Hotel Morris , Handwritten Collection in Sydney , Australia and Wonil Hotel Perth , Handwritten Collection in Perth , Australia will be two of the first properties to join Handwritten Collection .
TRENDING
ACCOR LAUNCHES
NEW COLLECTION BRAND targeting midscale segment
HANDWRITTEN COLLECTION JOINS ACCOR ’ S OTHER COLLECTION BRANDS , EMBLEMS COLLECTION , WHICH TARGETS THE LUXURY SEGMENT , AND MGALLERY HOTEL COLLECTION FOR UPPER-UPSCALE HOTELS .
By HOTEL EDITORS
If it ’ s an Accor announcement , it must be a new brand .
The French hospitality giant has introduced a new collection brand to the market in Handwritten , which will target midscale , independent hotels that need some extra push behind them that Accor can provide .
Handwritten Collection joins Accor ’ s other collection brands , including Emblems Collection , which targets the luxury segment , and MGallery Hotel Collection for upperupscale hotels .
Collections , or soft brands as they are often referred to , allow hotels to join a global brand company without shedding or relinquishing their independent spirit by having to adhere to often stringent brand standards . In exchange for fees paid , these hotels receive global exposure through , in this example , Accor ’ s global distribution system , loyalty program and other marketing capabilities .
The first two hotels joining Handwritten Collection are Hotel Shanghai Sheshan Oriental , Handwritten Collection and Le Saint Gervais Hotel & Spa in Saint Gervais , France , both joining in January . Prior to joining Handwritten , Hotel Shanghai Sheshan Oriental was part of Accor ’ s luxury Sofitel brand . A
22 hotelsmag . com Mar / Apr 2023