January 20, 2023 | By Bronwen Largier

Accor has launched a new midscale brand, with hotels in Perth and Sydney set to open under it next month.

The 66-room Wonil Hotel Perth, owned by one of Australia’s richest people, Andrew Forrest, and the 82-room Hotel Morris in Sydney’s CBD will both open in February under the Handwritten Collection.

Other hotels to open under the brand in first four months of the year include two properties in France and one in China.

“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,” said Alex Schellenberger, chief marketing officer for Accor’s premium, midscale and economy brands.

“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 Handwritten Collection has been developed for independent hoteliers, with a focus on conversions rather than new builds. The model to be adopted for the brand has a simpler transition and ramp up process and a more sustainable growth and development model.

With the pandemic doing little to dampen the hotel scene, Accor’s latest brand is a response to the way the hotel group sees the market developing.

“In 2022, Accor signed on average globally more than one hotel per day and opened nearly one hotel per day,” said Camil Yazbeck, global chief development officer for Accor’s premium, midscale and economy brands.

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

“Independent hotels are increasingly seeking the strength of Accor’s powerful sales, distribution and loyalty platform to increase their revenue and assist them in optimising their costs, whilst retaining their own distinctive personality and offering a highly qualitative product, service and experience.

“Handwritten Collection offers them an ideal solution, providing the option for a franchise contract and a flexible and cost-effective level of investment.

“We look forward to working collaboratively with owners and partners and welcoming additional hotels from around the world into this outstanding collection.

“With over 110 properties and 11,500 rooms in negotiation to become part of Handwritten Collection, including 12 hotels committed already, we aim to have over 250 properties by 2030.”