Accor’s Handwritten Collection gathers pace amid high demand for soft brands

by Ruth Hogan

Accor’s midscale collection brand Handwritten Collection is gaining momentum with around 25 hotels set to open in 2024 and beyond, and over 150 projects and leads in the works.

First launched in January 2023, Handwritten Collection has opened 12 hotels – spanning Australia, China, Europe, Singapore and Thailand – in the last 12 months.

A collection of small to mid-size hotels that reflect the character of the people who run them, Handwritten Collection is becoming one of the fastest-growing midscale collection brands in the world, according to Accor.

“Much like a handwritten note, the signature style of each host at a Handwritten Collection hotel is what guests remember and what really sets the brand apart,” said Accor Global SVP Midscale Brands, James Wheatcroft.

“This resonates strongly with travellers who are eager to experience their destinations more fully. Handwritten Collection taps into a growing desire for unique hotels with charm and personality, while delivering the assurance of Accor’s high standards of hospitality and globally renowned membership benefits.”

Accor’s Global Chief Development Officer, Premium, Midscale and Economy, Camil Yazbeck, said it has been pleasing to see such a positive response to the brand.

“We designed Handwritten Collection to support the growing number of independent hotels in the midscale segment who are keen to leverage the powerful benefits of a leading global hotel group, while retaining the unique character they have curated,” he said.

“We are very pleased with the extremely positive response to Handwritten Collection from owners and partners in our first year, and we look forward to exploring many more new opportunities for Handwritten Collection across global markets, with high expectations for a fresh round of hotel signings in 2024.”