The Group diversifies its portfolio of collection brands to launch Handwritten Collection: hotels with unique personalities that reflect the passions of their owners.
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
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.
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
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 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.
Upper Upscale Boutique Hotels with Stories to Tell: MGallery
A Celebration of Uniquely Charismatic Luxury Hotels: Emblems Collection
Handpicked location, intimate feel and mesmerizing allure: This is Emblems. The most exclusive collection of singular independent hotels. Together with our luxury experts, we design bespoke storytellings to attach a unique emotion to each destination.
*Source: Company publications Collection Brands of top 15 international hotel groups