Marriott’s Autograph Collection expands to Europe

SPAIN Marriott International’s Autograph Collection is coming to Europe with the addition of four hotels in Spain.

The first four Autograph hotels in Europe are the 50-key AC Santo Mauro in Madrid, the 50-key AC Palacio del Retiro in Madrid, the 75-key AC Palacio de Santa Paula in Granada and the 102-key AC Baqueira Hotel & Spa in Baqueira. They will officially join Autograph in May.

The additions are part of the recently unveiled co-branding partnership between Marriott and AC Hotels. The joint venture includes the launch of a new brand, AC Hotels by Marriott—to be initially be comprised of up to 86 rebranded AC Hotels in Spain, Italy and Portugal—plus the four hotels joining Autograph.

“We are thrilled to expand our relationship with AC Hotels and to launch the Autograph Collection in Europe with such a dynamic and distinguished group of hotels,” says Amy McPherson, president and managing director of Marriott International in Europe. “Each of these properties offers a truly unique guest experience and fits perfectly within the positioning of the Autograph Collection. As we continue our ambitious growth, we expect the Autograph Collection will be a very popular conversion brand in Europe given the region’s variety of iconic and independent hotel groups.”

With the addition of these Autograph properties, the AC Hotels by Marriott portfolio and other projects in its Europe pipeline, Marriott is about a quarter of the way to its goal of doubling the number of rooms open or signed in Europe by 2015. 

Autograph Collection—a portfolio of independent hotels and resorts in the upper-upscale and luxury segments—debuted last year in the United States. The concept allows properties to maintain their independent positioning while benefitting from Marriott’s sales and marketing reach. There are currently 14 Autograph properties—most notable being The Cosmopolitan of Las Vegas—and Marriott expects to have nearly 40 Autographs by the end of this year.