Marriott collections brands reach milestones, continue growth

Three of Marriott International’s portfolio of independent hotel brands have reached major milestons, with the opening of the 200th Autograph Collection hotel, the 120th Luxury Collection hotel and the 50th Tribute Portfolio hotel. Together, all three brands are on track to expand their global footprint with 24 new market entries in 2021.

“It shows the strength of the value proposition of these brands, where consumer is wanting this experiential type of travel and the owner is wanting to invest where there are returns, while still keeping their identities,” Jennifer Connell, VP/global brand leader of Autograph Collection and Tribute Portfolio with Marriott told Hotel Business. “These independent hotels are proud of the vision that they have and what they’ve created on property. To not be able to lose that, to take advantage of the experiential travel demand and then also to get what we bring from the Marriott Bonvoy lens, which is the strength of pipe and scale and loyalty, the 147 million loyalty members we have. It is just a perfect marriage where everybody gets the best of all worlds.”

In the current travel environment, data reflects that travelers continue to be interested in more individualized and experiential stays offered by hotels like those in the collections portfolio, the company reports. Research from Tripadvisor about consumer behaviors during the past year demonstrates quicker than average recovery in searches for hotels with the words “boutique,” “luxury,” “quaint,” “romantic” and “charming” in their description. Social listening research conducted on behalf of Marriott saw a significant year-over-year uptick in searches such as “architecture” and “tells a story” (155%); “piece of history” and “hotel” (100%); and “storytelling” and “building” and “design” (322%).

Autograph Collection
Autograph Collection was created in 2010 with just seven hotels. The brand’s compelling approach allows hotels to retain their independence, while enjoying all the benefits of being part of the Marriott Bonvoy suite of offerings, according to the compay. 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.

Fitting for a brand committed to restoring historic landmarks, the 200th Autograph Collection hotel is the former 16th Century Palazzo, Grand Universe Lucca, Autograph Collection, in Lucca, Italy.Known as the city of 101 churches, Lucca is set in the heart of Tuscany, at the foot of the Apuan Alps and less than half an hour’s drive from the Versilia Coast. The 55-guestroom boutique hotel has nine unique suites.

The Autograph Collection is expected to add 48 hotels to the collection before the end of the year. Slated to open in spring 2021 on Jackson’s historic Town Square, The Cloudveil, Autograph Collection in Jackson Hole, WY, will draw upon the town’s signature Western style

Muir, Autograph Collection, (meaning ‘the sea’ in Scottish Gaelic) is expected towelcome guests to a quintessential Nova Scotian experience in Halifax in summer 2021, with a ‘Born of this Place’ design mentality and waterfront views.

Located in the heart of Montreal, Humaniti Hotel Montreal is expected to open this spring as a beacon of modernity in one of North America’s most historic cities. The property will have 193 light-filled guestrooms and suites, distinct dining concepts celebrating Quebec’s famed culinary culture, a rooftop pool, spa, fitness center and more.

Looking to Europe, The Marmorosch, Autograph Collection in the Romanian capital of Bucharest is set on the site of a former palace and bank built at the end of La Belle Époque. The 217-rooms hotel will begin welcoming guests in early summer 2021.

In China, taking its inspiration from a distinctive landscape and unique history, Cast Nanjing, Autograph Collection, will pave the way to an original experience celebrating the radical juxtaposition of its locale, with an expected opening in spring 2021. Set on the site of a century-old cement factory, at this 110-room hotel guests will be invited to feel and experience “the contrast between concrete materiality and lush greenery in a space where history, nature and culture are infused into a vibrant and inspiring journey. Select rooms feature a private hot spring.”

Other locations where Autograph Collection expects to open its doors in 2021 include Singapore, Seoul, Berlin, Antwerp and Istanbul. Nineteen of Autograph Collection’s expected hotel openings in 2021 will be immersive getaways under Marriott’s new platform, All-Inclusive by Marriott International, in locations in Mexico, the Dominican Republic, Jamaica, St. Lucia, Antigua and Costa Rica.

Tribute Portfolio
Tribute Portfolio is a growing global family of independent characterful hotels, drawn together by their passion for captivating design and their drive to create vibrant social scenes for guests and locals alike, according to the company. The brand expects to continue its expansion in 2021 with 15 new properties planned for locations across the globe, taking the brand from the streets of Chattanooga to the beaches of Ibiza.

Tribute Portfolio will welcome its 50th hotel in March, when The Kinley Chattanooga, A Tribute Portfolio Hotel is expected to become the second Kinley hotel to join the portfolio.

This summer, Tribute Portfolio is expected to make its debut in Ibiza, Spain. Situated on the water’s edge and with a hidden oasis garden concept, Hotel Riomar, Ibiza, A Tribute Portfolio Hotel, where River (Rio) meets Sea (Mar).

Across the Pacific, The Hiyori Chapter, A Tribute Portfolio Hotel is slated to open in summer 2021 in Kyoto, Japan as the tenth Tribute Portfolio hotel in Asia. The 203-room hotel is located in Kawaramachi Nijo, on the banks of the Kamo River.

Other locations where Tribute Portfolio plans to welcome hotels to the portfolio in 2021 include Washington DC; Atlanta; Seville, Spain; and Shenzhen, China.

The Luxury Collection
A collection of unique and legendary properties, The Luxury Collection represents hotels that define the destination, offering authentic and indigenous experiences that evoke lasting and treasured memories.

The Luxury Collection is set to debut its 120th hotel, Matild Palace, A Luxury Collection Hotel, in Budapest this spring. The 130-room Matild Palace has a distinctive ambience representative of its Hungarian heritage. Developed under the patronage of Her Imperial and Royal Highness Maria Klotild of Saxe-Coburg and built in 1902 by famous Hungarian architects Kálmán Giergl and Flóris Korb, the iconic property is listed as a UNESCO world heritage site and is under monumental protection. MKV Design transformed the palace for today’s luxury traveler with Hungarian-influenced design elements and artwork referencing Budapest literature.

The Luxury Collection is on track to debut four new hotels in 2021, including its first-ever hotel in Tasmania with The Tasman, a Luxury Collection Hotel, in Hobart. Slated to open in fall 2021, the hotel will have 152 guestrooms and suites residing in repurposed heritage buildings in Parliament Square.

The brand is also set to expand its footprint in Asia this spring with Josun Palace, A Luxury Collection Hotel, in Seoul, South Korea. Originally built in 1914 as one of Korea’s first hotels, the property will have 254 guest rooms, five food & beverage outlets and a wellness club.

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