Marriott International is rolling out a new brand, the Autograph Collection, which the company said will be used to convert between 25 and 30 domestic and international full-service hotels during the next year.
NEW YORK—Marriott International is launching a new brand called Autograph Collection that will be used for conversion of 25 to 30 full service hotels during the next year.
Domestic and international hotels would both be included under the Autograph name, group president Robert McCarthy said.
“It will not have the same consistent quality standards of other Marriott brands, but all hotels would have a minimum standard of quality,” he said at a breakfast sponsored by the Cornell University School of Hotel Administration.
McCarthy added he believes financial difficulties faced by many independent properties will make the properties ripe for conversion to the new brand.
A call to Marriott was not immediately returned.