Autograph Collection

To grow in the post-2008 economic downturn, Marriott, known^{[by whom?]} for its rigid uniformity^[vague], was willing to relax this stipulation to draw independent unique hotels to its network of franchised properties.^[2] In 2010, Marriott approached Richard Kessler, an independent hotelier and former CEO of Days Inn, to incorporate the seven Kessler boutique properties into its system, under a yet unnamed new brand.^[3]

In 2006, Kessler had dropped the Westin brand affiliation from his downtown Orlando hotel to operate independently.^[4] Initially reluctant, Kessler came to an acceptable arrangement.^[3] The hotels would operate autonomously, keeping their names and identities.^[4] The Autograph Collection launched that year, with the Kessler properties forming the bulk of the hotel inventory.^[3]

The new name highlighted not a brand, but a collection of hotels.^[5] The Leading Hotels of the World, targeting high-end customers looking for unique hotel experiences, had long dominated this market.^[6]

Over time, the growth emphasis shifted from adding existing properties to proposals and new builds that incorporated the desired features.^[7]

Brand launches were Ascend by Choice (2008), Autograph by Marriott (2010), Curio by Hilton (2014), Best Western Premier (2014), Unbound by Hyatt (2016), and Trademark by Wyndham (2017). Marriott continues to promote growth in its three soft brands, The Luxury Collection, Tribute Portfolio, and Autograph.^[6]

In January 2017, Autograph began the Independent Film Initiative at the Sundance Film Festival with the Autograph Collection Hotels & The Black List Sundance Social Space. The Annual Black List is a list of screenplays that require financing. Autograph has its own indie film channel for hotel guests.^[8][9]

The Autograph Collection comprises a portfolio of 4- and 5-star properties.^[10]

As of June 30, 2020, the Autograph Collection consisted of 199 hotels in over 32 countries, with another 95 hotels with 16,941 rooms in its pipeline.^[1]