Dive Brief:

• Design Hotels, a collection of more than 300 independent hotels under Marriott International, has entered into agreements with the owners of 16 hotels operated by Palisociety, a Los Angeles-based design-forward hospitality brand, Marriott announced Wednesday. 
• The agreement brings the Palisociety hotels, located across nine U.S. destinations, into the Design Hotels collection, marking the largest portfolio addition in the brand’s 30-year history, according to a news release.
• The deal builds upon Design Hotels’ efforts to expand in the Americas, where it expects to surpass 100 hotels this year. It also reflects the “continued growth of boutique hospitality” as competition persists among hotel players in the lifestyle segment. 

Dive Insight:

According to Marriott, the deal represents a “significant alignment” between Design Hotels and Palisociety, two brands “united by a shared commitment to individuality, storytelling, and neighborhood-focused hospitality.”

Founded in Los Angeles in 2008 by Avi Brosh, Palisociety operates a collection of more than 20 hotels, residences and restaurants that emphasize bespoke design and a connection to their neighborhoods, per Marriott. 

“Palisociety has always been driven by our love of design, culture and independence, and this agreement feels like a natural extension of those shared passions that hotel enthusiasts will undoubtedly appreciate,” Brosh said in a statement. 

Added Stijn Oyen, managing director of Design Hotels: “We share a belief that great hospitality is personal, distinctive, and shaped by the people behind it, making this collaboration a natural evolution for both brands.” 

Over the coming months, the 16 hotels set to join the Design Hotels portfolio include the 95-key Palihouse West Hollywood; the 33-key Palihotel Melrose; the 82-key Palihotel San Francisco; the 54-key Palihotel Westwood Village; the 116-key Palihotel Palm Springs; as well as properties under the Le Petit Pali and Arrive brands, representing a total of 1,000 keys across all 16 hotel agreements. 

Upon joining Marriott’s system, the Palisociety hotels will be able to leverage its global distribution channels and the Marriott Bonvoy loyalty program, as well as Design Hotels’ services, including sales, marketing and public relations