{"id":25316,"date":"2023-01-19T05:31:30","date_gmt":"2023-01-19T05:31:30","guid":{"rendered":"https:\/\/hoptraveler.com\/index.php\/2023\/01\/19\/this-just-launched-brand-from-accor-will-focus-on-smaller-independent-hotels\/"},"modified":"2023-01-19T05:31:30","modified_gmt":"2023-01-19T05:31:30","slug":"this-just-launched-model-from-accor-will-concentrate-on-smaller-impartial-inns","status":"publish","type":"post","link":"https:\/\/hoptraveler.com\/index.php\/2023\/01\/19\/this-just-launched-model-from-accor-will-concentrate-on-smaller-impartial-inns\/","title":{"rendered":"This just-launched model from Accor will concentrate on smaller, impartial inns"},"content":{"rendered":"

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The lodge trade\u2019s branding bonanza<\/a> continues.<\/p>\n

This time, it continues in a more recent subset of hospitality identified for properties that don\u2019t essentially match into the mildew of a \u201cnormal\u201d lodge model.<\/p>\n

Accor Thursday launched the Handwritten Collection, the most recent within the Paris-based lodge large\u2019s assortment model phase. Accor already has the luxurious Emblems Collection and the higher upscale MGallery Collection. The Handwritten Collection will fall within the midscale phase of the market.<\/p>\n

There are already 12 confirmed offers for Handwritten Collection inns, and the primary seven are slated to open over the following few months throughout Europe, Asia and Australia. There are roughly 100 potential offers for future inns, together with within the U.S., and Accor goals to have 250 Handwritten Collection inns by 2030.<\/p>\n

\u201cFrom a guest perspective, there was actually an unmet need, so we decided, \u2018Let’s go into that space and secure Handwritten as a midscale collection,\u201d Alexander Schellenberger \u2014 Accor\u2019s chief advertising officer for premium, midscale and economic system manufacturers \u2014 stated in an interview with TPG forward of the Handwritten Collection launch. \u201cWe haven’t even announced, and we are already 12 hotels in. I\u2019m not going to put more pressure on the development team, but I think they\u2019re good.”<\/p>\n

Launching the Handwritten Collection is part of Accor\u2019s broader push to woo independent hotel owners to join its network. The idea behind each of these brands is to target travelers who crave more of a unique experience with a hotel stay compared to the more standardized product found at traditional hotel brands.<\/p>\n

This notion took off in recent years as the growth of leisure travel as well as blended leisure and business travel fueled interest in lifestyle and independent hotels. Accor is a particular leader in this space: It spun out several of its brands, such as Delano and SO\/, into a lifestyle hotel partnership under the Ennismore umbrella with brands such as The Hoxton and Gleneagles.<\/p>\n

While there will be newly built hotels included in Accor\u2019s new collection brand, 80% of the Handwritten Collection\u2019s current growth trajectory comes from existing hotels affiliating with Accor\u2019s new brand.<\/p>\n

\u201cWe want to make it as simple as possible for independent hotels to sign on without having to do a major product investment,\u201d Schellenberger stated.<\/p>\n

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