Handwritten Collection: A Year of Success and Expansion into 2024

January 2024 marks a significant milestone for Handwritten Collection, Accor's midscale brand, as it celebrates its first anniversary. Launched with the vision of showcasing small to mid-size hotels that embody the genuine character and warmth of their stewards, Handwritten Collection has experienced a remarkable journey since its inception in January 2023.

According to breakingtravelnews, in just twelve months, this brand has successfully opened 12 hotels, demonstrating a strong commitment to growth and diversity in the hospitality sector. Looking ahead, Handwritten Collection is poised to open around 25 new properties in 2024 and beyond, solidifying its position as one of the fastest-growing midscale collection brands worldwide.

A Unique Approach to Hospitality

Handwritten Collection distinguishes itself through its unique approach to hospitality. James Wheatcroft, Global SVP Midscale Brands at Accor, draws a parallel between the brand and a handwritten note, emphasizing the memorable personal touch each host brings to their property. This resonates deeply with travelers seeking more authentic and immersive experiences in their destinations. The brand’s philosophy centers on tapping into the desire for hotels that offer charm and personality, backed by Accor’s renowned standards of hospitality and membership benefits.

Personal Touches Define the Guest Experience

At the heart of the Handwritten Collection experience are the hoteliers, or hosts, who infuse their properties with personal touches reflecting their tastes, interests, and unique quirks. Whether it's a culinary specialty, a special cocktail, a distinctive design element, or the presence of a friendly pet, these aspects create memorable moments for guests, elevating their stay beyond the conventional hotel experience.

Growth Supported by Global Demand

The global demand for unique, character-rich hotels in the midscale segment has been a driving force behind Handwritten Collection's rapid expansion. Camil Yazbeck, Global Chief Development Officer for Premium, Midscale & Economy at Accor, highlights the brand’s role in supporting independent hotels eager to leverage the benefits of a global hotel group while maintaining their distinctive identity. The positive response from owners and partners in the first year has set the stage for further growth and new opportunities in various global markets, with high expectations for new hotel signings in 2024.

Looking Forward: The Future of Handwritten Collection

With a growth rate of 25% per year, collection brand hotels are among the fastest-growing in the industry. This trend underscores Handwritten Collection's ambitious growth plan and its success in attracting a diverse range of properties. The brand’s existing portfolio, with properties in locations like Australia, France, and China, reflects its global appeal. As part of Accor, Handwritten Collection offers guests access to ALL - Accor Live Limitless, enhancing their travel experiences with a variety of rewards and services.

In summary, Handwritten Collection’s first year has been marked by significant achievements and expansion plans that signal a bright future. Its unique approach to hospitality, focusing on personal touches and authentic experiences, sets it apart in the midscale hotel segment and resonates with the modern traveler’s desires. As the brand continues to grow, it promises to offer more unique, memorable travel experiences to guests around the world.