Hotel Morris, Sydney, Accor's Handwritten Collection: Hotels with millennials in mind

In simpler times, hotels were either business or leisure, luxury or budget, five-star down to, heaven forbid, just one.

How times have changed. Chain, boutique, resort, all-suite, mid-scale, upper-upscale - the categories are as individual as the guests staying in them.

In line with that, hotel brands have proliferated, putting properties under the umbrella of a collective for proprietors to express individuality within their hospitable walls.

It's a trend that accelerated with the advent of the "millennial hotel" – properties tailor-made to meet the maturation of the generation born from the early 1980s to the mid-1990s and their tech-forward, experience-seeking desires.

Not to mention families of properties inspired by the identity of famous hotels such as Raffles, now a chain, or once-small groups such as Fairmont or Kimpton, both now expanding.

French hospitality giant Accor, which now covers more than 40 brands, is confident there's room for one more, in the just- launched Handwritten Collection with Sydney's soon-to-open Hotel Morris as a founding member.

Handwritten is a mid-scale brand that Accor's Alexander Schellenberger says fits alongside the MGallery Hotel Collection (Hotel Chadstone Melbourne, The Playford Adelaide), which is a premium and upper upscale brand and the Emblems Collection at the iconic luxury end (Guiyang Art Centre Hotel, Guizhou, China).

And yes, those cashed-up millennials are a driving force.

"Whilst there is a level of oversupply globally, a large portion of the millennial generation are now entering their 40s with high levels of disposable income and this is increasingly being spent on experiences," says Schellenberger.