Mark James: The Autograph Collection has been our fastest-growing premium brand over the last 15 years

Each Autograph Collection Hotel is a product of passion, inspired by a clear vision, soul and story that makes it individual and special: Exactly Like Nothing Else, as its slogan states. Mark James, Senior Director, Collection Brands EMEA at Marriott International, explains how the collaboration between the Autograph Collection Hotels brand and The Landmark Nicosia came about and shares his insights into current and future industry trends

Can you tell us about how the collaboration between the Autograph Collection Hotels brand and The Landmark Nicosia first came about and how it has developed?

Marriott International was approached in 2020 to consider bringing The Landmark Nicosia into the Autograph Collection. We were aware of the iconic status of this property and its importance to both the local and international communities. The owners indicated that they wished to renovate the property and to reposition the hotel as a lifestyle hotel, while recognising its importance to the business community with significant convention facilities. A renovation programme was agreed with the ownership, along with the appointment of a new branding agency to help create and define the new lifestyle brand. Given the importance and strong reputation of The Landmark, it was important that the name was retained but a new visual identity and guest experience was created. Marriott worked closely with the Branding Agency to help develop the new positioning of the hotel that aligned with the owners’ vision, and the planned renovation works commenced.

More widely, what principles do Autograph Collection Hotels emphasise in their properties?

Autograph Collection Hotels champion the individuality of each of its over 300 independent hotels located in the most desirable destinations across 50 countries and territories. Each hotel is a product of passion, inspired by a clear vision, soul and story that makes it individual and special: Exactly Like Nothing Else. Hand-selected for their inherent craft and distinct perspectives on design and hospitality, Autograph Collection properties offer rich immersive moments that leave a lasting imprint. Autograph Collection is also proud to participate in Marriott Bonvoy®, the global travel programme of Marriott International. The programme provides over 200 million members with an extraordinary portfolio of global brands, exclusive experiences with Marriott Bonvoy Moments and unparalleled benefits, including free nights and Elite status recognition.

You have lengthy experience in the hospitality sector. What are some of the ways guest expectations have changed over the years?

The rise of lifestyle travel brands over the past decade has been remarkable, as guests look for distinct and localised travel experiences. Properties that connect with their local environment and offer guests a sense of destination have become increasingly popular. In addition, since the pandemic, we have seen an increase in digital nomads – guests who are able and willing to integrate working patterns into their own travel desires. Hence, we have noted the importance of providing facilities within our hotels which allow guests to work as and when they wish to and then to have downtime to relax and explore the local area and culture. Many people are no longer tied to their desks or offices and there is an expectation that the hotels that they stay in can accommodate their business and leisure travel needs.

Further to the above, are there any particular current regional and indeed global trends in the industry that have caught your eye?

There are a couple of areas that have heightened awareness and that we are actively developing. The first is in the All-Inclusive space and, in particular, the luxury market. Poised to transform the category and inspire a shift in consumer perception, our mission is to support global growth and position Marriott International as the unmistakable leader in Luxury All-Inclusive through meaningful points of differentiation – including sophisticated design, truly elevated programming and experiences, and signature All-Inclusive proof points. Another area concerns our move last year into the Luxury Safari Lodges category. Entering this market has been a long-held consideration for Marriott International. These destinations are even more impactful in the post-pandemic world, where resort destinations are receiving greater interest. We believe that this is the perfect moment to offer our guests and Marriott Bonvoy members the opportunity of a lifetime – to stay and experience these types of properties in a way that only our brands can deliver. The development of these properties supports our mission to deliver transformative experiences; fostering an appreciation and understanding of nature and wildlife that many travellers will discover for the first time.

How do you foresee the hospitality industry evolving over the coming years?

From the perspective of the Collection Brands, we certainly anticipate continued development in this space. The Autograph Collection has been our fastest-growing premium brand over the last 15 years and we are also starting to see a similar growth trajectory for the Tribute Portfolio to develop these characterful upscale hotels. Furthermore, there has been increased interest in The Luxury Collection brand as the luxury market showed strong resilience during the pandemic and has continued to do so. Developments in the All Inclusive and Safari Lodge markets provide new directions and growth opportunities for us to explore. We have also witnessed an increased interest in midscale properties and we expect to see more developments in this area – but again with properties that are locally relevant and can tap into that sense of community.