Marriott International, Inc. has announced it will import its design-focused, Europe-launched AC Hotels by Marriott brand into the U.S. and the rest of the Americas.
According to Marriott International, the brand is inspired by the runways and fashion houses of Milan and features simple, clean and crisp lines which marry European style with approachable design to provide a modern urban feel. Each hotel is designed to reflect 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 Catalan. 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 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-$35 billion,” says Brian King, global brand officer for 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,” adds King.
According to Marriott International, 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 Marriott International says there is strong interest among owners in developing the brand in North and South America.
“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,” says Tony Capuano, executive vice president and chief development officer for Marriott Global Development.
According to Marriott International, AC Hotels by Marriott will sit in the upper-moderate lodging tier and will add to the hotel giant’s emerging supply of lifestyle brands. These include the recently announced moderately priced Moxy Hotels in Europe.
AC Hotels by Marriott feature lobbies containing a collection of inviting furnishings, modern patterns and texture along 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, the AC Lounge serves small plates, cocktails, and a wide selection of wines and craft beers. Guests can work or relax in the library, which features wide tables and serves as the hotel’s business center as well. The library also offers locally relevant reading and artifacts.
Wi-Fi 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. For more information on AC Hotels by Marriott, visit www.marriott.com/ac-hotels/travel.mi.
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