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June 5, 2017

At NYU Conference, Marriott Lays Out Plan to Grow Collection Brands


At the NYU International Hospitality Industry Investment Conference in New York, Marriott charted the latest in its expansion strategy, including a plan to increase its three collection brands -- The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio – by nearly 50 percent by 2019. 

Each collection brand has a clear point of view while offering owners design and programming flexibility to bring the local destination to life, Marriott said. The Luxury Collection, which is part of Marriott's Distinctive Luxury brand portfolio, aims to represent hotels that define the destination and provide the full luxury experience, both in terms of the distinctive qualities of the physical hotel and property and service. The Autograph Collection Hotels brand is part of Marriott's Premium Distinctive brand portfolio of upper upscale, full-service lifestyle hotels and aims to offer a portfolio of independent hotels around the world. Tribute Portfolio, which also sits in the Premium Distinctive brand group, aims to offer hotels with an indie-spirit with distinctive design and social spaces. Marriott is focused on differentiating among the collections by giving each a distinct personality and curating the hotels within each portfolio to speak to a specific customer expectation, the company said.

In 2017, the three brands are expected to grow 20 percent – which includes opening over 40 collection properties across the globe. This year's growth is expected to expand the portfolio's distribution to 50 countries and territories.

Through Marriott's collections brands, independent hoteliers can leverage Marriott's loyalty and distribution channels. Today, Marriott's combined loyalty platform, which includes Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest, has over 100 million members.  

Launched over 20 years ago, The Luxury Collection has more than 100 hotels open in over 30 countries and territories, including properties ranging from The Gritti Palace in Venice to Santa Marina, a Luxury Collection Resort in Mykonos. The brand is scheduled to debut in three countries this year, as well as open its first ski resorts – Cristallo, a Luxury Collection Resort & Spa in Cortina, Italy, and Hotel Talisa, a Luxury Collection Resort in Vail, Colorado.

Launched in 2010, Autograph Collection Hotels has been one of Marriott's fastest growing full-service brands. With nearly 120 hotels open in nearly 30 countries and territories, new openings are expected in China and Malaysia in 2017 and South Korea in 2018. The momentum in North America is especially strong with 47 signed hotels in the pipeline that are expected to open in the next few years, Marriott said.

The brand includes a wide array of hotels and resorts including French Leave Resort, a 20-room hideaway on the pink sand beaches of the Bahamas, Boscolo Prague, a 19th-century neoclassical palace and The Cosmopolitan of Las Vegas, a 3,000-room luxury high rise on the Vegas Strip.

Launched in 2015, Tribute Portfolio has 20 open hotels, with 14 signed hotels in the pipeline and a global footprint spanning Europe, South America, Asia Pacific and North America.

Most recently, Tribute Portfolio announced the signing and groundbreaking of The Wick hotel, located in Hudson, New York, and scheduled to open this fall. The Wick, originally built in the 1860s as a candle and soap manufacturing facility, will reemerge as a full-service boutique hotel with design details that evoke the spirit of Hudson.

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