Originally Posted by
Horace
Being part of Autograph Collection involves far more than calling oneself a "boutique" property.
Autograph Collection is a higher-end brand than Marriott Hotels. The Autograph Collection standard of individuality ("Exactly Like Nothing Else") means high-quality designs and materials -- with restaurants, bars, and operations to match. Raising a hotel to distinctive Autograph Collection standards would typically be far costlier than just meeting cookie-cutter Marriott Hotels standards.
It's interesting that the westdrift Manhattan Beach, which was supposed to switch over to the Autograph Collection brand in January, is still operating as a Marriott, even though it's now March.
Marriott International has a conversion brand for full-service hotels that don't have all the physical attributes of a Marriott Hotel. That brand is Delta Hotels. That still doesn't mean that run-down properties are welcome. But it can mean, for example, that a hotel continues to use its existing HVAC system and that a hotel has simple, functional furniture.
Horace, you sound like you work in the Marriott marketing department. Of course what you say is true on paper, but in reality I've been less than impressed with some of my Autograph Collection stays. I've concluded that all it means for a hotel to be part of the Autograph Collection is that they award and redeem MR points, they offer some elite benefits, and they have FS-like amenities (a restaurant, room service, a gym, etc.). They do NOT have to have good guest service, modern/updated/renovated facilities, etc. In fact, it seems like the more "quirky" the design and service offerings, the more likely a hotel is to be part of the Autograph Collection.