Marriott International Imports its European AC Hotels by Marriott Brand into the Americas

    150 150 Daniel Fountain
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    Recently, at the NYU International Hospitality Investment Conference in New York, Marriott International, Inc. announced it will import its popular design-focused AC Hotels by Marriott brand into the US and the rest of the Americas. The brand inspired by the runways and fashion houses of Milan, features simple, clean and crisp lines, marrying sophisticated European style with approachable design for a distinctly urban feel. Each hotel reflects the uniqueness and character of its location. AC Hotels by Marriott was launched in 2011 as a joint venture between Marriott International and Spanish group AC Hotels, which was founded in 1998 by Antonio Catalán. Today, AC Hotels by Marriott has a portfolio of 79 hotels in Spain, Italy, Portugal and France, encompassing nearly 9,000 rooms.

    “By importing AC Hotels by Marriott into the US, we believe we can increase Marriott’s overall market share among younger business travelers who make three or more business trips a year, representing a total market size of $31 – $35 billion,” said Brian King, global brand officer, Marriott Endorsed Brands. “We have identified an industry void among consumers who are connected, communal and curious with an urban spirit and desire a design-focused hotel brand that is widely distributed.”

    AC Hotels by Marriott has extremely high brand recognition in Spain and is among the 50 best valued brands within that market. There are currently five AC Hotels by Marriott in the company’s global development pipeline, and there is strong interest among owners in developing the brand in the North and South America.

    “Marriott has a strong track record for developing and growing brands,” said Tony Capuano, executive vice president and chief development officer, Marriott Global Development. “Our experienced owners and franchisees are highly enthusiastic about the growth potential of this unique, design-focused brand for new construction, conversions and adaptive re-use opportunities.”

    AC Hotels by Marriott, which will sit in the upper moderate lodging tier, will add to the company’s emerging supply of lifestyle brands that includes the recently announced moderately priced MOXY HOTELS in Europe. AC Hotels by Marriott feature lobbies containing a curated collection of inviting furnishings, modern patterns and textures that feel museum-like with a layered tone-on-tone color palette of warm greys and soft charcoal accents that carries through to the guest rooms. Within the lobby, guests can enjoy the AC Lounge, serving small plates, cocktails, and a wide selection of wines and craft beers. Guests can retreat to work or relax in the library with its wide tables that serves as the business center as well. The library also offers locally relevant reading and artifacts. WiFi throughout every AC Hotels by Marriott property will be free. Guests and non-guests will be able to book spaces to work in the lobbies using Marriott’s Workspace on Demand powered by Liquidspace. AC Hotels by Marriott will offer guests a full breakfast buffet.

    Daniel Fountain / 22.06.2013

    Editor, Hotel Designs


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