Marriott enters Vegas Strip with Cosmopolitan’s Autograph signing

LAS VEGAS One of the most expensive hotels ever built is joining Marriott International’s Autograph Collection.

The US$3.9 billion Cosmopolitan of Las Vegas—slated to open in December as perhaps the last major development on the Las Vegas Strip for several years—has agreed to a deal with Marriott to leverage its powerful sales and marketing platform. Deutsche Bank-owned Cosmopolitan, which will have 2,995 guestrooms once it is fully completed next year, is otherwise unaffiliated.

The partnership will provide The Cosmopolitan access to one of the largest databases in the hospitality industry, while offering strong and established relationships in the group and convention markets.

“This opportunity creates a powerful partnership for The Cosmopolitan and the Autograph Collection by aligning interests, broadening market share and driving growth,” says John Unwin, CEO of The Cosmopolitan. “This platform enables us to build an iconic luxury brand at the heart of the Las Vegas Strip while simultaneously leveraging the seventh largest retail website in the world.”

Along with adding a high-profile jewel to its corporate portfolio, the deal gives Marriott a long-sought foothold on the Las Vegas Strip. The Cosmopolitan is the first Las Vegas hotel in Autograph Collection, which Marriott launched last year as a way for unbranded upscale and luxury hotels to maintain their autonomy while also tapping into Marriott’s global sales and marketing platform, along with the promotional advantages of the Marriott Rewards loyalty program.

“Marriott has been looking for some time for an iconic property in the heart of the Las Vegas Strip, and The Cosmopolitan exceeds our expectations for inspiring design, luxurious rooms and meeting space that will draw the world’s top customers year-round,” says Chairman and CEO Bill Marriott. “We’re very excited to be working with The Cosmopolitan’s ownership group and seasoned management team to raise the bar on the Las Vegas experience. Our new Autograph Collection delivers the power of our world-class sales engines while promoting the independence of The Cosmopolitan brand.”

The Cosmopolitan will also be featured as a partner hotel on The Ritz-Carlton website.

The mammoth luxury resort situated adjacent to CityCenter Las Vegas is the largest property in Autograph Collection and its first casino resort.