Collaboration between local and multi-national hotel brands will be a significant trend for years to come, according to Deloitte.
Many co-branding partnerships between domestic hotels and global hotel chains are likely to follow a joint venture between Marriott International and AC Hotels in Spain to create AC Hotels by Marriott, the professional services firm which facilitated the deal believes.
As previously reported, Spain’s leading business-urban hotel brand AC Hotels is being combined with Marriott’s global platform to form AC Hotels by Marriott. AC customers will benefit from Marriott Rewards programme with more than 3,400 participating hotels and 34 million members.
AC Hotels by Marriott is being made available on Marriott.com, claimed as the seventh largest online consumer site in the world with more than $6 billion in sales.
Deloitte tourism, hospitality and leisure global managing director Alex Kyriakidis said: “We see co-branding partnerships between major local brands and global hotel chains as a significant future trend.
“The coming together of well-known and trusted brands in similar relationships will enable them to reach a whole new customer base, increase their global footprint and provide them with a clear platform for future growth.”
Deloitte Spain partner Fernando Baldellou, lead corporate finance partner on the deal, added: “The Marriott International and AC Hotels co-branding partnership is a market leading example of where value can be generated in a business.
“By bringing the global distribution, sales, marketing and loyalty programme of a global hotel chain together with the physical presence of a strong domestic brand, the customers of both organisations have been given the opportunity to use their local stays as part of loyalty programme that is global in its reach.”