Las Vegas' Treasure Island Hotel & Casino will fly a new flag later this year when French hospitality group Accor assumes franchise operations under its mid-scale Handwritten Collection brand. The 2,884-room resort will not only mark Accor's long-anticipated debut on the Strip but also become the company's largest hotel worldwide. Guests can expect the property's hallmark perks-free valet and self-parking-to remain, while gaining access to the 100-million-member ALL Accor Live Limitless loyalty platform and the group's global sales and distribution muscle.
Key Points
- Why it matters: First Accor-branded Hotel on the Las Vegas Strip and the chain's largest worldwide.
- Treasure Island joins the 2023-launched Handwritten Collection, now 25 hotels strong.
- ALL loyalty benefits and Accor's distribution channels become available at launch.
- Core amenities-complimentary valet and self-parking-will stay intact.
- Recent multimillion-dollar renovation freshened rooms, casino floor, and public spaces.
Snapshot
Opened in 1993 and freshly refurbished, Treasure Island anchors a prime mid-Strip block next to the Fashion Show Las Vegas mall. The resort offers ten dining outlets, eight bars and lounges, a 90,000-square-foot casino, and the long-running Cirque du Soleil production "Mystère." Once the Accor flag is hoisted, the Hotel will stand as Handwritten Collection's second U.S. address after San Francisco's Hotel Stratford. The conversion extends Accor's footprint to more than 5,600 properties globally while positioning the brand to tap Las Vegas' annual 40-million-plus visitor stream.
Background
Accor introduced Handwritten Collection in 2023 to court independently spirited, mid-scale properties that retain local character yet plug into a global network. The soft brand now spans 25 open hotels and over 35 in the pipeline, targeting experiential travelers who value authentic design and personalized service. Treasure Island's owner, billionaire businessman Phil Ruffin, has long operated the resort as an independent. Partnering with Accor allows Ruffin to bolster distribution, loyalty reach, and marketing without surrendering daily control-a model Accor has refined across Europe and Asia-Pacific.
Latest Developments
Accor's Biggest Hotel Yet Sets High Stakes
At 2,884 keys, Treasure Island will leapfrog Dubai's Raffles The Palm to become Accor's largest property. The scale provides a test bed for the Handwritten Collection's promise of "character-driven" stays within big-box footprints. Accor executives say operational priorities include integrating ALL loyalty systems, training 4,000 staff on brand standards, and mapping guest-journey touchpoints-from casino floor to room corridor-where local storytelling can shine. Ruffin's team, meanwhile, will leverage Accor's revenue-management tools to optimize ADR and occupancy amid fierce Strip competition. Both sides aim to complete brand transition by the fourth quarter, coinciding with Las Vegas' peak convention season.
Analysis
Accor's Strip entry fills a glaring portfolio gap and intensifies competition among global giants vying for U.S. leisure dollars. Marriott cemented its presence through partnerships with The Cosmopolitan and MGM Collection; Hyatt aligns with the Rio rebrand; and Hilton co-flags Resorts World. By opting for a franchise model, Accor sidesteps hefty capital outlays while securing a marquee address that can funnel North American members into its broader network. For Ruffin, the alliance offers sophisticated demand engines without diluting Treasure Island's approachable identity-a strategic hedge as visitor tastes skew toward experience-driven travel and loyalty perks. The move also signals confidence in Las Vegas' rebound, where 2024 visitation nearly matched pre-pandemic highs despite new supply from Fontainebleau and Durango. Success will hinge on seamless tech integration and maintaining service consistency across nearly 3,000 rooms-a formidable task even with Accor's playbook.
Final Thoughts
Accor's partnership with Treasure Island underscores the Strip's enduring magnetism and the rising importance of soft-brand flexibility. If executed well, the Handwritten Collection debut could rewrite the resort's narrative for a new generation while giving Accor a high-visibility foothold in the U.S. gaming capital. Travelers will soon discover whether the reimagined property delivers the personalized flair promised by the Handwritten Collection.