Accor Redefines Soft Brand Potential With New Handwritten Collection
Photo Caption: A guest room at Hotel Les Capitouls Toulouse Centre, that is expect to join Accor's new Handwritten Collection in May. Source: Accor.
Skift Take
Accor isn't the first large hotel company to let members of its loyalty program book independently designed lifestyle hotels. But it is the first to move the concept downscale in rate and amenities. Can it democratize access to quirky hotels worldwide?
Accor, the Paris-based hotel giant, will reveal on Thursday a new global "soft" brand, Handwritten Collection, featuring so-called lifestyle hotels. These mid-priced properties have funky furniture and buzzy restaurants and bars but don't offer the full services of a premium boutique.
Handwritten Collection's first two hotels are Hotel Shanghai Sheshan Oriental, Handwritten Collection, which officially switched from being a Sofitel on Thursday, and Le Saint Gervais Hotel & Spa in Saint Gervais, France. A few more properties — in Australia and France — aim to join to the collection by May.
Accor said it has a dozen "secured signings" and a pipeline of "leads" with interested partners reflecting about 100 properties.
Handwritten Collection aims to appeal to owners of lifestyle hotels by letting them tap into Accor's loyalty program — which can drive a lot of direct bookings that are typically more profitable for a hotel than rese
