Marriott to expand its collection brands' global footprint

Hotel EMC2, Autograph Collection, Chicago

Marriott International showcased its new independent hotel platform today at the NYU International Hospitality Industry Investment Conference in New York. The global expansion strategy is focused on offering consumers a range of local hotels and owners a lever to maximize returns while retaining their hotel's individuality. 

With the acquisition of Starwood Hotels & Resorts Worldwide in 2016, Marriott now has a portfolio of more than 6,100 properties in 30 hotel brands spanning 124 countries and territories. But the new plan focuses on the more than 240 hotels in three distinctive collection brands: The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio. The company plans to grow its collection brands by nearly 50 percent by 2019. In 2017, the three brands are expected to grow 20 percent, including the opening of more than 40 collection properties across the globe. 2017's growth is expected to expand the portfolio to 50 countries and territories. "We're seeing increased demand for Marriott's collection brands given consumers' desire to stay at properties with unique stories and independent hotel owners realizing that Marriott's size and scale can drive significant value to their properties," Tony Capuano, EVP and global chief development officer at Marriott International, said in a statement. 

Through Marriott's collections brands, independent hoteliers can leverage Marriott's loyalty and distribution channels to attract high-value guests while new technology, global negotiating power and shared services drive efficiencies. Today, Marriott's combined loyalty platform, which includes Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest, has more than 100 million members. "Independent hotels are an invaluable part of our portfolio, because they make our loyalty program more compelling, our sales efforts more effective and our overall hotel portfolio even more attractive to guests," Stephanie Linnartz, Marriott's EVP and chief commercial officer, said in a statement.

Virtual Event

Hotel Optimization Part 3 | January 27, 2021

With 2020 behind us and widespread vaccine distribution on the horizon, the second half of the new year is looking up, but for Q1 (and most likely well into Q2) we’re very much still in the thick of what has undeniably been the lowest point of the pandemic. What can you be doing now to power through and set yourself up for a prosperous 2021 and beyond? Join us at Part 3 of Hotel Optimization – A Virtual Event on January 27 from 10am – 1:05pm ET for expert panels focused on getting you back to profitability.

The Luxury Collection 

The Luxury Collection is scheduled to debut in three countries this year. It will also open its first ski resort: Cristallo, a Luxury Collection Resort & Spa in Cortina, Italy, and Hotel Talisa, a Luxury Collection Resort in Vail, Colo. Paul Wischermann, president of Wischermann Partners, said in a statement, "The success we've enjoyed over the years with our Minneapolis property Hotel Ivy, a Luxury Collection Hotel, in fact, prompted us to search for additional development opportunities nationwide. Now that The Luxury Collection is part of Marriott International, we expect it will benefit from Marriott's dedicated luxury sales team, which offers size, scale and understanding of the luxury hotel landscape." 

Launched over 20 years ago, The Luxury Collection has more than 100 hotels open in more than 30 countries and territories. It includes The Gritti Palace in Venice, Italy, and Santa Marina, a Luxury Collection Resort in Mykonos, Greece.

The Gritti Palace, a Luxury Collection Hotel, Venice, Italy

Autograph Collection Hotels 

Autograph Collection's new openings are expected in China and Malaysia in 2017 and South Korea in 2018. In North America, the brand has signed 47 hotels, which are expected to open in the next few years. "Teaming with Marriott gives our new property in downtown Chicago—Hotel EMC2, Autograph Collection—the ability to reach the most discerning global traveler who seeks out one-of-a-kind hotel stays. With the power of Marriott supporting this property, we expect we'll see a meaningful improvement to the hotel's bottom line for years to come," Scott Greenberg, president of SMASHotels, said in a statement.

Launched in 2010, Autograph Collection Hotels has nearly 120 hotels open in nearly 30 countries and territories. The brand includes French Leave Resort, a 20-room hideaway in the Bahamas; Boscolo Prague, a 19th-century neoclassical palace in the Czech Republic; and The Cosmopolitan of Las Vegas, a 3,000-room luxury high rise on the Vegas Strip. 

Tribute Portfolio 

Tribute Portfolio has 14 signed hotels in the pipeline. The brand has signed and begun construction of The Wick hotel in Hudson, N.Y., opening this fall. The Wick will be converted into a full-service boutique hotel from a 1860s candle and soap manufacturing facility. Tom Rossi, principal at Redburn Development, said in a statement, "Tribute Portfolio will help us provide our guests with a unique experience and allow us to unlock the global strength of Marriott and its award-winning loyalty programs."

Launched in 2015, Tribute Portfolio's global footprint spans Europe, South America, Asia Pacific and North America with 20 operating hotels.