Marriott International, Inc. (MAR: NYSE) launched today The Autograph Collection, a new brand within the company’s global portfolio comprised of upper upscale and luxury, independent, hotels with distinctive personalities in major cities and desired destinations worldwide. -
“The Autograph Collection will take the innovative approach of grouping these iconic hotels according to the unique experience that guests are seeking whether it’s a resort, historic hotel, boutique arts, or urban edge hotel in a dynamic gateway city,“ said Don Semmler, executive vice president of brand management for Marriott International. “Each hotel will be highly unique and distinct with its own identity, appealing to a growing segment of our customers who are looking for an experience that an independent hotel can deliver.”
There are currently plans to add approximately 25 hotels through 2010 with locations throughout the world. The Autograph Collection provides Marriott with another attractive platform for future global growth. The benefit to member properties includes tapping into Marriott’s industry-leading global reservations system, and powerful consumer outreach through its leading technology, and sales and marketing platforms which have helped build Marriott into one of the world’s leading hotel operators.
Marriott has been successful in developing brands across a wide spectrum of customer segments and each is uniquely positioned against a specific target segment. While there may be some cross selling opportunities, The Autograph Collection gives Marriott the ability to capture a broad audience that would not have typically considered a branded concept – appealing to guests who want to stay in independent hotels.
Each hotel will be required not only to meet Autograph’s discriminating product standards, but will also need to demonstrate continued high guest satisfaction and quality assurance scores to remain part of The Autograph Collection. In addition, each hotel will go through the same hotel and operator approval processes as other Marriott full-service hotels.
The Autograph Collection will be featured on Marriott.com and affiliated with Marriott Rewards, Marriott International’s award-winning guest loyalty program, where guests can earn points at more than 3,000 hotels in 68 countries.
Note: The statement about the number of new hotels to be added in 2010 and their locations is a “forward looking statement" within the meaning of federal securities laws, not a historical fact, and is subject to a number of risks and uncertainties, including the depth and duration of the current recession; supply and demand changes for hotel rooms; competitive conditions in the lodging industry; relationships with clients and property owners; the availability of capital to finance hotel growth and refurbishment; and other risk factors identified in our most recent quarterly report on Form 10-Q; any of which could cause actual results to differ materially from those expressed in or implied by our statement. This statement is made as of the date of this press release, and we undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.
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