Marriott International revealed growth targets for its portfolio of independent hotel brands, reflecting rising demand for locally inspired, personalized stays.
The company expects its three independent collections — The Luxury Collection, Autograph Collection and Tribute Portfolio — to expand by 20 percent in 2017 and by 50 percent by 2019.
“Size, scale and choice really do matter in the complicated distribution environment that we are in,” said Stephanie Linnartz, executive vice president and chief commercial officer at Marriott International. “Independent hotels are an invaluable part of our portfolio, because they make our loyalty program more compelling, our sales efforts more effective and our overall hotel portfolio even more attractive to guests.”
Autograph Collection, launched in 2010, was brought together with The Luxury Collection and Tribute Portfolio after Marriott’s merger with Starwood. The combined group now encompasses more than 240 independent hotels across three brands, each offering a distinct and deliberate point of view. Marriott plans to add over 40 collection properties this year, extending the portfolio across 50 countries and territories.
Each collection serves a different guest need. The Luxury Collection showcases hotels that define their destinations and deliver full luxury experiences. Autograph Collection presents a curated set of independent properties chosen for their rich character and distinctive details. Tribute Portfolio captures an indie spirit, with hotels notable for captivating design and lively social spaces.
Together, these brands help Marriott balance global reach with local authenticity, giving travelers more choice while strengthening the company’s loyalty and distribution advantages. As travelers continue to seek authentic, place-based experiences, Marriott’s investment in independent brands positions it to meet that demand while growing its worldwide presence.