NEW YORK CITY-Working to reach out to Generation X and Generation Y travelers, Marriott International announced at the New York University International Hospitality Conference that it plans to import its AC Hotels—a brand in its European portfolio—to the United States and the remainder of the Americas.
Launched in 2011 as a joint venture between Marriott International and Spanish group AC Hotels, today AC Hotels by Marriott is comprised of 79 hotels in Spain, Italy, Portugal and France, spanning nearly 9,000 rooms. The collection of properties has particular appeal for the design-conscious, urban-appreciating travelers of younger generations, said Eric Jacobs, chief development officer, select service and extended stay hotels-North America, at the launch event.
“This is an opportunity to create a brand that's well-positioned for the next generation traveler,” he said. “As we say in one of our taglines for AC Hotels, 'stylish hotels for urban spirits.'”
Added Brian King, global brand officer, Marriott endorsed brands, in the announcement, “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,”he said. “We have identified an industry void among consumers who are connected, communal and curious, with an urban spirit, and who desire a design-focused hotel brand that is widely distributed.”
Eager to give a crowd of journalists and revelers a sense of the brand's potential scope, Marriott president and CEO Arne Sorenson said, “we're in discussion on a couple of dozen hotels.” He added though, “we don't know for sure if they'll happen, depending on legal problems.” The announcement stated that there are five AC Hotels by Marriott in the pipeline, though it wasn't clear if any of those would be in the Americas.
Added Tony Capuano, EVP and chief development officer, Marriott global development, in the release, “Our 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.”
The select service chain will be “cost efficient” Sorenson added, while Jacobs noted the high degree of interest from builders. “We have started to talk to the development community and there's been a mad rush of opportunity.
Sorenson stressed the value of such a brand. “We live in a borderless world,” he said.
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Rayna Katz
Rayna Katz is a seasoned business journalist whose extensive experience includes coverage of the lodging sector, travel and the culinary space. She was most recently content director for a business-to-business publisher, overseeing four publications. While at Meeting News, a travel trade publication, she received a Best Reporting award for a story on meeting cancellations in New Orleans during Hurricane Katrina.
