Accor, one of the largest hotel chains in the world, is accelerating the development of the Handwritten Collection, its most “personalized” collection, with new openings in key European markets. Greece stands out among them, with Rocca a Mare Heraklion in Crete becoming the first Greek hotel to join the collection.
The Handwritten Collection, founded in 2023, is a new philosophy in the hospitality sector: it enables independent, distinctive hotels to join the Accor network while maintaining their authenticity and character. Without the strict specifications and standardized services of traditional brands, Handwritten Collection hotels promote the guest experience through the personal perspective of the owners and the identity of the place.
Rocca a Mare Heraklion – Modern luxury with a Cretan aura
Rocca a Mare Heraklion, the first Greek hotel in the collection, is located on the beachfront of the city of Heraklion, overlooking the Cretan Sea and the Venetian fortress of Koules. It is a 36-room hotel that impresses with its contemporary design, technological superiority, and wellness facilities.
Every detail of the hotel is designed to offer a discreet yet luxurious experience, with dominant elements the unobstructed sea view, the modern architecture, and the relaxation areas around the pool. At the core of the concept lies the notion of “living hospitality”, where the visitor is not just a customer, but a guest in a space with personality.
The inclusion of Rocca a Mare in the Handwritten Collection marks a significant shift for the Greek hotel map: independent units with a distinctive style can now gain global visibility through Accor’s strong network and its loyalty program (ALL – Accor Live Limitless), while maintaining their local identity and flexibility.
European growth with an emphasis on authenticity
The Handwritten Collection already has over 20 hotels in international destinations, such as Krakow, Singapore, San Francisco, and Sydney. Europe is the main growth area for 2025, with significant new members in the Netherlands, France, Italy, Switzerland, and Hungary.
In the Netherlands, Accor is expanding its collection with new hotels in Amsterdam (such as the Grand Canal Boutique Hotel), Rotterdam, and Maastricht. In France, the Hotel de l’Abbaye du Tronchet – a monastery transformed into a luxury accommodation between Rennes and Saint-Malo – and the Hotel Kasano Calvi in ??Corsica, with a distinctive decor based on modern art, are added.
In Italy, the Hotel Giacomo Morra Alba in Piedmont is coming to showcase the tradition of wine and white truffles, while in Switzerland, the Hotel Meierhof in Davos becomes the first hotel of the collection in the country. Finally, in Hungary, the Hotel Lycium in Debrecen will join Handwritten in the summer of 2025, forming part of a wider cultural and conference complex.
The strategy behind the Handwritten Collection
Accor recognizes the potential of independent hotels and the demand of travelers for authentic, experiential experiences. The Handwritten Collection offers a flexible solution for owners who want to maintain their identity while strengthening their commercial power through an international platform.
For the Greek market, which is characterized by a multitude of boutique hotels with a strong character, the Handwritten Collection can be an ideal tool for international recognition and strategic development. The example of Rocca a Mare in Heraklion may be just the beginning.
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