Tuesday, April 16, 2024

Handwritten Collection aims to open around 25 new properties in 2024

Handwritten Collection, a midscale collection brand of Accor, celebrates its first anniversary in January 2024, with a burgeoning roster of charming and diverse hotels around the world. The brand first launched in January 2023, with the purpose of bringing together small to mid-size hotels that authentically reflect the character and warmth of the people who love and look after them. Since then, Handwritten Collection has opened 12 curated hotels in the space of just 12 months. With around 25 hotels in the pipeline to open in 2024 and beyond and over 150 projects and leads under active investigation, Handwritten Collection is becoming one of the fastest-growing midscale collection brands in the world.

“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 James Wheatcroft, Global SVP Midscale Brands, Accor. “This resonates strongly with travelers 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.”

The hoteliers, or hosts, of the Handwritten Collection are passionate people who welcome guests into their world. The personal touches that each host shares with guests reflect their tastes, interests, and little quirks of their personalities. Guests discover these touchpoints at various moments throughout their stay. A culinary specialty, a unique cocktail, a design motif, or the welcome of a friendly pet – these are just a few of the ways Handwritten Collection hotels express the personal traits and passions of their hosts.

“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”, said Camil Yazbeck, Global Chief Development Officer, Premium, Midscale & Economy, Accor. “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.”

Collection brand hotels are proliferating around the world at a rate of 25% a year, with one of the highest growth rates in the industry today. The data supports the ambitious growth plan of Handwritten Collection.

Handwritten Collection – The current portfolio

Close to Sheshan National Park, Hotel Shanghai Sheshan Oriental – Handwritten Collection (China) reflects its host’s passion for seas and oceans around the globe. Built in the Mediterranean style and boasting a large tropical landscape, the hotel is surrounded by a 4,400 sqm outdoor beach and swimming pool, including a kid’s pool to satisfy all age needs to get immersed in the seaside vibe. In the Social Hub, guests will soon find books about the seas and oceans. This collection will be curated for all ages, from art to children’s books, and novels to comics. Finally, the host’s passion will also be present at the bar with a Signature cocktail – The Seawater Martini, a salty alternative to the traditional dirty martini.

At The Hotel Faber Park Singapore – Handwritten Collection (Singapore), guests experience the elegance and history of a bygone era. Through its architecture and design, the hotel tells the story of Mount Faber Park, one of the oldest parks in Singapore. In 1845, the park’s namesake, Captain Charles Edward Faber of the Madras Engineers, built a winding road to the summit to install a signal station. The hotel’s design and layout are inspired by Captain Faber’s intrepid path through the rolling foothills. Surrounded by lush green parkland and featuring spectacular vistas of the city and harbor, guests will feel at ease among the sense of history and devotion to nature at this special place.

Designed as a chic and arty holiday home, Saint Gervais Hotel & Spa – Handwritten Collection (France) feels like a getaway to Turkey, thanks to the host’s passion for Ottoman culture. Guests arrive to the sound of oriental music and a welcome ritual with Turkish eau de cologne. Spa treatments are infused with rosewater and orange blossom extracts, while a library corner in the lobby offers books for a deep dive in Turkish history.

Residing within a historic Italian Renaissance styled building, Hotel Morris Sydney – Handwritten Collection (Australia) is a rare example of the renowned Inter-War Palazzo style by architect, Virgil Dante Cizzio. The hotel has found new life as a boutique hotel with an evocative bar – poised like dusk, between old and new, light and dark, Italian design and Australian influence. Each venue represents a distinct but interlinked story and to move between the bar and hotel is to experience a transition in mood and design.

The hosts of Andaman Beach Hotel Phuket – Handwritten Collection (Thailand) strive to create moments of connection for guests through a passion for world travel. Guests are offered welcome drinks and sweets inspired by either Phuket or the different destinations that hotel team members have explored. Guests are also invited to enjoy a reading corner in the lobby at their leisure, where they will find a series of travel books with bookmarks recounting the host’s own travel experiences. Each guestroom is uniquely designed, although they all feature a thoughtfully placed local guidebook, curated by the host, with recommendations for special encounters with local artisans throughout Phuket.

Splendid Hotel Lac d’Annecy – Handwritten Collection (France) celebrates its host’s passion for Art Deco design.  The hotel is the work of renowned designer Thierry D’Istria, who introduced a series of Art Deco motifs to the hotel’s architecture and interiors, then layered in elements of 1950s modernity. A carefully curated selection of Art Deco pieces, artwork, sculptures and vintage pieces add a touch of whimsy to the guest experience, while the hotel’s restaurant is done up in true Art Deco style.

At the coastal Relais San Martino Salento – Handwritten Collection (Italy), the owner’s fascination with the sea is a recurring motif throughout the hotel. From the glittering glass spheres in the hotel’s décor, to marine-based wellness treatments, seawater guestroom amenities, sea inspired cocktails and a restaurant menu designed around seawater – guests will feel immersed in the beachy, oceanic vibe. Once they are fully inspired to go for a dip, guests are invited to go wild swimming at the nearby beach, or enjoy the enchanting wellness area, featuring an outdoor pool, whirlpool, fitness boutique, and a meditation citrus grove.

At Oru Hub Hotel Tallinn – Handwritten Collection Tallinn (Estonia) the hotelier shares a passion for traveling from the moment guests arrive, with the feel of stepping into a photo collage. Estonian design agency Velvet and the interior architecture studio Aeris created an award-winning design for the hotel, with a balance of relaxing and social spaces, including a workshop and a yoga room. Images from the host’s favorite travel moments feature throughout the hotel. These photos are also used to create postcards which guests can mail to friends from the hotel mailbox, and are bound as a photobook that includes anecdotes from the host’s travels.

The Crown Kraków – Handwritten Collection (Poland) is a historic site that has been revived by hoteliers with a passion for Polish art and a vision to marry the artistic and utilitarian ambitions of the Art Deco movement with the comforts of modern hospitality. The hotel is decorated with the works of the hosts’ favorite contemporary artists: painter Jacek Hazuka and sculptor Adam Myjak. Postcards and a monograph of their works are available to guests. Social events are often held with Polish artists in the bar – best enjoyed while sipping the hotel’s signature Belvedere vodka cocktail, a vibrant concoction inspired by the colorful work of artist Leon Tarasiewicz.

Wonil Hotel Perth – Handwritten Collection (Australia) is a beautifully designed and picturesque hotel that radiates a sophisticated allure through its carefully curated interiors. The host, a director of the Forrest Research Foundation, shares his passion for knowledge and higher learning throughout the hotel.  The welcome letter to guests sets the tone, detailing fun facts about research projects happening in the area. With a focus on conservation and environmentally sustainable design, the hotel is named after the wonil – the Noongar name for ‘peppermint tree’, which grows on the riverbank where the hotel resides.

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