2010
150
$92,612,630
$100,000
$106,898,430
No
Autograph Collection Hotels, a distinguished brand under Marriott International, offers a unique franchise opportunity for investors seeking to enter the luxury hospitality sector. Launched in 2010, the brand encompasses a curated portfolio of independent, upper-upscale to luxury hotels that retain their individual identities while benefiting from Marriott's global reach and operational excellence. With over 150 properties worldwide, Autograph Collection Hotels provides franchisees with access to Marriott's renowned Bonvoy loyalty program, comprehensive reservation systems, and a robust support network, ensuring a competitive edge in the dynamic hospitality market.
Why Invest in this Franchise?
Brand Recognition: Leverage Marriott's prestigious reputation and global marketing reach.
Unique Market Positioning: Offer guests distinctive, locally inspired experiences within a luxury setting.
Operational Support: Benefit from Marriott's extensive training, operational systems, and supply chain efficiencies.
Revenue Potential: Capitalize on the growing demand for boutique luxury accommodations.
Loyalty Program Access: Attract a broad customer base through the Marriott Bonvoy program.
Established Year:
Autograph Collection Hotels was launched in 2010 by Marriott International as part of its strategy to diversify its portfolio and tap into the growing boutique and independent luxury hotel market.
Founders and Ownership:
The brand was initiated by Marriott International, a global hospitality giant headquartered in Bethesda, Maryland, USA. It operates under a franchise model, meaning individual hotel owners invest in and operate properties while following brand standards and benefiting from Marriott's systems and support.
Brand Journey & History:
2010: Launch of Autograph Collection Hotels, focused on unique, independent properties with distinctive designs and experiences.
2010–2015: Rapid growth, establishing a foothold in major U.S. cities and resort destinations.
2015–Present: Expansion to over 150 properties worldwide, offering travelers boutique-style experiences with the reliability of Marriott’s global infrastructure.
The brand emphasizes individuality, allowing each hotel to maintain its unique identity and story, while being part of a globally recognized loyalty program (Marriott Bonvoy).
Franchise Units:
Over 150 locations worldwide, with a strong concentration in the United States, especially in metropolitan areas and high-demand tourist destinations.
Market Presence in the USA:
Autograph Collection has a solid presence in key U.S. markets, including New York, Los Angeles, Miami, Chicago, and resort destinations like Hawaii and Florida.
The brand targets travelers seeking luxury, boutique experiences with personalized services, catering to business travelers, couples, and vacationing families.
Industry Category:
Luxury Boutique Hotels / Upscale Hospitality
Operates in the hospitality and tourism industry, specifically targeting travelers looking for premium, unique, and experience-driven accommodations.
Other Information:
The Autograph Collection is positioned as a “soft brand” within Marriott, meaning hotels can retain their distinct identity while accessing Marriott’s global systems and marketing.
It appeals to investors who want high-end market positioning without the constraints of a fully standardized hotel brand.
Marriott International offers a comprehensive, multi-phase support system to ensure that Autograph Collection Hotels franchisees can successfully launch and operate their properties. This support covers pre-launch, operational, marketing, academic, and ongoing assistance, giving franchisees the confidence and tools to thrive in the luxury hospitality market.
Before opening a hotel, franchisees receive extensive guidance to ensure smooth preparation and brand compliance:
Site Selection & Feasibility Studies: Assistance in identifying prime locations with strong market potential, analyzing local demand, competition, and financial viability.
Design & Construction Consulting: Guidelines and support to create a property that reflects the Autograph Collection brand standards while preserving the hotel’s unique identity.
Operational Planning: Advice on staffing, supply chain management, and hotel layout to optimize efficiency and guest experience.
Regulatory Compliance: Support in navigating permits, licenses, and local regulations.
Once the hotel is ready to operate, franchisees receive tools and systems to run the property efficiently:
Proprietary Systems Access: Marriott’s reservation, property management, and revenue management systems streamline bookings, reporting, and guest services.
Operational Manuals & Standards: Detailed guidance on maintaining service quality, cleanliness, and brand consistency.
Staffing & Human Resources: Assistance in hiring, training, and retaining qualified hotel personnel.
Franchisees benefit from Marriott’s global and regional marketing power:
National & Local Campaigns: Inclusion in Marriott’s advertising, promotions, and loyalty programs.
Marriott Bonvoy Loyalty Program: Access to millions of Marriott Bonvoy members, driving bookings and repeat guests.
Digital & Social Media Support: Guidance on website management, online reputation, and social media marketing.
Public Relations: Assistance in promoting the hotel through media coverage, press releases, and brand storytelling.
Marriott provides structured education and training programs to ensure franchisees and staff deliver exceptional guest experiences:
Brand Orientation: Training on the Autograph Collection’s philosophy, brand standards, and unique positioning.
Operational Training: Courses for hotel managers and staff covering guest services, housekeeping, front desk operations, and food & beverage management.
Management Development: Programs to enhance leadership, financial management, and business decision-making.
Franchisees receive continuous assistance to maintain and improve performance:
Regular Audits & Evaluations: Brand compliance inspections and operational assessments to ensure high standards.
Continuous Improvement Programs: Guidance on enhancing guest satisfaction, operational efficiency, and profitability.
Technical Support: Helpdesk support for Marriott’s systems, troubleshooting, and software updates.
Networking & Community: Opportunities to connect with other Autograph Collection franchisees to share best practices.
Investing in an Autograph Collection Hotels franchise requires a combination of financial capability, business experience, and passion for hospitality. The brand is positioned in the luxury boutique hotel segment, so franchisees must be committed to delivering exceptional guest experiences while maintaining operational excellence.
The ideal franchisee should have:
Experience in hospitality: Prior experience managing hotels, resorts, or luxury accommodations is highly valued.
Business or entrepreneurial experience: Strong understanding of operations, finance, and strategic decision-making.
Real estate or investment experience: Familiarity with large-scale property development, acquisitions, or project management is a plus.
Guest Experience Focused: A genuine interest in creating unique, memorable experiences for guests, consistent with the boutique luxury positioning of the brand.
Brand Adherence: Commitment to maintaining the individual identity of the property while meeting Autograph Collection’s standards for quality and service.
Community Engagement: Willingness to integrate local culture, heritage, and lifestyle into the hotel’s offerings.
Financial Strength: Ability to meet the substantial investment requirements, which include franchise fees, construction or renovation costs, and working capital.
Risk Management: Capacity to navigate the financial and operational risks of running a luxury hotel.
Urban Centers: Franchisees interested in city locations with high business and tourist traffic.
Resort Destinations: Those targeting high-end vacation spots or culturally rich regions.
Market Awareness: Understanding of local hospitality trends and customer preferences to maximize occupancy and revenue.
Leadership Skills: Ability to manage staff, delegate responsibilities, and maintain operational efficiency.
Customer-Oriented Mindset: Focus on exceeding guest expectations, problem-solving, and service excellence.
Long-Term Vision: Commitment to growing the hotel’s reputation and profitability over time.
Total Investment Required: Approximately $65,680,330 to $106,898,430 for a newly constructed 200-room hotel, excluding real estate costs.
Minimum Investment Required: Ranges from $56,935,830 to $92,612,630, depending on location and property specifics.
Franchise Fee: $100,000.
Infrastructure Cost: Included within the total investment estimate.
Marketing Budget: Allocated as part of the ongoing marketing fund contributions.
Working Capital: Approximately $3,500 to $8,000.
Royalty Fees: 5% of gross room sales.
Brand Fund Contribution: 2.02% of gross room sales.
Expected ROI: Varies based on location, market conditions, and operational efficiency.
Break-Even Time: Typically ranges from 2 to 5 years, contingent on market performance and management.
Revenue Streams: Primarily from room sales, food and beverage services, event hosting, and ancillary services.
