Marriott International bringing its AC Hotels brand to the US and Americas
Almasalla Travel News – Marriott International is bringing its AC Hotels brand to the U.S. and Americas to fill what it believes is an industry void among millennial consumers.
The brand, which currently has a portfolio of 79 hotels in Spain, Italy, Portugal and France, will launch in such metropolitan markets as New York, Miami and San Diego, said Brian King, global brand officer, Marriott Endorsed Brands.
“The millennial guest is looking for an urban vibe and feel,” he said. The first hotel will open no later than the fourth quarter of next year, with a first market announced within 90 days.
Marriott recently completed a yearlong study whose results uncovered that millennials are collaborative, communal and design conscious.
“They think good style and design is for the masses,” said King, adding that it AC Hotels fills such a niche. The brand will feature a decidedly Spanish design element with curated, crafted, communal lobbies boasting tone-on-tone palettes. “I think the AC Lounge will definitely be unique,” said King, “with small plates and a limited but great selection of wines.”
Guests can work or relax in the library, which doubles as a business center. AC Hotels by Marriott, an upper moderate tier lifestyle hotel 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 to $35 billion,” said King.
There are currently five AC Hotels by Marriott in the company’s global development pipeline, and Marriott said there is strong interest among owners in developing the brand in the North and South America.
Source : caribbeannewsdigital.com
