Accor to unveil Sydney & Perth hotels through new global brand

Accor to unveil Sydney & Perth hotels through new global brand
By James Harrison


Accor has announced a new addition to the Group’s network of brands: Handwritten Collection, a global portfolio of bespoke hotels.

Accor already has over 110 Handwritten leads globally totalling 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;
  • Le Splendid Hotel Lac d’Annecy, Handwritten Collection in Annecy, France.

Hotel Morris, Handwritten Collection (CNW Group/Accor)

Additional properties will open throughout the remainder of the year and beyond, include:

  • 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;
  • 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,” Alex Schellenberger, chief marketing officer, premium, midscale, economy brands, Accor, 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 hotels we will feature in Handwritten Collection are those sought out by travellers who appreciate heart-warming 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.”

The new collection has independent hoteliers in mind, with a focus on conversions rather than new builds. Handwritten Collection aims to showcase the individuality of each property, while building towards sustainable growth within the brand.

“The manner in which each host interacts with their guests is thoughtfully considered and brings to life their own personal passions,” Caroline Bénard, global SVP economy & midscale brands, Accor, said.

“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.”

Featured Image: Hotel Morris, Sydney, Handwritten Collection.

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