Dive Brief:
- Accor will open the first U.S. hotel under its Handwritten Collection brand in San Francisco, the French hospitality company announced Monday.
- Owned and operated by San Francisco-based Frame Ventures, the boutique Hotel Stratford in San Francisco's Union Square neighborhood will open this summer under Accor’s Handwritten Collection, which launched last year within the company’s premium, midscale and economy division.
- Accor said it selected San Francisco for the inaugural location because of its growth fundamentals. The U.S. opening marks a milestone in the company’s domestic expansion.
Dive Insight:
Handwritten Collection has grown primarily by converting existing independent hotels under the brand name, and its first U.S. location is no exception. Hotel Stratford San Francisco will debut under the Accor brand this summer following a multimillion-dollar renovation.
The hotel will offer 94 guest rooms, a refurbished lobby and a new European-style cafe and bar designed by local architecture and interior design firm MODO. The property will feature self-check-in technology and has eliminated single-use plastic as well.
The Handwritten Collection global portfolio has more than 35 hotels open or under construction. The brand will “resonate both with domestic and international guests” in the U.S. as it expands in the region, according to Abel Castro, chief development officer at Accor Americas for the premium, midscale and economy division.
“The arrival of the first Handwritten Collection hotel in the United States underpins our expansion strategy throughout the Americas; to introduce brands and hotels that respond to the needs and wants of travelers today,” Castro said in a statement.
Castro added that Accor chose San Francisco for the brand’s first U.S. location because it is “one of the most visited cities in the country and is undergoing strong economic recovery.”
San Francisco tourism has steadily recovered in recent years after taking a major hit from the pandemic. In 2023, the market saw 5.2% year-over-year growth in visitors, though visitation levels for the year lagged behind pre-pandemic highs, according to the San Francisco Travel Association. And in January, the market’s hotel occupancy was lower than in other top markets like New York City and Los Angeles, according to the city and county of San Francisco.
In December, though, the market saw the second-highest year-over-year meetings volume improvement of other U.S. markets, just behind San Diego. And recent hotel brand expansion and investment activity in the market signal growth.
With the Handwritten Collection opening, Accor continues its strategic U.S. expansion. Accor Group CFO Martine Gerow said in February that the company will focus on growing within the luxury and lifestyle segment in the U.S. over lower-tier segments.
