmental, social, and governance (ESG) capabilities.

“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 by anticipating the needs of our guests and aligning with the investment criteria of our partners and owners. Independent hotels are increasingly seeking the strength of Accor’s powerful sales, distribution and loyalty platform to increase their revenue and assist them in optimizing their costs, whilst retaining their own distinctive personality and offering a highly qualitative product, service and experience. Handwritten Collection offers them 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.”  said Camil Yazbeck, Global Chief Development Officer, Premium, Midscale, Economy, Accor.

What Accor Has Released Developers:

Accor’s Collection Brands Meet a Growing Desire for Authenticity and Personal Experiences

The Group diversifies its portfolio of collection brands to launch Handwritten Collection: hotels with unique personalities that reflect the passions of their owners.

A key part of Accor’s growth and development strategy is to expand the Group’s strongest categories, which includes collection brands. With one of the highest growth rates in the industry today, collection brand hotels are proliferating around the world at a rate of 25% a year*. 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.

Accor is responding to this demand with a new collection brand in the midscale segment – Handwritten Collection – diversifying our offering that already includes MGallery in the upper upscale space and Emblems Collection in the luxury category. The newly launched Handwritten Collection brand increases Accor’s “collection portfolio” to 3 global brands across 3 distinct segments.

Collection Brands: Meeting the Needs of Independent Hoteliers

AGNÈS ROQUEFORTChief Development Officer, Luxury & Lifestyle, Accor

Our collection brands allow the original character of each hotel to shine, with flexible standards designed to answer the needs of independent boutique hotel owners and enhance the guest experience with a few light brand attributes while benefiting from the power of the commercial and loyalty platform of Accor.

Designed with the needs of independent and boutique hotel owners in mind, each property within an Accor collection brand must meet certain standards and criteria, such as being well-located, providing certain amenities, comforts, and safety features, and a compelling guest experience. Overall, the hotelier’s vision is respected which is paramount, with the original character of the hotel continuing to shine. Moreover, by joining one of our collection brands, hotels experience direct return on investment and the opportunity to maximize revenue with immediate access to the power of Accor’s sales, distribution and loyalty platforms.

Among its collection brands, Accor’s first aim is to prioritize the conversion of existing buildings, rather than embarking on construction or new builds. This supports the Group’s environmental, social and governance (ESG) commitments and our sustainable hospitality model.

Our Newest Midscale Brand: Handwritten Collection

CAMIL YAZBECKChief Development Officer, Premium, Midscale, & Economy Brands, Accor

The hotels of Handwritten Collection offer heartwarming travel experiences and a twist on traditional hospitality, where the personalities and passions of the hotelier are uniquely woven throughout the guest journey and the hotel itself is connected to the local neighborhood. For independent owners, Handwritten Collection offers the best of both worlds – the opportunity to stay unique, whilst gaining immediate access to Accor 360° Solutions, a powerful range of specialized offerings to help boost revenue, optimize costs and maximize ROI. We look forward to working with owners and partners around the world to welcome their one-of-a-kind hotels into this outstanding collection.

Handwritten Collection was created to bring together quality independent hotels with unique personalities, reflecting the characters of the people who love and look after them. Like an invitation into a charming and stylish home, each Handwritten Collection hotel features a cozy feel and a chic design. Like a handwritten note, each hotel features small gestures that foster authentic and meaningful connections with guests. From a warm welcome, to freshly baked treats, no two hotels or stays are alike.

Handwritten Collection offers an attractive proposition for owners looking to retain their hotel name and the characteristics that have made them successful, providing the option for a franchise contract and a flexible and cost-effective level of investment.  On a global growth and development level, Accor currently has 110 properties and 11,500 rooms in negotiation to become part of Handwritten Collection, including 12 hotels committed already and 5 properties due to open this year. The Handwritten Collection portfolio is expected to reach more than 250 hotels by 2030.

Conclusion

Autograph Collection (Marriott), Luxury Collection (Marriott), Tribute Portfolio (Marriott), Unbound Collection (Hyatt), LXR (Hilton), Curio Collection (Hilton), Tapestry Collection (Hilton), Vignette Collection (IHG), MGallery (Accor), and Emblems Collection (Accor) are few of the collection soft brands in top of my mind.

I am sure it is fun to develop new brands and concepts at the corporate level, but is there really a need in the market for another collection brand?

Does Accor need 44 brands when they are not able to clearly define and police their current brands when it comes to service delivery and brand standards?