New franchise chain to partner with independent hotels
Marriott International plans to launch a new brand called the Autograph Collection that will cater to customers who prefer independent, high-end hotels, The Washington Post reports. The Collection concept will allow independent hotels, many of whom have lost business in the recession, to maintain their character while using Marriott's extensive reach to bring in more customers and cut costs. Marriott, with 3,200 properties worldwide, will operate the new hotels as franchises.
“We can help them save money on food, beverage, supply discounts, credit card fees and third-party online bookers,” Don Semmler, Marriott's executive vice president of brand management, told the Post. The company said it is in negotiations with 25 hotels to become franchisees by the end of 2010.
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