U.S. Hotel Company Marriott announced the beginning of collaboration with one of the hotel chains in Spain, AC Hotels, whose headquarters is located in Madrid.
In accordance with the signed agreement, Marriott will be entitled to hotel management of the AC Hotels network under a new brand AC by Marriott, reports Washington Post. Both companies will conduct joint management of 90 hotels in Italy, Portugal and Spain. In the future, Marriott plans to promote AC by Marriott brand to the market in Latin America.
Joining of the AC Hotels means additional advantages for the guests. One of the main advantages is the opportunity of AC by Marriott clients to participate in loyalty program Marriott Rewards. This program allows travelers to accumulate bonus points and receive discounts when staying in the hotels of Marriott worldwide.
The deal with the Spanish hotel chain reflects a coherent strategy of Marriott to expand the sphere of influence in the global hotel market. Not so long ago the company announced a massive expansion in the markets of China and India. According to recent statements made by Marriott, one of the largest hotel operators in the world is planning during the next few years to double its presence in the Chinese market.
Marriott was one of the first indicators of recovery of the global hotel market after the global financial crisis. In the first half of 2010 the company raised prices on corporate reservation by 9% due to a strongly increased demand.
In total, Marriott in the near future promises to be one of the fastest growing U.S. hotel companies outside the country. Among the new projects that are under realization, about 70% are in the hotel markets in Africa, Asia and Europe. Among the areas that Marriott calls its priorities are the BRIC countries: Brazil, Russia, India and China.
As expected, the final entering into force of the deal with the Spanish hotel chain AC Hotels will be held until the end of 2010.