Autograph Collection, Marriott International’s evolving portfolio of independent hotels, continues its global growth with plans to debut three new European hotels by the end of the year. Opening in key gateway cities including Lisbon, Portugal, the new additions will expand the current portfolio to nearly 40 hotels by year end – marking an average of one property joining per month since the collection’s inception in 2010. Recent notable additions to Autograph Collection include Turnberry Isle Miami, Brown Palace Hotel & Spa in Denver, and the Blue Moon and Winter Haven Hotels in Miami Beach.

Autograph Collection initially launched as an opportunity for independent hotel owners to reach millions of travelers through access to Marriott International’s extensive network of global consumers. Autograph Collection also provided Marriott International entry into a new segment of the hospitality market, capturing both leisure and business travelers who sought more unique and independent hotel experiences. Autograph Collection’s proven track record of driving reservations and increasing revenue through its international sales force and powerful marketing channels, while also promoting each property’s autonomy, has helped evolve the business model that now appeals to existing property owners, as well as developers in the early stages of building new hotels.

“It’s been very interesting to see how the industry has responded to Autograph Collection,” said Kip Vreeland, chief franchise officer for Marriott International. “Our initial strategy was to draw in existing properties that could benefit from Marriott’s extensive network of Marriott Rewards members and Marriott.com. While we have seen great success come from that approach, the structure of our business model is shifting to include newly built hotels that want the freedom to design and create their own property experience, while at the same time upholding the customer promise expected from a global brand like Marriott International.”

Each Autograph Collection hotel possesses its own distinct identity and appeals to discerning travelers who are looking for a creative experience that only an independent hotel can deliver. Joining Autograph Collection allows each property to further showcase its own extraordinary personality. Through the partnership, each hotel will gain access to Marriott International’s global sales and marketing channels, including the award winning Marriott Rewards loyalty program.

The global expansion of Autograph Collection will continue to provide travelers with a range of experiences around the world.

Source: www.hospitalitynet.org

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