Accor has struck a strategic partnership with Corinthia Group that will see five Verdi Hotels join its Handwritten Collection starting in November. The move brings properties in Malta, Portugal, and Tunisia under the Accor umbrella while preserving their individual identities, and sets the stage for expansion into Hungary and the Czech Republic.
The agreement grants Verdi Hotels access to Accor's global sales, marketing, and loyalty infrastructure, including the ALL – Accor Live Limitless programme. In return, Accor gains a foothold in several Mediterranean and North African leisure markets, complementing its existing portfolio of independent and soft-brand properties.
A soft brand built for independence
Launched in 2023, Handwritten Collection is Accor's answer to the growing demand for hotels with distinct character and personalised service. The brand has quickly scaled to more than 50 properties across 22 countries, with a further 58 in the development pipeline. For Verdi Hotels, the partnership is designed to boost performance and operational efficiency by combining Corinthia's management expertise with Accor's worldwide reach.
Simon Naudi, CEO of Corinthia Group, called the partnership a natural fit. “We are delighted to collaborate with Accor to bring Verdi Hotels to a broader audience while maintaining the unique hospitality that defines each property,” he said. Paul Pisani, President of Verdi Hotels, added that the alliance “creates exciting opportunities to expand into new destinations and enhance our offering for both business and leisure travellers.”
Philippe Bijaoui, Accor's Chief Development Officer for Europe and North Africa, described the deal as “an important step towards our growth ambitions in the region.” The partnership also aligns with Accor's broader push into soft brands, which has seen it sign 30 new hotels across Asia in a similar franchising-led strategy.
The five Verdi properties
The hotels joining Handwritten Collection are:
- Verdi Gżira Promenade – a waterfront property on Malta's eastern coast, popular with business travellers.
- Verdi St. George's Bay Marina – located in Malta's bustling St. Julian's area, catering to leisure and corporate guests.
- Verdi Dragonara – a seafront hotel in Malta offering upscale amenities and event spaces.
- Verdi Tunis Beach Resort – a beachfront resort in Tunisia, a key leisure destination for European sun-seekers.
- Verdi Santarém – a riverside property in Portugal, blending historical charm with modern comfort.
Each property will continue to operate under its own name and style, but will now benefit from Accor's reservation systems, revenue management tools, and global sales teams. For travel agents and corporate bookers, the inclusion in Handwritten Collection means these hotels will be bookable through Accor's GDS codes and online channels, simplifying distribution.
The partnership also signals Corinthia's confidence in Accor's ability to drive occupancy and revenue. Corinthia, which also operates the Surrey in New York, has been expanding its footprint in recent years, and this deal allows it to leverage Accor's scale without diluting its own brand equity.
For Accor, the addition of Verdi Hotels strengthens its presence in the Mediterranean and North Africa, regions where it already has a strong portfolio. The planned expansion into Hungary and the Czech Republic would extend Handwritten Collection's reach into Central Europe, a market with growing demand for boutique and independent hotels.
Industry observers note that soft brands like Handwritten Collection are becoming increasingly important for hotel groups seeking to attract independent owners who want to retain autonomy while gaining the benefits of a global network. Accor's approach mirrors that of other major groups, but its rapid growth in this segment suggests it is resonating with owners and guests alike.
The first five Verdi Hotels will officially join Handwritten Collection in November, with additional properties expected to follow as the partnership develops. Travel professionals can expect to see these properties featured in Accor's marketing campaigns and loyalty promotions in the coming months.
