Dive Brief:
- Hotel Granada Midtown in Atlanta has joined Marriott International’s Design Hotels collection of independent hotels, according to a Friday news release.
- The 120-key hotel opened last year following a two-year restoration of a former apartment building led by developer Monomoy Property Ventures and Scarp Ridge Capital Partners. Hotel Granada now participates in Marriott’s Bonvoy loyalty program.
- Hotel Granada joins Design Hotels as the collection brand strategically expands across the U.S. Industrywide, collection brands and soft brands have been growing in popularity as hotel companies look to cater to changing luxury and lifestyle demand.
Dive Insight:
Each Design Hotels property is design-driven and defined by “a unique creative vision,” according to Marriott. Hotel Granada, the company said, epitomizes this ethos with Spanish colonial architecture, Southern charm and modern craftsmanship.
Architect MetroStudio and Austin, Texas-based interior designer Cameron Carr led the hotel’s recent revamp, incorporating design elements representing Atlanta such as crape myrtle florals and Olympic torches, according to Marriott.
The boutique hotel features an all-day cafe, restaurant and bar that serves Southern dishes and Atlanta’s Portrait Coffee. The property also displays an art collection in partnership with the nearby Savannah College of Art and Design.
The property joins Design Hotels’ global portfolio of more than 300 properties, which Marriott is strategically expanding. Last year, the hotel company signed some 29 hotels for the brand and opened others, including in San Diego.
In terms of U.S. expansion, Design Hotels looks at “how and where travelers are engaging with culture and design,” Ceara Sadler, senior director of brand and commercial operations for the Americas at Design Hotels, previously told Hotel Dive.
Marriott’s focus on independent hotels goes beyond the lifestyle realm. In May, the company launched a new collection brand, Series by Marriott.
Competitor Hyatt Hotels similarly launched a collection brand, Unscripted by Hyatt, in May, and has been growing its JdV brand of independent hotels to diversify its holdings in the lifestyle segment. Meanwhile, Hilton has expanded its portfolio of lifestyle hotels under its Curio and Tapestry collection brands.
