Marriott International likes to say its Autograph Collection Hotels "pull guests into the moment and leave a lasting imprint," but that doesn't exactly help an agent describe to a client what that experience will be like. So to try to help explain that to consumers, Marriott recently published online videos that tell the stories of eight of its hotels, featuring locals and social media influencers. "Guests often equate 'boutique' with small, which isn't always true in today's competitive marketplace. So it can be a confusing term. We find that guests believe 'boutique' usually means more personalized service and elevated design, with elements of storytelling throughout the experience," said Autograph Collection's senior director of global marketing and management Amanda Altree. "The challenge is that each hotel is different and there's no thread of sameness that defines the experience across the globe." Get the full story at Travel Market Report