Accor launches new independent hotel brand

French lodge group Accor has launched the Handwritten Assortment, a world portfolio of impartial accommodations in the midscale section, and its third “assortment” brand name.

The latest assortment will be established on hotel conversions rather than new builds, concentrating on “bespoke” and “intimate” lodges in which the identity of regional hoteliers provides “a personalised energy” to the visitor encounter.

The portfolio at the moment involves 12 secured signings, with 5 properties predicted to open in the to start with quarter of 2023, and one more 110 hotels currently in negotiations to join the Handwritten Collection. 

Le Saint Gervais Hotel & Spa in Saint Gervais, France and Hotel Shanghai Sheshan Oriental, China both opened on 19 January and will shortly be joined by Wonil Resort Perth and Lodge Morris in Sydney, Australia, opening in February, and Le Splendid Lodge Lac d’Annecy, opening in Annecy, France in April.

Supplemental attributes in France, Estonia, Romania and Spain are also set to open up in 2024, with the international portfolio anticipated to reach additional than 250 accommodations by 2030.

Alex Schellenberger, Accor’s chief promoting officer, high quality, midscale, economy manufacturers, stated the Handwritten Selection aims to “support the escalating variety of impartial and boutique lodge proprietors on the lookout to raise their global profile, connect with extra audiences and increase their income devoid of shedding their identity”. 

According to the lodge team, the collection manufacturer will search to “replicate the success” of the MGallery Lodge Assortment, which has a lot more than 100 boutique houses in the upper upscale brand name section and the Emblems Collection, Accor’s very first luxury collection brand, which was released in 2021.

Tapping into the unbiased lodge sector has grow to be more important technique for the big hotel firms in latest years – Accor claimed that assortment brand motels ended up developing at a level of 25 for every cent for each 12 months globally.

“Driving this expansion is increasing need from unbiased hoteliers trying to find to leverage the gains of an worldwide and top hotel group, these as Accor, although responding to a developing visitor motivation for authenticity and regional encounters,” included the organization in a statement.

Earlier this thirty day period, Accor reorganised its executive leadership roles as portion of a move to build two business divisions: “Premium, Midscale & Economy” and “Luxury & Lifestyle”.