Autograph_Collection_Hotels

Autograph Collection

Autograph Collection

Group of hotels within the Marriott International portfolio

Not to be confused with autograph collecting.

Autograph Collection is an American group of independent upper-upscale to luxury hotels within the Marriott International portfolio. The properties are independently owned and operated under the Autograph Collection name.

Quick Facts Industry, Founded ...

History

Hotel Atlantic in Hamburg, Germany
Schloss Lieser in Germany

To grow in the post-2008 economic downturn, Marriott, known for its rigid uniformity, was willing to relax this stipulation to draw independent unique hotels to its network of franchised properties.[2] In 2010, Marriott approached Richard Kessler, an independent hotelier and former CEO of Days Inn, to incorporate the seven Kessler boutique properties into its system, under a yet unnamed new brand.[3]

In 2006, Kessler had dropped the Westin brand affiliation from his downtown Orlando hotel to operate independently.[4] Initially reluctant, Kessler came to an acceptable arrangement.[3] The hotels would operate autonomously, keeping their names and identities.[4] The Autograph Collection launched that year, with the Kessler properties forming the bulk of the hotel inventory.[3] This freedom may seem unfair to branded properties, sometimes subject to intransigent brand standards or extra fees, but the difference is that these independents bear the cost of creating their own brand identities from scratch.[5]

The new name highlighted not a brand, but a collection of hotels.[5] The Leading Hotels of the World, targeting high-end customers looking for unique hotel experiences, had long dominated this market.[6] Not displaying the Marriott branding or Marriott booking engine on the Autograph website, not only emphasized the unique experiences of these independent hotels,[7] but also shielded the hospitality giant's various brands from fallout should the venture fail.[4]

The selection included historical landmark buildings rejuvenated into the 21st century, but offering a hotel experience far different from a normal “cookie-cutter” property.[6] The collection sought hotels that possessed an element of authentic local flavor and cultural distinction to provide guests with an enriching stay. The experience itself, and service, replaced the traditional definitions of luxury, such as the number of bathroom fixtures and thread count of the bed sheets and drapes.[3] In addition to displaying hotels by location, guests could search the website by specifying unique preferences, such as culinary, historic exploration, arts, family, sports and urban.[7]

Over time, the growth emphasis shifted from adding existing properties to proposals and new builds that incorporated the desired features.[8]

Whereas advantageous in a buoyant economy, during a downturn, the backing from the diverse customer base of a big brand might be a savior.[9] Major soft brands launches were Ascend by Choice (2008), Autograph by Marriott (2010), Curio by Hilton (2014), Best Western Premier (2014), Unbound by Hyatt (2016), and Trademark by Wyndham (2017). Marriott continues to promote growth in its three soft brands, The Luxury Collection, Tribute Portfolio, and Autograph.[6]

To the guest, a soft brand hotel possesses the distinctive identity, design style, and regional flair of a leading independent property. To the hotelier, it accesses the global marketing channels, customer loyalty rewards program, staff training model, seamless back-of-house operational standards, and new technologies, provided by Marriott or its rivals. In addition, the major online travel booking sites charge 15 to 30 percent commission. However, larger companies like Marriott use their market power to negotiate the lowest rates from those agents.[10] Twelve months after a conversion to the Autograph Collection, independent hotels have experienced an average RevPAR percentage increase of 19.8 percent and an average RevPAR index percentage change of 12.5 percent.[5]

In January 2017, Autograph began the Independent Film Initiative at the Sundance Film Festival with the Autograph Collection Hotels & The Black List Sundance Social Space. The Annual Black List is a comprehensive list of strong screenplays that require financing. Autograph has its own indie film channel for hotel guests.[11] The Autograph Collection Short Film Award was created to discover new talent and accelerate the development of independent filmmakers.[12] Furthermore, Autograph provides a complimentary one-week hotel stay to chosen writers as an opportunity to develop their work.[13]

The Autograph Collection comprises a portfolio of 4- and 5-star properties that have ranged from a 15-room boutique hunting lodge in the Colorado mountains to the 3,400-room Atlantis Resort on Paradise Island, The Bahamas.[14]

Accommodations

Historical

More information Year, Type ...

From 2015

More information North America, Europe ...

Properties

As of June 30, 2020, the Autograph Collection consisted of 199 hotels in over 32 countries, with another 95 hotels with 16,941 rooms in its pipeline.[1]

Australia

Azerbaijan

  • Park Chalet, Shahdag in Qusar
  • Pik Palace, Shahdag in Qusar

The Bahamas

Belgium

Belize

Brazil

British Virgin Islands

Canada

  • Civic Hotel, Surrey, BC
  • The Algonquin Resort St. Andrews By-The-Sea, St Andrews, NB
  • The Kananaskis Mountain Lodge, Kananaskis Village, AB
  • The Hotel Saskatchewan, Regina, SK
  • The DOUGLAS, Vancouver, BC
  • Humaniti Hotel Montreal by Autograph Collection, Montreal, QC
  • Muir Hotel, Halifax, NS
  • The Pearle Hotel & Spa, Burlington, ON

China

  • Flow and Co. Qingdao in Qingdao
  • Nanjing Jiangning in Nanjing
  • The Shanhaitian Resort in Sanya
  • The Sifang Hotel Nanjing in Nanjing

Colombia

Costa Rica

  • The Hotel Punta Islita in Guanacaste
  • El Mangroove, Gulf of Papagayo
  • Planet Hollywood Costa Rica, Gulf of Papagayo

Dominican Republic

  • Hideaway at Royalton Punta Cana in Punta Cana
  • Royalton Bavaro in Punta Cana
  • Royalton Punta Cana in Punta Cana
  • Royalton Splash Punta Cana in Punta Cana

Estonia

Finland

France

  • The Hotel de Bourgtheroulde in Rouen
  • The L'Hermitage Gantois in Lille
  • La Caserne Chanzy Hotel & Spa in Reims
  • La Maison Rouge Hotel & Spa in Strasbourg

Georgia

  • Paragraph Resort & Spa Shekvetili, Autograph Collection in Shekvetili

Germany

Greece

Grenada

Hungary

Indonesia

  • Amarterra Villas Nusa Dua in Bali
  • Sari Pacific Jakarta in Jakarta
  • The Stones Legian in Bali

Ireland

Israel

Jamaica

  • Hideaway at Royalton Blue Waters in Montego Bay
  • Hideaway at Royalton Negril in Negril
  • Grand Lido Negril Au-Naturel in Negril
  • Royalton Blue Waters Montego Bay in Montego Bay
  • Royalton Negril in Negril

Japan

Kenya

Malaysia

Mexico

  • Hacienda del Mar Los Cabos in Los Cabos
  • The Royalton Splash in Cancún[30]
  • The Royalton Riviera in Cancún
  • The Hideaway at Royalton Riviera in Cancún
  • The Royalton CHIC in Cancún
  • Planet Hollywood Adult Scene in Cancún

Netherlands

Panama

Poland

Portugal

Qatar

Romania

  • The Marmorosch Bucharest in Bucharest

Singapore

  • Duxton Reserve Singapore
  • Maxell Reserve Singapore

South Africa

South Korea

  • The Plaza in Seoul
  • RYSE Hotel in Seoul
  • GRAVITY Seoul Pangyo in Seongnam, Gyeonggi
  • Hotel Onoma in Daejeon

Spain

Switzerland

  • Grand Hotel Suisse Majestic in Montreux
  • Kameha Grand Zürich in Zürich
  • Neues Schloss Privat Hotel Zürich in Zürich
  • The Hotel Lucerne in Lucerne
  • Waldhaus Flims Wellness Resort in Flims

Tanzania

  • Le Mersenne Zanzibar in Pingwe

Thailand

Trinidad and Tobago

Turkey

  • Adahan DeCamondo Pera in Istanbul
  • Orient Occident Hotel Istanbul in Istanbul
  • Burdock Hotel Istanbul in Istanbul
  • The Sofa Istanbul in Istanbul
  • The Orientbank in Istanbul

United Arab Emirates

  • The Habtoor Grand Resort in Dubai
  • The La Ville Hotel City Walk in Dubai
  • The Lapita Resort in Dubai

United Kingdom

United States

United States Virgin Islands

  • Morningstar Buoy Haus Beach Resort at Frenchman's Reef in Saint Thomas

Vietnam

References

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