Soft Brands Surge Past 450 Hotels Across Accor and Hilton
Accor's Handwritten Collection reaches 50 properties while Hilton's Curio and Tapestry collections both surpass 200 open hotels.
The short answer
Accor's Handwritten Collection has achieved a 50-hotel milestone while Hilton's Curio and Tapestry collections have both crossed 200 open properties. The separate developments highlight sustained operator and owner demand for conversion-friendly soft brands.
The short version
- Accor reached 50 open properties globally for its Handwritten Collection soft brand.
- Hilton crossed 200 open hotels each for both Curio Collection and Tapestry Collection.
- Curio Collection by Hilton operates across 47 countries with a pipeline exceeding 120 properties.
Global hotel operators are accelerating soft brand expansion as guests seek character-driven stays and independent owners seek distribution power. Accor reached 50 open properties for its Handwritten Collection in mid-2026, while Hilton saw both Curio Collection and Tapestry Collection cross the 200-property threshold individually, pushing their combined footprint beyond 400 hotels across dozens of countries.
How large are Hilton's primary soft brands today?
Hilton's soft brand portfolio has expanded past 400 operating properties between two leading lifestyle collections. According to Lodging Magazine, Curio Collection by Hilton and Tapestry Collection by Hilton have each surpassed 200 open hotels [2]. Curio Collection now operates across 47 countries and territories, backed by an active pipeline of more than 120 properties [2]. Tapestry Collection has mirrored that operational volume by also crossing the 200-hotel mark [2].
Where is Accor expanding the Handwritten Collection?
Accor is scaling Handwritten Collection across primary urban hubs, leisure getaways, and historic European conversions. eHotelier reported that the collection reached a milestone of 50 open properties worldwide in June 2026 [1]. The portfolio includes diverse asset profiles, from the 360-room Hotel Shanghai Hongqiao in China to the 31-room Château de Mazan in France [1].
Recent openings showcase conversion activity across Europe and the Asia-Pacific region. As tracked across company announcements, the brand added properties in Austria, China, and France in early 2026 [1].
| Hotel | Location | Opening Date | Asset Profile & Details |
|---|---|---|---|
| Hotel Rathauspark Wien | Vienna, Austria | January 2026 | Historic residence once home to writer Stefan Zweig [1] |
| Hotel Shanghai Hongqiao | Shanghai, China | February 2026 | 360 rooms, meeting facilities, wellness spaces [1] |
| Château de Mazan | Provence, France | March 2026 | 31-room historic residence at Mont Ventoux [1] |
| Hotel Morris Sydney | Sydney, Australia | Operating | Restored 1920s Art Deco building housing Bar Morris [1] |
| Hotel Woolstore 1888 | Sydney, Australia | Operating | Converted 1888 wool store housing Percy tapas bar [1] |
| Wonil Hotel Perth | Perth, Australia | Operating | Swan River retreat featuring West Kitchen & Bar [1] |
| Nusa Dua Beach Hotel and Spa | Bali, Indonesia | Operating | Beachfront resort set in tropical gardens [1] |
| Baia Delle Zagare | Puglia, Italy | Operating | Cliffside hotel in Gargano National Park [1] |
| Saint Gervais Hotel & Spa | Saint-Gervais, France | Operating | Alpine village property near Mont Blanc [1] |
Why are owners choosing collection brands over hard brands?
Asset owners select soft collections to retain property individuality while capturing global commercial support. Soft brands like Handwritten Collection celebrate character over standardisation and story over uniformity [1]. This allows unique architectural assets—such as Sydney's 1888 wool warehouse or a Provençal château once home to the Marquis de Sade—to retain distinct food and beverage concepts while gaining access to major loyalty networks [1].
What pipeline growth supports future soft brand inventory?
Development momentum remains active with substantial forward pipelines underpinning these conversion vehicles. Lodging Magazine detailed that Curio Collection alone maintains an active pipeline exceeding 120 properties [2]. Combined with Handwritten Collection's expansion across Europe, Asia, and the Pacific, major chains continue deploying soft brands to capture independent inventory without imposing rigid design prototypes [[1], [2]].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Handwritten Collection Reaches 50 Hotel Milestone— eHotelier
- [2]Hilton Soft Brands Surpass 200 Combined Open Hotels— Lodging Magazine
Frequently asked
+How many open hotels does Accor's Handwritten Collection have?
Handwritten Collection reached 50 open hotels worldwide in June 2026, according to eHotelier, spanning Europe, the Pacific, and Asia with properties ranging from boutique châteaux to 360-room city hotels.
+How large are Hilton's Curio and Tapestry collections?
Hilton's Curio Collection and Tapestry Collection have both surpassed 200 open hotels each, as reported by Lodging Magazine, giving the two lifestyle soft brands over 400 combined open properties.
+How many countries does Curio Collection by Hilton operate in?
Curio Collection by Hilton has open properties across 47 countries and territories, backed by an active pipeline of more than 120 hotels.
+What early 2026 openings joined the Handwritten Collection?
Handwritten Collection opened Hotel Rathauspark Wien in January 2026, Hotel Shanghai Hongqiao with 360 rooms in February 2026, and the 31-room Château de Mazan in March 2026.
+What properties represent Handwritten Collection in Australia?
The collection operates Hotel Morris Sydney in a 1920s Art Deco building, Hotel Woolstore 1888 Sydney in a former wool warehouse, and Wonil Hotel Perth along the Swan River.
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