Autograph Collection Hotels
Brand Overview: Autograph Collection Hotels advocates for the original, championing the individuality of each of its over 170 independent hotels located in the most desirable destinations across more than 30 countries and territories. Each is a product of passion and a personal realization of its individual founder’s vision, making each hotel singular and special: Exactly Like Nothing Else. Hand-selected for their inherent craft and distinct perspectives on design and hospitality, Autograph Collection hotels offer rich immersive moments that leave a lasting imprint.
History: Launched in January 2010, Autograph Collection Hotels is a pioneer in the independent hotel space and has rapidly grown from five hotels to more than 170 in just nine years, making it Marriott International’s fastest growing full-service brand.
Target Guest: Autograph Collection Hotels has introduced Marriott International to a new customer, the individualist traveler, who prefers diverse, one-of-a-kind experiences that independent hotels offer. This guest approaches life like a master class - he/she is driven by the desire for unique, enriching experiences that add to his/her personal narrative. He/she is inspired by expert curation and revels in more experiential travel, shunning a cookie-cutter or impersonal hospitality environment.
Growth Plans: Autograph Collection Hotels is slated to surpass 200 hotels by the end of 2019, in global destinations including Greece, Switzerland, France, Singapore and Italy, among others. In the United States, the brand will welcome hotels in Chicago, North Carolina and Kentucky, among others.
Hotel Attributes: Autograph Collection Hotels are independent hotels with their own brand ethos and identity that make them Exactly Like Nothing Else -No two Autograph Collection hotels are the same. The brand selects its properties based on four curatorial principles:
- The Vision of an Individual - Each hotel is a uniquely personal realization of an individual founder’s vision.
- Unique, Heartfelt Design - Autograph Collection does not select hotels simply because they are beautiful. The brand selects them because the role of design has been thoroughly deconstructed and works in concert with all other elements of the hotel to create a singular unique experience.
- Mark of Craft - Each hotel offers a signature moment or experience carefully crafted and brought to life through passion and expert skill. Each Mark of Craft is rooted in the hotel’s personality and offers special moments that leave a vivid imprint that remains with each guest long after their stay.
- A Role in the Locality - Hotels are chosen by Autograph Collection because they are inspired by and reflect the locality, are champions of its history, culture and future. These hotels are part of the social fabric of a locality, they play a meaningful role by adding something unique to the area.
James Bardwell – James.Bardwell@marriott.com