question to Accor asking how a luxury hotel fit into the collection went unanswered .
Accor said the Handwritten Collection has already signed 13 properties and expects to reach more than 250 hotels by 2030 . A total of 100 hotels are currently in negotiation to join the collection , Accor said .
Camil Yazbeck , the global chief development officer for Accor , said the new collection brand fills a gap in Accor ’ s portfolio . “ During the post-COVID period of rising costs , inflation and competition , independent hotels have realized they need the strength of a powerful sales distribution and loyalty platform to increase the revenue , while keeping their own distinctive personality ,” he said during the brand ’ s rollout to media .
Yazbeck made the case that hotel assets offer opportunity and yield that other asset classes can ’ t currently provide . " Hotels provide high returns versus office , retail and logistics where yields in many regions of the world are just not available anymore ,” he said , adding that collection brands are one of the highest growth categories in hospitality and that owners an expect compressed cap rates at exit .
He further noted that the Handwritten Collection is flexible “ because we have more flexible brand standards and it being a franchise contract .”
The unique selling point to a current owner of an independent hotel are the minimum start-up requirements to join , meaning limited capital spend , and the flexibility of a franchise agreement . “ It ’ s the best of both worlds ,” Yazbeck said . “ It maximizes hotel revenue thanks to powerful core sales , distribution and a loyalty platform from day one .”
Handwritten Collection properties opening over the next several months include Hotel Shanghai Sheshan Oriental , Handwritten Collection in Shanghai , China ; Le Saint Gervais Hotel & Spa , Handwritten Collection in Saint Gervais , France ; Wonil Hotel Perth , Handwritten Collection in Perth , Australia ; Hotel Morris , Handwritten Collection in Sydney , Australia ; and Le Splendid Hotel Lac d ' Annecy , Handwritten Collection in Annecy , France . Additional properties will open throughout the remainder of the year and beyond , including Hotel Les Capitouls Toulouse Centre , France ; Oru Hub Hotel , Handwritten Collection in Tallinn ,
Hotel Morris , Handwritten Collection in Sydney , Australia is one of the first properties to join Handwritten Collection .
Estonia ; Square Lodge Hotel La Roche sur Yon , Handwritten Collection in La Roche-sur-Yon , France ; Sunrise Premium Resort , Handwritten Collection in Hoi An , Vietnam ; Paris Montmartre Sacré Coeur , Handwritten Collection in Paris , France , as well as properties in Bucharest , Romania and Madrid , Spain .
Accor stressed the notion of “ host ” as the thread that runs through these collection hotels .
" The manner in which each host interacts with their guests is thoughtfully considered and brings to life their own personal passions ," added Caroline Bénard , global SVP economy and midscale brands for Accor . " Whether in a social setting or the privacy of a guest ' s room , there will be moments of storytelling and engagement that create a genuine connection . This rapport between host and guest contributes to a more meaningful and memorable stay experience .”
Soft-brand collections have been around for more than a decade now and almost all the major branded hotel companies have one or more throughout each segment of the industry . Choice Hotels is typically regarded as the progenitor of the concept , launching the Ascend Collection in 2008 . Others followed , such as Marriott International ’ s Autograph Collection , Hilton ’ s Tapestry Collection , Wyndham ’ s Trademark Collection and more .
Meanwhile , companies like Preferred Hotel Group and Leading Hotels of the World have represented independent luxury hotels for years .
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