Marriott’s Autograph signings centre on America

Pictured: Plaza San Antonio Hotel & Spa, Autograph Collection. Image © Marriott International
Marriott International’s premium brand, Autograph Collection, is continuing to go from strength to strength with its North American focus.

The soft brand comprises a global collection of distinctive independent hotels carefully crafted to leave a lasting imprint.

As it stands

Currently, Marriott has 284 Autograph Collection sites on its books across more than 45 countries and territories.

Over half of the current portfolio is in North America, topping the territory stakes with 148 sites. Europe is next on the operational list with 71 properties, with Central America and the Caribbean in a distant third on 26. Asia Pacific follows with 23 hotels, with other regions in single figures, numbering Middle East on seven, Africa on four, South America on three and Oceania on two.

Brand overview

Autograph Collection Hotels advocates for the original, championing the individuality of each of its sites.

Each hotel is a product of passion, inspired by a clear vision, soul, and story that makes it individual and special. Hand-selected for their inherent craft and distinct perspectives on design and hospitality, Autograph Collection properties offer rich immersive moments that are aimed at leaving a lasting imprint.

Soaring signings

While Marriott hasn’t specified exact signing statistics for the brand, it did recently reveal that its trio of collections, The Luxury Collection and Tribute Portfolio alongside Autograph Collection, represented 30% of the group’s global conversion rooms signed in 2022, with over 6,000 rooms inked.

According to THP data there are at least 40 further Autograph Collection projects in the pipeline, equating to at least 8,134 rooms in the offing. The vast majority of these (26 sites) are actually newbuildings, with only six refurbishments listed, five conversions and three extensions.

American accession

THP’s records show that at least 21 North American sites will help to push the collection’s global total to over 300 properties. Second in the continental list is Asia with 13 projects, followed by Europe with four and Africa and South America on one each.

The USA heads the individual country line-up with at least 13 hotels, while Georgia has four and UAE is third on three. Only the Georgian capital of Tbilisi has more than one site, city-wise, with two planned properties.

In terms of opening rate, this should remain steady over the next couple of years, with at least 17 planned this year and another 13 for next. Five more will join the portfolio in 2025 and a further two in 2026. The remaining three are yet to be designated a delivery date.

US additions

Among the US projects to look out for is one to turn the former Otis Hotel into Plaza San Antonio Hotel & Spa, Autograph Collection, which will bring the luxury soft brand to San Antonio in Texas for the first time. The 253-room hotel will boast oversized guest suites with modern amenities, in addition to repurposed historic buildings that will be home to a new day spa, as well as bungalow suites.

Plus in Ann Arbor, Michigan, The Vanguard Hotel, Autograph Collection is taking shape, ready for completion in Q4 2024. The 188-key property will feature interiors by DLR Group, pairing contemporary finishes with a historic travel design influence. An onesite French Brasserie, bar and restaurant will take inspiration from Parisian cafés.

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