PARIS—Accor at the moment introduced a brand new addition to the group’s community of manufacturers: Handwritten Assortment, a worldwide portfolio of “charming bespoke resorts that provide an intimate and classy hospitality expertise.” Accor already has over 110 Handwritten leads globally totaling greater than 11,500 rooms, together with 12 secured signings, with 5 properties anticipated to debut all through the primary trimester of 2023.
Handwritten Assortment properties opening over the following a number of months embody Resort Shanghai Sheshan Oriental, Handwritten Assortment in Shanghai, China; Le Saint Gervais Resort & Spa, Handwritten Assortment in Saint Gervais, France; Wonil Resort Perth, Handwritten Assortment in Perth, Australia; Resort Morris, Handwritten Assortment in Sydney, Australia; and Le Splendid Resort Lac d’Annecy, Handwritten Assortment in Annecy, France. Further properties will open all through the rest of the 12 months and past, together with Resort Les Capitouls Toulouse Centre, France; Oru Hub Resort, Handwritten Assortment in Tallinn, Estonia; Sq. Lodge Resort La Roche sur Yon, Handwritten Assortment in La Roche-sur-Yon, France; Dawn Premium Resort, Handwritten Assortment in Hoi An, Vietnam; Paris Montmartre Sacré Coeur (property identify could change previous to opening), Handwritten Assortment in Paris, France in addition to properties in Bucharest, Romania and Madrid, Spain. The Handwritten Assortment portfolio is predicted to succeed in greater than 250 resorts by 2030.
“Handwritten Assortment enriches Accor’s providing within the ‘assortment manufacturers’ phase with a curated number of resorts that exhibit charming and one-of-a-kind ideas. Our goal, past delivering a very genuine visitor expertise, is to help the rising variety of impartial and boutique lodge house owners trying to enhance their international profile, join with extra audiences and develop their income with out dropping their identification,” stated Alex Schellenberger, chief advertising officer, Premium, Midscale, Financial system Manufacturers, Accor. “The resorts we’ll characteristic in Handwritten Assortment are these sought out by vacationers who recognize heartwarming journey experiences and a twist on conventional hospitality, in addition to by hoteliers who cherish the distinctive persona of their properties whereas needing the advantages that include a number one international companion.”
With the creation of Handwritten Assortment, Accor is broadening its model portfolio and midscale lodge choices and can look to copy the success it has achieved with the group’s different assortment manufacturers throughout different segments. This consists of the MGallery Resort Assortment, a storied portfolio within the upper-upscale model phase that now counts greater than 100 boutique resorts worldwide, and Emblems Assortment, Accor’s first luxurious assortment model, a rigorously curated number of distinctive resorts which are emblematic of their vacation spot, designer or place in historical past. With the same bespoke strategy, Handwritten Assortment will carry collectively resorts with particular person personalities, intimately reflecting the character and heat of the individuals who love and take care of them. Like a handwritten word, every host’s particular person touches will likely be subtly encountered at choose moments all through the visitor journey. From a heat welcome that cascades into dialog, to freshly baked treats which have visitors sneaking seconds into their pockets, no two resorts or stays would be the identical.
A Host with Ardour
Handwritten Assortment affords a wide range of resorts which are so distinct, it’s as if every native hotelier had been inviting visitors into their charming and classy properties. The visitor expertise at Handwritten Assortment brings to life the spirit of the host: their tastes, their passions, and the little quirks of their persona. Every native hotelier offers an enthralling presence that weaves their character and persona into the material of their lodge, partaking visitors with native knowledge and pleasant dialog, bringing a customized vitality to the visitor expertise.
“The way by which every host interacts with their visitors is thoughtfully thought-about and brings to life their very own private passions,” added Caroline Bénard, international SVP Financial system & Midscale Manufacturers, Accor. “Whether or not in a social setting or the privateness of a visitor’s room, there will likely be moments of storytelling and engagement that create a real connection. This rapport between host and visitor contributes to a extra significant and memorable keep expertise.”
Designed for Unbiased Hoteliers
The Handwritten Assortment can be designed with the wants of impartial lodge house owners in thoughts. With a present conversion price of 80 p.c, the majority of properties becoming a member of Handwritten Assortment will likely be conversion initiatives fairly than new builds, requiring a less complicated transition and ramp-up course of and a extra sustainable development and growth mannequin. The model’s requirements are designed to be versatile, gentle, and straightforward to achieve. Furthermore, Handwritten Assortment offers direct ROI and the chance for house owners to maximise income with instant entry to the facility and attain of Accor’s gross sales, distribution, and loyalty platforms, whereas additionally benefiting from the group’s environmental, social, and governance (ESG) capabilities.
“In 2022, Accor signed on common globally a couple of lodge per day and opened almost one lodge per day. We goal to proceed this development by anticipating the wants of our visitors and aligning with the funding standards of our companions and house owners. Unbiased resorts are more and more looking for the power of Accor’s highly effective gross sales, distribution, and loyalty platform to extend their income and help them in optimizing their prices, while retaining their very own distinctive persona and providing a extremely qualitative product, service, and expertise. Handwritten Assortment affords them a super answer, offering the choice for a franchise contract and a versatile and cost-effective degree of funding. We stay up for working collaboratively with house owners and companions and welcoming extra resorts from around the globe into this excellent assortment. With over 110 properties and 11,500 rooms in negotiation to turn out to be a part of Handwritten Assortment, together with 12 resorts dedicated already, we goal to have over 250 properties by 2030,” stated Camil Yazbeck, international chief growth officer, Premium, Midscale, Financial system, Accor.
With a plan to develop the gathering to 250 properties by 2030, Accor is actively looking for new properties to be a part of Handwritten Assortment in in style journey locations throughout the globe.