Marriott has launched a new independent hotel brand, known as The Autograph Collection, within its portfolio of upper upscale and luxury hotels, it announced last week.
Comprised of independent hotels with "distinctive personalities" in major cities worldwide, The Autograph Collection will add approximately 25 hotels in 2010, according to Marriott, which said the concept will allow it to capture a new, broader audience of travelers who do not normally stay in branded hotel properties.
"The Autograph Collection will take the innovative approach of grouping these iconic hotels according to the unique experience that guests are seeking, whether it's a resort, historic hotel, boutique arts or urban edge hotel in a dynamic gateway city," Marriott evp of brand management Don Semmler said in a statement. "Each hotel will be highly unique and distinct with its own identity, appealing to a growing segment of our customers who are looking for an experience that an independent hotel can deliver."
Independent hotels that join The Autograph Collection will benefit from inclusion in Marriott's global reservations system, and from the marketing efforts of Marriott's global sales force. Member hotels will be required to meet Autograph Collection standards and will have to continually demonstrate high guest satisfaction and quality assurance scores to retain their Autograph Collection membership.
Nielsen Business Media
