Accor Launches New Brand, Names it Handwritten

Accor’s recent launch of Handwritten brand has expanded its portfolio to 43 brands. This rapid growth is reflective of its competitors who have also been expanding their presence across various sub-sectors in the past few years.

There has been a growing trend among companies to explore soft brands, which offer more flexibility to owners and simplify the process of converting independent properties. Soft brands often have more relaxed brand standards, providing greater flexibility for owners.

Accor has undergone a remarkable transformation in recent years. Ten years ago, the French company was primarily associated with its economy and midscale brands. However, through a combination of acquisitions and in-house launches, it has emerged as a significant player in the luxury and lifestyle segments.

During a recent earnings call, Accor CEO Sébastien Bazin refuted the suggestion that the company was burdened with an excessive number of brands.

“No, we do not have too many brands. We’re not foolish. We’re not naive. We have the brands we want and the brands we need,” he said.

Although he denied the notion of an excessive number of brands, Accor CEO Sébastien Bazin did acknowledge that there could be clearer distinctions between some of them. He stated that later this year there would be improved specificity regarding the differences between brands such as Sofitel, MGallery, Fairmont, TRIBE, Handwritten, and Mercure.