Accor unveils new bespoke brand

Accor unveils bespoke brand
The Wonil Hotel in Perth will convert to a Handwritten Collection hotel this year.

Accor has expanded its midscale offer, revealing its newest bespoke brand with five properties likely to open early this year.

The international hotel business has secured 12 signings for the Handwritten Collection already. Global locations include Bucharest, Hoi An, Madrid, Paris and Shanghai. Two Australian hotels are set to open in the next few months: Wonil Hotel Perth and Hotel Morris in Sydney. 

Alex Schellenberger, chief marketing officer, Premium, Midscale, Economy Brands, Accor, said the hotels will offer a unique twist on hospitality.

“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.”

Accor unveils bespoke brand to appeal to independent hoteliers

Accor has an 80 per cent hotel conversion rate and aims to continue this success with the Handwritten Collection. Independent hoteliers benefit from Accor’s sales, distribution and loyalty platforms, and the group’s environmental, social, and governance (ESG) capabilities.

Camil Yazbeck, global chief development officer, Premium, Midscale, Economy, Accor, said the group’s global average in 2022 was signing one hotel per day, and opening a hotel almost daily.

“We aim to continue this growth by anticipating the needs of our guests and aligning with the investment criteria of our partners and owners,” he said.

More than 110 properties and 11,500 rooms are in negotiation to become part of Handwritten Collection. The company goal is to have more than 250 properties by 2030.

The Accor group has 5,300 properties and 10,000 food and beverage venues across 110 countries. Its portfolio includes 40 luxury, premium, midscale and economy hotel brands, hospitality venues, branded private residences, shared accommodation properties, concierge services and coworking spaces. 

Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity and inclusivity.