Accor is pressing ahead with its expansion across South East Asia, announcing a deal to launch a new Handwritten Collection hotel in the coastal city of Nha Trang, Vietnam. The 113-room property, developed in partnership with Khai Hoang TM DV-Tourism Company, is expected to open in the final quarter of 2025.
The move signals Accor’s ongoing pivot towards character-driven hospitality in fast-growing travel markets, positioning the Handwritten Collection – a brand launched to cater to travellers seeking distinctively personal and locally inspired stays – as a strategic asset in Vietnam’s booming tourism sector.
“Nha Trang is a well-established destination among domestic travellers, and we see significant potential to broaden its appeal among international audiences seeking fresh alternatives to the more conventional tourist hubs.” said Andrew Langdon, chief development officer for Asia at Accor. “This signing reflects our ongoing focus on expanding into high-growth destinations and introducing more curated, character-driven stays across Asia. Collection brands like Handwritten, designed with owners in mind, represent one of the fastest-growing segments in the hospitality industry today.”
Situated on Pham Van Dong Street, a prominent coastal road in Nha Trang, the upcoming hotel will offer guests sweeping views of the South China Sea and proximity to what has been repeatedly listed among the world’s most beautiful bays. The property will include an all-day dining restaurant, rooftop infinity pool, wellness centre, and a lobby bar – all designed to reflect the Handwritten ethos of intimate, host-led hospitality.
Khai Hoang TM DV-Tourism Company’s director, Mr Ma Chi Han, said the development would help elevate the city’s accommodation standards. “Nha Trang continues to grow as one of Vietnam’s most dynamic coastal destinations, and we see strong potential for high-quality accommodation that meets the expectations of an increasing number of travellers. This development is a proud moment for us, as it allows us to elevate the hospitality offering within the city and contribute meaningfully to its long-term tourism growth.”
Accor’s Handwritten Collection, launched in 2023, has been expanding steadily across Asia and other key global markets. With more than 25 properties currently operating and over 30 in the pipeline, the brand aims to meet the rising demand for boutique-style hotels with individual character, curated experiences and strong local integration.
Accor, which manages more than 5,500 properties worldwide, has been increasingly active in South East Asia, tapping into opportunities created by urbanisation, improving infrastructure and shifting consumer preferences in the post-pandemic travel landscape.
As Accor continues to diversify its portfolio in Vietnam, the Nha Trang property is likely to serve as a litmus test for how well the Handwritten Collection can capture the hearts – and wallets – of the country’s growing base of international leisure tourists.
