Marriott International made its mark as a hotel powerhouse by being a stickler for brand standards. But in Autograph Collection, the soft brand it launched in 2010 that affiliates with independent hotels, the hotel company is giving some slack. For a company as firm and resolute as Marriott is, was relinquishing some control a tough decision? “It does fly in the face of what we have done in the past,” said Tina Edmundson, Marriott International’s global brand officer for its luxury and lifestyle brands, including Ritz-Carlton, Edition, Renaissance, Moxy and Autograph Collection. “[Marriott] is known for consistency, but this is about what will make Autograph special. The hotels have to feel completely independent.” This is part of the reason why Edmundson is quick to call Autograph a collection of hotels and not a brand. “We don’t want to tell hotel owners and developers what the brand should be. We want them to tell us,” she said. Get the full story at Hotel Management