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ACCOR PARTNERSHIP: SIGNATURE STYLE
SIGNATURE STYLE
Twelve months on from its launch, Accor’s Handwritten Collection continues to gain momentum globally.
Handwritten Collection celebrated its first anniversary in January, with a burgeoning roster of charming and diverse hotels around the world.
Through the creation of the new collection brand, Accor is broadening its portfolio of boutique hotel offerings and bringing together small to mid-size hotels that authentically reflect the character and warmth of the people who love and look after them.
Since launching just 12 months ago, Handwritten Collection has opened 12 bespoke properties in countries such as France, Italy, Malta, Poland, Estonia, China, Singapore, Thailand, and Australia with Hotel Morris Sydney and Wonil Hotel Perth.
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 collection brands in the world.
The brand has huge potential for growth.
-Lindsay Leeser, Accor Pacific
Accor Pacific Chief Development Officer, Lindsay Leeser, said: “Handwritten Collection was designed to support the growing number of independent hotels who want to leverage the powerful benefits of a leading global hotel group, while retaining the unique character they have curated.
“We are very pleased with the incredibly positive response to Handwritten Collection from owners and partners in our first year. The brand has huge potential for growth, and we are in active discussions for several new Handwritten Collection hotels in Australia and New Zealand.”
Collection brand hotels, like Handwritten Collection and MGallery, are proliferating around the world at a rate of 25% a year, with one of the highest growth rates in the industry today. This data supports the ambitious growth plan of Handwritten Collection.
Accor Pacific Chief Operating Officer PME, Adrian Williams, said: “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. This resonates with travellers 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 each Handwritten Collection hotel 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.
HANDWRITTEN COLLECTION HOTELS IN THE PACIFIC
Residing within a historic Italian Renaissance styled building, Hotel Morris Sydney –Handwritten Collection 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. Touchpoints of the host’s penchant for Italian culture include a refreshing Italian drink on arrival; a ‘Bar Morris bill ritual’ of dice for a chance at a complimentary Amaro nightcap; and a deck of ‘scopa’ playing cards placed in-room.
Wonil Hotel Perth – Handwritten Collection 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. Peppermint-infused cookies in each guestroom create a delightful association and sensory experience of the region.
