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We’ve been receiving a steady stream of news and tidbits over the past few months about the ever-growing portfolio of properties that are joining Marriott’s Autograph Collection (not to be confused with AC by Marriott).
Within the past month alone, properties that have fallen under the Autograph Collection umbrella are The Lexington (the Collection’s third property in New York), the Siena Hotel in North Carolina, the Castle Hotel in Florida, the Powerscourt Hotel in Ireland, The Prince Sakura Tower Tokyo, and—this just in—the not-yet-built Civic Hotel in Surrey, British Columbia. With its 50th hotel being announced later this month, this begs the obvious question: Is the Autograph Collection aiming to take over the world?
To get to the bottom of this, we approached Amanda Altree, VP of marketing for Autograph Collection, to give us the straight scoop.
After the consecutive openings of Aloft Brooklyn, Aloft Zhengzhou Shangjie, Aloft Haiyang and Aloft Coimbatore Singanallur, Aloft has now passed its 50th hotel milestone (52 to be exact). Though that number is way off from an original target made back in 2006, they don't seem to be slowing down anytime soon. The brand hopes to add another 20 hotels in just two years.
So what's their secret? Are they just interested in being the fastest chain to put up new properties around the world? As we saw yesterday, culture is an important part of any emerging brand. But are scalability and intellect two compatible qualities for a hotel to have?