Accor launched Handwritten Collection brand, 110 hotels will be opened

Accor, one of the largest hotel groups worldwide, has launched the Handwritten Collection brand. The hotel brand is in talks to open 110 hotels globally, including in Romania. To date, 12 contracts have been concluded, of which five hotels will be opened in the first quarter of this year.

"Our goal, beyond providing a truly authentic guest experience, is to support the growing number of independent and boutique hotel owners who want to increase their global visibility, connect with more audiences and to increase their income without losing their identity," said Alex Schellenberger, Chief Marketing Officer, Premium, Midscale, Economy Brands, Accor.

Handwritten Collection is part of the average category of hotels. The Handwritten Collection is designed with the needs of independent hotel owners in mind. With a current conversion rate of 80 percent, the majority of properties joining the Handwritten Collection will be conversion projects rather than new builds, which means a simpler transition and consolidation process and growth model and more sustainable development.