Dive Brief:

• The Bohemian Savannah Riverfront hotel in downtown Savannah, Georgia, has rebranded as Hotel Orielle, an Autograph Collection Hotel, according to a Tuesday news release. 
• The 75-room hotel, which remains a Marriott-branded property under the luxury lifestyle Autograph flag, will offer a guest experience that reflects Savannah’s architecture, history, arts and nature, per the release. Located along the city’s riverfront, the property continues to serve as a gathering place for locals and travelers alike, while the refreshed branding aims to provide “a more intentional and personal perspective.”
• The rebrand comes as Marriott International focuses on growing its lifestyle segment. In August, The Potomac Hotel in Washington, D.C., joined Marriott International’s Autograph Collection following a rebrand from Salamander Washington DC. 

Dive Insight:

The Hotel Orielle’s new identity pays homage to the city’s Romantic-era past, according to the release, and the name “Orielle” was inspired by 1800s three-panel oriel windows.  

“This new identity best reflects the hotel’s personality and the expectations of today’s traveler, while remaining part of Marriott's Autograph Collection and the Marriott Bonvoy loyalty program,” Ciarán Gardiner, the hotel’s general manager, said in a statement.

Experiences at the property include live music and daily river/tides notes, as well as lobby art by Savannah College of Art and Design alumni. 

The hotel’s rooftop called “Rocks on the Roof” offers views of the Savannah River and the city’s waterfront. As part of a new evening ritual, Hotel Orielle is offering brass spyglass binoculars to encourage guests to take a closer look at Savannah's skyline. 

Additionally, the hotel is refreshing its food and beverage program with a new menu at the Coastal 15 Fish House, while new artwork throughout the property includes a 33-foot graphic mural on the rooftop and a mixed-media installation in the lobby. 

During its second quarter earnings call, Marriott reported that luxury and resort hotels drove RevPAR gains in the U.S. and Canada. 

The Hotel Orielle’s rebrand comes as Savannah's hotel market remains a draw to travelers seeking unique accommodations. Boutique and luxury hotels are popping up in Savannah’s historic district, and business drivers in the region are bringing a mix of travelers, not just traditional vacationers.