Marriott has officially launched its trendy new brand, the Autograph Collection, to compete with other hotels in the trend to take a unique, boutique approach to the hotel experience. The Autograph Collection is described by Marriott as “upscale and luxury, independent, hotels with distinctive personalities in major cities and desired destinations worldwide.”

“The Autograph Collection will take the innovative approach of grouping these iconic hotels according to the unique experience that guests are seeking whether it’s a resort, historic hotel, boutique arts, or urban edge hotel in a dynamic gateway city,” said Don Semmler, executive vice president of brand management for Marriott International. “Each hotel will be highly unique and distinct with its own identity, appealing to a growing segment of our customers who are looking for an experience that an independent hotel can deliver.” There are currently plans to add approximately 25 hotels through 2010 with locations throughout the world and the properties will be affiliated with Marriott Rewards.