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Accor’s Handwritten Collection expands to the Langhe with the opening of Hotel Giacomo Morra Alba

Accor is bringing its Handwritten Collection to Piedmont, with the opening of the Hotel Giacomo Morra Alba – Handwritten Collection scheduled for March 2025. The new hotel, which has undergone a complete renovation, will pay tribute to Giacomo Morra, the iconic entrepreneur and restaurateur renowned for his deep connection to Alba’s world-famous truffles and local culture.

Honoring Giacomo Morra’s legacy

The hotel’s 92 rooms, including 4 suites, combine contemporary comfort with the essence of local heritage. Morra, known as the “King of Truffles”, was a celebrated figure in Alba and the founder of the International White Truffle Fair of Alba. His influence and passion for the region are reflected throughout the property, embracing the spirit of tradition, quality, and love for the culinary treasures that define the Langhe region.

Situated in the heart of Alba, the hotel features an interior design inspired by the natural textures and earthy tones of the surrounding countryside. Guests can enjoy a charming internal courtyard, a Green House for socializing, and a bar offering a curated selection of wines, catering both to connoisseurs and those new to wine tasting.

Facilities designed for Leisure and Business

In addition to its inviting communal spaces, the hotel offers:

  • 3 modular meeting rooms, accommodating up to 80 people
  • A fully equipped fitness and gym area

The venue is designed to cater to both leisure travelers and business visitors, making it a versatile destination for events, meetings, and retreats.

Handwritten Collection: A fast-growing global brand

Launched in 2023, the Handwritten Collection has quickly established itself as a unique portfolio of refined hotels, each with its own personality, reflecting the warmth and character of the people who love and manage them. Over the past year, the brand has opened 20 hotels in prominent destinations, including Paris, Malta, Sydney, Shanghai, Phuket, and Krakow.

In Italy, the brand debuted with the opening of Relais San Martino in Taviano, a jewel of the Ionian-Salento region. With 25 hotels currently under development and over 150 projects in various stages of negotiation, Handwritten Collection is positioning itself as one of the fastest-growing hotel brands in the global market.

Strengthening Accor’s presence in Italy

The opening of the Hotel Giacomo Morra Alba marks another step in Accor’s strategy to expand its presence in Italy by offering properties that combine authentic experiences with local culture. With its strategic location in the Langhe region, a UNESCO World Heritage Site known for its wine and truffles, the hotel is poised to attract visitors seeking both luxury and a deep connection to the area’s rich traditions.

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