Marriott has announced a new hotel 'brand' called 'The Autograph Collection' made up of individual hotels which won't actually be branded as Marriott hotels.

These hotels will probably be high-end hotels, be it newer, modern boutique hotels, or older historic hotels which are not affiliated with any major chain.

I don't expect to see any new-builds under this brand, unless it's a hotel that was never opened due to the economy and now may be able to because of the affiliation with Marriott.

The benefits for those hotel owners is the ability to tap into Marriott's excellent supply chain, taking advantage of the discounts that Marriott gets because of its large buying power. The real benefits that will put actually put more heads in beds is allowing guests to earn or redeem Marriott Rewards points for their stays as well as the exposure the hotel will gain by being part of Marriott's reservation system.

It's interesting that Marriott would choose to go this route – historically Marriott prefers to heavily brand their properties and supply each property with plenty of Standards and Procedures.

Although hotels in the Autograph Collection will still have to meet certain criteria to be part of the group, they are not requiring every hotel to have the same type of sheets or serve the same type of breakfast selections as you'd find in a Courtyard or Marriott.

I really dont see any major downside to this new "Brand" but I think it will be interesting to see how many people will stay at an Autograph Collection hotel when all they were looking to do was stay at a Marriott or Courtyard. Marriott has owned Ritz-Carlton for years, and has not really integrated Ritz Carlton's marketing and reservations with that of Marriott's. I think the reason being that associating Ritz Carlton so close with Marriott may cheapen the brand.

On the other hand, I can see a hotel which is part of the Autograph Collection emphasizing its affiliation with Marriott – giving a guest who has otherwise never heard of the hotel enough trust (via the Marriott affiliation) to stay at the hotel.

Marriott is saying that they will have at least 25 hotels under the brand by the end of 2010; I'm really interested to see what these hotels will be like.

Will the Autograph Collection be similar to Starwood's Luxury Collection – very high-end properties in spectacular locations – or will it hold it's own and have a unique mix of everything from 50 room modern boutique hotels, to 200-year-old historic properties?

We'll have to see.

andrew@alconic-inc.com

Andrew Calvo is a 26 year old Commercial Real Estate Advisor in New Jersey. I live in Tinton Falls, NJ. This blog is about my passions - primarily hotels, commercial real estate, and development, etc.

Since I have been in High School I've had numerous jobs, but the field which has always interested me is Real Estate, Hotel Development and Construction. I consider myself a zealot in that area - I try to absorb as much as I possibly can, take the experiences that I learn, or read about and use them in my life. 

www.passionsofazealot.com