Marriott International launched a new brand of hotels in the United States called the Autograph Collection. Under this new brand they plan to create a portfolio of distinct, independent hotels and resorts representing upscale luxury properties with distinctive personalities. Marriott has now brought the brand to Europe with four hotels in Spain. The hotels to come under the umbrella of new brand are AC Santo Mauro, Madrid, Spain, AC Palacio del Retiro, Madrid, Spain, AC Palacio de Santa Paula, Granada, Spain and AC Baqueira Hotel & Spa,Baqueira, Spain.
This has become possible due to an agreement for a joint venture between the hotels with a rich history and unique style and AC Hotels by Marriott. This will again be a new brand which will start with a portfolio of 86 rebranded AC hotels in Spain, Italy and Portugal plus the four hotels that have joined the Autograph Collection now. They will immediately have a base of 9,100 rooms in Europe.
Marriott has very ambitious plans for Europe and they have set a very tough target for themselves to be achieved by 2015. Autograph Collection and AC Hotels by Marriott are both initiatives in the right direction and they seem on track to achieve their ambitious targets in Europe. Autograph Collection is expected to do well in Europe as a conversion brand because the region has a variety of iconic and independent hotel groups who will see clear benefits in coming under the Marriott umbrella.