Marriott Bringing European Design-Centric AC Hotels Brand into the Americas
Monday June 3rd, 2013 - 2:57PM B
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NEW YORK—Marriott International, Inc. later today at the NYU International Hospitality Investment Conference is slated to announce it is bringing its European design-centric AC Hotels by Marriott brand into North and South America.
The brand, which the company says is “inspired by the runways and fashion houses of Milan,” combines European style with an urban feel that reflects its properties' locations.
AC Hotels by Marriott currently has a portfolio of 79 hotels in Spain, Italy, Portugal and France, representing some 9,000 rooms. The brand was launched in 2011 as a joint venture between Marriott International and Spanish group AC Hotels, which was founded in 1998 by Antonio Catalán.
“By importing AC Hotels by Marriott into the U.S., 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 billion to $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.”
There are five AC Hotels in the company’s global development pipeline, and there is strong interest among owners in developing the brand in the North and South America, according to Marriott.
“Marriott has a strong track record for developing and growing brands,” said Tony Capuano, EVP/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 feature lobbies containing a curated collection of furnishings, modern patterns and textures with a layered tone-on-tone color palette of warm grays and soft charcoal accents that carries through to the guestrooms. Within the lobby, is the AC Lounge, serving small plates, cocktails, and a wide selection of wines and craft beers. There’s also a library that offers locally relevant reading and artifacts.
AC Hotels by Marriott will offer guests a full breakfast buffet and Wi-Fi throughout every property.
Guests and non-guests will be able to book spaces to work in the lobbies using Marriott’s Workspace on Demand powered by Liquidspace.
Tags: • Hospitality • Brands •
When you hear all the lodging industry projections for the months and years to come, much of the robust growth is forecast to be the result of the expected influx of travelers from China. In what could only be seen as good news for the industry, that expectation moved a little closer to reality when President Obama signed a visa waiver extension for Chinese travelers earlier this month.