To grow in the post-2008 economic downturn, Marriott, known for its rigid uniformity, was willing to relax this stipulation to draw independent unique hotels to its network of franchised properties.

[6] The collection sought hotels that possessed an element of authentic local flavor and cultural distinction to provide guests with an enriching stay.

[3] In addition to displaying hotels by location, guests could search the website by specifying unique preferences, such as culinary, historic exploration, arts, family, sports and urban.

[9] Major soft brands 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).

To the hotelier, it accesses the global marketing channels, customer loyalty rewards program, staff training model, seamless back-of-house operational standards, and new technologies, provided by Marriott or its rivals.

[13] The Autograph Collection comprises a portfolio of 4- and 5-star properties that have ranged from a 15-room boutique hunting lodge in the Colorado mountains to the 3,400-room Atlantis Resort on Paradise Island, The Bahamas.