There are currently plans to add approximately 25 hotels through 2010 with locations throughout the world.

While there may be some cross selling opportunities, Marriott say The Autograph Collection gives them the ability to capture a broad audience that would not have typically considered a branded concept – appealing to guests who want to stay in independent hotels.

Each hotel will be required not only to meet Autograph’s discriminating product standards, but will also need to demonstrate continued high guest satisfaction and quality assurance scores to remain part of The Autograph Collection. In addition, each hotel will go through the same hotel and operator approval processes as other Marriott full-service hotels.

Marriott International, executive vice president of brand management, Don Semmler said: “The Autograph Collection will take the innovative approach of grouping these iconic hotels according to the unique experience that guests are seeking whether it’s a resort, historic hotel, boutique arts, or urban edge hotel in a dynamic gateway city. Each hotel will be highly unique and distinct with its own identity, appealing to a growing segment of our customers who are looking for an experience that an independent hotel can deliver.”

Editors note; It will be interesting to see which of its existing hotels go into this particular grouping. Hotels such as Grosvenor House in London's Park Lane are iconic and don't necessarily match brand standards in some areas whilst exceeding them in others.