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Boutique mid-range hotel collection to launch this month

Hotel Shanghai Sheshan Oriental in Shanghai has joined the Handwritten Collection.

A new portfolio of hotels is set to roll-out this year, including properties in China, Vietnam and Australia.

The Handwritten Collection is the brainchild of international hospitality group Accor and incorporates properties that are deemed to offer an “intimate and stylish” hotel experience.

Along with the 12 properties already signed up to the new brand, Accor says it has a further 110 properties in the pipeline. The first five hotels are expected to open in the first quarter of this year.

According to Accor, hotels in the Handwritten Collection must offer one-of-a-kind concepts. The Handwritten Collection aims to support the growing number of independent and boutique hotel owners looking for a global profile without losing their identity. Properties are expected to have “charming” and "one-of-a-kind" concepts.

Hotel Shanghai Sheshan Oriental in Shanghai, China, opened today and is the first Handwritten Hotel to launch. Also in Asia Pacific, Wonil Hotel Perth, Australia, will follow the Shanghai property, opening in early February, along with Hotel Morris in Sydney, Australia. Several properties in France will launch throughout the spring.

Accor has experience launching branded collections. MGallery was recently introduced in the upper brand segment and now covers more than 100 boutique hotels worldwide, including two launches in Hong Kong last year.

“The Handwritten Collection will bring together hotels with individual personalities, intimately reflecting the character and warmth of the people who love and look after them,” said Accor chief marketing officer Alex Schellenberger. “Like a handwritten note, each host’s individual touches will be subtly encountered at select moments throughout the guest journey.”

The majority of properties joining Handwritten Collection will be conversion projects rather than new builds. Accor says it’s offering flexible and easy-to-attain brand standards as well as the opportunity for owners to reach a global audience.

“We look forward to working collaboratively with owners and partners and welcoming additional hotels from around the world into this outstanding collection,” said Accor global chief development officer Camil Yazbeck. “With more than 110 properties in negotiation to become part of Handwritten Collection, including 12 hotels already committed, we aim to have more than 250 properties by 2030.

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