Accor launches hotel collection geared toward a boutique experience

The new launch was created for travelers looking for a more unique stay.
lobby in hotel


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Searching for a hotel that meets all your needs can be tiresome. You want something luxurious, but affordable. You want an option that’s unique but still modern. Hotel giant Accor wants to give you just what you’ve been looking for with the arrival of its Handwritten Collection

The new launch — the latest in Accor’s collection, which already consists of the luxury Emblems Collection and the upscale MGallery Collection — was created for travelers looking for a more unique hotel experience than what’s typical of traditional hotel brands. 

Charming, bespoke hotels coming in 2023

Falling in the midscale segment of the market, Handwritten Collection currently has 12 secured deals, with five properties set to debut in the first trimester of 2023. Accor is aiming for 250 Handwritten Collection hotels by 2030.

Bleisure has raised the bar

Blended leisure and business travel, known as bleisure, has caused hotel brands like Accor to rethink their offerings. Thus, for the traveler tacking on a few extra days post business, or the group work trips seeking more vibey surroundings, industry shifts, including the launch of Handwritten Collection, are only expected to increase. 

Mixing the old with the new 

Accor’s new brand will give travelers what they want: more options to book independent, eclectic hotels. Eighty percent of Handwritten Collection will consist of existing, independent hotels signing on with Accor. The goal is for each hotel to retain its bespoke design, and unique food and experiential offerings, while ensuring a consistent, high level of quality in alignment with the Accor brand overall. 

The hotels so far confirmed for the collection can be found across Europe, Asia, and Australia. 

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