- Handwritten Collection, the charming brand launched by Accor in 2023, reaches its 50th hotel and now covers 20 countries.
- More than 50 additional properties are already in the group’s pipeline.
- Recent openings: Vienna (Rathauspark), Shanghai Hongqiao, and Château de Mazan in Provence.
- Upcoming: Interlaken, the first steps in the United Kingdom (The Queen at Chester) and the United States (Treasure Island, Las Vegas).
In just three years, Accor has transformed an intuition into a global network. Launched in 2023, the Handwritten Collection has just crossed the symbolic threshold of 50 hotels, spread across 20 countries. The concept? To bring together independent properties with strong character, where the essence of the place and the host’s personality take precedence over standardization. An approach that breaks with the codes of major chains and, evidently, finds its audience.
Far from being a mere announcement, this 50th establishment confirms a fundamental shift in the hotel industry: the rise of so-called “collection” brands, designed to unite unique hotels without erasing what makes them special. With a pipeline of more than fifty additional properties, Accor signals that this bet on character is just beginning.
A Bet on Character, Validated in Three Years
Reaching fifty hotels in three years represents a sustained growth rate for a brand born in 2023. The Handwritten Collection relies on an affiliation model that allows for rapid conversion of existing hotels, rather than building from scratch. This mechanism explains the express expansion of the network, now present on four continents, from Europe to Asia. The group also claims more than fifty projects in development, proof that the dynamic is established and not merely circumstantial.
Properties That Cultivate Uniqueness
The wave of recent openings illustrates the collection’s embraced diversity. In Vienna, the Hotel Rathauspark Wien plays the card of Viennese elegance facing the city hall park. In Shanghai, the Hotel Shanghai Hongqiao anchors the brand in the Chinese market. In Provence, the Château de Mazan, a historic residence at the foot of Mont Ventoux, perfectly embodies this idea of properties that tell a story. Each hotel is curated to celebrate its own personality, whereas traditional brands focus on uniformity.
A Model That Preserves Hotel Identity
The central argument of the Handwritten Collection lies in a balance: offering independent hoteliers Accor’s striking power (distribution, ALL loyalty program, expertise) without diluting them into a global standard. « Reaching 50 hotels reflects a growing desire for stays that feel personal, shaped by true stories », emphasizes Jean-Yves Minet, Global President of Accor’s Midscale & Economy brands. For owners, the appeal is clear: retaining their identity while benefiting from the power of a global giant, summarizes Camil Yazbeck, Premium, Midscale & Economy Development Director. A positioning that responds to a segment of clientele’s weariness towards interchangeable rooms.
Heading Towards New Markets
The pipeline outlines the next step. This summer, the brand will make its grand debut in the United Kingdom with The Queen at Chester and will venture into America with the Treasure Island TI in Las Vegas, the second American property in the collection. Switzerland is not left out with the Hotel Aeschi Interlaken, expected for the summer season. Further afield, Germany will welcome the Palais am Schlossgarten in Merseburg in early 2027, while the Satori Resort will establish the brand in Bali by 2028. These milestones expand the geographical footprint while remaining true to the « character first » DNA.
Our Take
Crossing the 50-hotel mark confirms that Accor has read the signs of the times. Faced with travelers seeking authenticity and less standardized experiences, « collection » brands offer a third way between the fragile independent hotel and the sanitized chain. The Handwritten Collection succeeds in the feat of industrializing uniqueness without betraying it, a balancing act that few groups master. A significant challenge remains as the network grows: ensuring that the promised character does not get diluted by volume. The British and American debuts this summer will, in this respect, be a full-scale test. To be followed closely, as Accor simultaneously makes moves on its other brands, such as the arrival of Fairmont in the United Kingdom.
Source: Handwritten Collection · official website.
