AC Hotels by Marriott Press

PRESS RELEASE, FEBRUARY 2012
www.ac-hotels.com
ANTONIO CATALAN,
VISION AND LEADERSHIP
Antonio Catalan has dedicated his life to the
hotel industry, opening his first hotel at the
age of 29 in Pamplona, the Hotel Ciudad de
Pamplona, which would be the cornerstone
of the hotel chain he founded that still exists
today: NH Hotels. In the following years he
drove the company’s expansion, making it
the biggest chain of city hotels in Spain at
that time, notable for its ground-breaking
model and unique identity. In 1997, after
almost 20 years at NH Hotels, Antonio
Catalan decided to sell his shareholding in
the company and in 1998 he embarked on
a new business phase with the start-up of
a new hotel venture, AC Hotels, which has
now united with the American giant, Marriott
International.
To understand AC Hotels by Marriott it is essential
to understand the figure of its founder and current
chairman, Spanish entrepreneur Antonio Catalan,
regarded as the “best hotelier in Spain” in the
words of J.W. Marriott Jr himself and in the view
of much of the sector.
An iconic entrepreneur in both the tourism sector
and the economic scene in Spain, his trajectory
has been defined by his entrepreneurial spirit
and innovative approach to business challenges.
Thanks to his management skills, decision-making
ability and risk awareness, and together with the
efficient team he has surrounded himself with, he
has successfully run AC Hotels from its beginnings
and continues to do so with the new team that
now includes members of Marriott International.
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AC HOTELS
BY MARRIOTT
AC Hotels by Marriott is the new brand that has
emerged from the alliance between AC Hotels,
the company founded and chaired by Antonio
Catalan, and the hotel group Marriott International
Inc., headed up by J.W. Marriott Jr. The official
announcement of the joint venture between the
two companies, whereby Marriott takes over 50%
of the management of AC Hotels by Marriott, was
made in October 2010. The official presentation of
the new brand, which currently encompasses 77
hotels in Spain, Italy and Portugal with a total of over
8,000 beds, took place at FITUR in January 2011.
The outcome of this merger combines the strengths
of both companies: the exceptional product and
experience of AC Hotels with the global distribution
systems and commercial platforms of Marriott
International.
The agreement arose from the joint objective
of turning AC Hotels by Marriott into the leading
brand of four-star city hotels in Europe and Latin
America. In addition, the hotels in the chain, which
are characterized by their high standards of design,
comfort and quality, joined the Marriott Rewards
program in November 2011, one of the world’s
biggest loyalty programs in the hotel industry with
over 35 million clients, through which the customers
of AC Hotels can earn points and exchange them
for free stays in 3,600 hotels in over 70 countries
where Marriott International operates.
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AC HOTELS,
AC Hotels was established in 1998 by its
founder and current chairman, Antonio
Catalan. The Spanish chain based its
growth from the outset on a model that
promoted product consistency as the brand’s
benchmark, guaranteeing the utmost quality
in every hotel in the chain with a particular
vocation for customer service as its hallmarks.
These principles allowed the company to
successfully develop its strategy and expand its
range, reaching spectacular national coverage
in record time. From its first year of operation
the chain has enjoyed consistent growth,
setting up hotels in all the main Spanish cities
and opening up new markets in Europe. All
its hotels are a faithful reflection of a very
individual, avant-garde and functional style.
1998 - 2011
In short, the trajectory of this young chain
comprising modern, urban, functional hotels
featuring contemporary, minimalist, elegant
designs, cutting-edge technology and highquality service has consolidated AC Hotels as
the hotel chain of reference in Spain for both
business and leisure customers. Amongst
other accolades, the chain has won the Prince
of Asturias Award for Business Excellence,
was named the best Spanish hotel company
by Gran Hotel in 2009 and was chosen by
Expansión as the best Spanish hotel company
in which to work.
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AC HOTELS
BY MARRIOTT,
2011
At the end of 2010, AC Hotels announced it had
reached an agreement with the US market leader
Marriott International (NYSE: MAR) to form a
joint venture to create the brand of AC Hotels
by Marriott, with each company holding a 50%
shareholding, to manage the hotels in the chain.
In January 2011 the new brand was presented in
the incomparable setting of FITUR 2011, the most
important travel trade fair in Spain, where Amy
McPherson, the president of Marriott International
for Europe, and Antonio Catalan gave a press
conference to introduce the new brand to the
specialist media. In June 2011, J.W. Marriott Jr, the
chairman and CEO of Marriott International, visited
Spain to announce the definitive merger together
with Antonio Catalan.
At the beginning of 2012, AC Hotels by Marriott
had 77 establishments in Spain, Italy and Portugal
after placing five of its 5-star hotels (AC Santo Mauro,
AC Palacio del Retiro, AC Santa Paula, AC Baqueira
Ski Resort and AC Palacio del Carmen) under the
prestigious banner of the Autograph Collection, one
of the brands in the Marriott International portfolio
that includes luxury independent hotels with a
unique personality.
The alliance between AC Hotels and the US
multinational Marriott International marks the start of
a new era for the chain, in which its objectives
and challenges will be set at an international
level. It is thus seeking to reinforce its position
in the market by combining the strengths of the
two companies, incorporating the successful
concept and operating model of stylish fourstar city hotels conceived by AC Hotels and the
global sales and distribution platforms of Marriott
International, especially Marriott Rewards, one
of the world’s biggest loyalty programmes in the
hotel sector with 37 million users, which AC
Hotels joined at the end of 2011.
The strategic union that has given rise to this
new joint brand was an innovative step in
the Spanish hotel industry, setting a course
to follow in the Spanish tourism sector and
demonstrating, once again, the leadership and
vision of its founder and chairman, Antonio
Catalan.
The four-star city hotel model of AC Hotels
by Marriott is characterized by product
consistency as its quality guarantee. These are
highly functional designer hotels that incorporate
the latest technologies, offering impeccable
service standards and positioned in the most
convenient locations for their customers. This
product and hotel model has been chosen by
the North American multinational to expand in
the upper-moderate tier of four-star city hotels,
primarily in Europe and Latin America.
Marriott Rewards is the biggest loyalty
program in the hotel industry with more than
37 million customers worldwide. Having now
joined this club, stays at AC Hotels by Marriott
establishments will earn points that can be
exchanged for gifts, travel and stays in any of
Marriott’s 3,600 hotels in 70 countries around
the world, including such prestigious brands
as JW Marriott, Marriott, The Autograph
Collection, Renaissance, Residence Inn,
Courtyard, TownePlace Suites, Fairfield Inn &
Suites, SpringHill Suites and Bulgari Hotels &
Resorts; not to mention AC Hotels by Marriott.
Members of the Marriott Rewards program
can earn points or air miles for every euro
they spend during their stays in any of the
participating hotels. They can also earn points
through companies associated with the
Marriott Rewards program. Points are accrued
in the member’s account while air miles are
automatically sent to the associated airline’s
frequent flyer programme. Points can be used
to get rewards such as free stays in hotels, air
miles, combined packages that include flights,
car hire, cruises and a long list of exclusive offers
and benefits that can be enjoyed on every trip.
Rewarding Events allows members of the
Marriott Rewards program to earn points
from organizing events in any of the program’s
affiliated hotels, with the possibility of earning
up to 50,000 points on a single event towards
courtesy hotel nights. Rewarding Events rewards
the organization of all kinds of events, whether
this is a conference, business meeting or social
occasion.
There are three ways of becoming a member of
Marriott Rewards, designed to make it easy to
join the program in the shortest possible time:
by registering directly at the hotel reception; on
the website www.marriottrewards.es, or on
making a booking. Members must be individuals
(not companies) and may only hold one account
at the same time. Once the membership
number has been assigned, new members can
start earning Marriott Rewards points or miles
immediately.
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VALUE PROPOSITION
AC Hotels by Marriott combines the
principles of both companies and is based on
a firm commitment to its customers, making
them the focal point of all its services. The
new brand enjoys extensive geographical
coverage with a presence in a host of highly
attractive cities that are the top destinations
for both business and leisure travellers. In
addition, the product boasts the strength of
Marriott International which brings on board
commercial skills that are the envy of the
global hotel industry, including benchmark
distribution and sales platforms and the
power of its development division. The
value proposition of AC Hotels by Marriott
is based on outstanding product quality and
broad coverage which is now at the disposal
of Marriott clients all over the world.
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THE AC PRODUCT: DESIGN, QUALITY AND INNOVATION
A young, cosmopolitan, urban range of
hotels, tailor-made for people looking for
a fresh way of understanding, feeling and
experiencing cities. A product based on
meticulous care of every detail, on avantgarde design, on the most exacting quality
standards and on a passion for innovation and
new technologies. Everything geared towards
customer satisfaction.
AC Hotels by Marriott uses the internet and
the most cutting-edge technology available
as an essential channel for communications,
management and direct sales to customers.
The incorporation of Marriott International’s
new distribution channels and marketing
tools allows AC Hotels by Marriott to increase
its visibility and availability for international
travellers wherever they may be, as well as
providing information on their tastes and
preferences to be able to provide them with
tailor-made offers.
The differentiating strategy of the location
of all the hotels and continuous innovation,
renovation and maintenance of infrastructures
by an in-house design team guarantees the
outstanding quality that epitomises the chain.
The AC product is based on addressing the
needs and desires of its customers in the most
efficient possible way, in a constant quest to
exceed their expectations.
The staff of AC Hotels by Marriott, a perfect
combination of experience and highly
qualified young professionals, is responsible
for forging long-term relationships with our
guests, offering them the highest level of
service on the market.
AC Hotels by Marriott is committed to
a clear strategy of differentiation in its
product and services, strengthening the
characteristics that have always defined the
hotel chain and investing constantly in new
technologies, using them as the medium for
recognising and fulfilling customer needs.
The commitment of AC Hotels by Marriott
has won the recognition and confidence of
customers with a model based on adding
value to all its activities, which has translated
into the main hallmark of the chain.
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THE AC STANDARD
The AC Standard comprises a series of services
that together make up the outstanding quality and
comfort that identifies all the hotels in the chain. As
well as offering these services as a consistent feature
of every hotel, wherever they may be, particular
attention is given to renovating the hotels with
upgraded spaces and new materials of the highest
quality. Maintaining the quality of these services,
which are enjoyed by every guest of the chain, is the
main hallmark of AC Hotels.
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AC ROOMS
All the rooms in the hotel chain have a series
of characteristics that make them unique and
different, a hallmark of quality: four pillows,
special reading lamps built into the headboards,
free minibar, individual climate control, stateof-the-art televisions, high-speed Wi-Fi, laundry
service and 24 hour room service.
AC BATHROOMS
A wealth of exclusive details combine with
impeccable standards to meet the needs of
the most demanding traveller.
AC LOUNGES
All AC hotels have an innovative area that
helps to make every stay in the hotel a true
pleasure. This innovative and unprecedented
concept offers a unique space which is open to
every guest; the ideal place for working in the
utmost comfort or simply relaxing and winding
down. The AC lounge features a reading area,
a TV corner, a spacious and comfortable
area for working and a bar where you can
enjoy a varied selection of dishes inspired
by Mediterranean cuisine; quick, simple and
healthy to suit every taste.
THE AC BREAKFAST
The breakfast at all AC hotels is characterized
by its wide selection of fresh, high quality, well
balanced dishes. You will find a wide selection
of fresh fruit and freshly-squeezed orange
juice; freshly-baked rolls and pastries; a variety
of breads served with butter, jams, honey
and chopped fresh tomato with olive oil;
home-made sponge cakes; a cheeseboard; a
selection of oils; platters of charcuterie; whole
and skimmed milk; yoghurts and cereals; fine
coffee, and a range of instant hot chocolate
and herbal teas to choose from.
FITNESS CENTER
The fitness centre is perfectly equipped for
hotel guests’ use and is an absolutely essential
feature of every hotel in the chain, yet another
example of the high level of service that is
provided as standard throughout the chain to
round off our exceptional product.
GEOGRAPHICAL DISTRIBUTION OF AC HOTELS BY MARRIOTT
The AC Hotels by Marriott brand has a total of 77 hotels in Spain, Italy and Portugal. The Autograph Collection
has five 5-star hotels: AC Palacio del Retiro Hotel, AC Santo Mauro Hotel, AC Santa Paula Hotel, AC Baqueira
Ski Resort and AC Palacio del Carmen Hotel.
AC Hotels by Marriott can be found in:
- 65% of towns with more than 50,000 inhabitants in Spain
- 70% of Spanish provinces and 65% of provincial capitals
- 14 of the 15 largest Spanish cities
- 10 of the 11 biggest cities in Italy and the two main cities in Portugal
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ADDRESS
SPAIN
A Coruña
AC Hotel A Coruña
Álava
AC Hotel General Álava
Alicante
AC Hotel Alicante
AC Hotel Ciutat d’Alcoi ( Alcoy) AC Hotel Elda
Almeria
AC Hotel Almería
Asturias
AC Hotel Oviedo Forum
AC Hotel Gijón
Badajoz
AC Hotel Badajoz
Barcelona centro
AC Hotel Barcelona Forum
AC Hotel Irla
AC Hotel Victoria Suites
AC Hotel Sants
Barcelona Provincia
AC Hotel Som
AC Hotel Gavà Mar
AC Hotel Martorell
Burgos
AC Hotel Burgos
Cádiz
AC Hotel Algeciras
AC Hotel La Línea
Córdoba
AC Hotel Córdoba
AC Hotel Córdoba Palacio
Cuenca
AC Hotel Cuenca
Gerona
AC Hotel Palau de Bellavista
Gran Canaria
AC Hotel Gran Canaria
Guadalajara
AC Hotel Guadalajara
Huelva
AC Hotel Huelva
AC Hotel Nuevo Portil Golf
La Rioja
AC Hotel La Rioja
León
AC Hotel León San Antonio
AC Hotel Ponferrada
Lleida
AC Hotel Lleida
Madrid Centro
AC Hotel Aitana
AC Hotel Atocha
AC Hotel Avenida América
AC Hotel Carlton Madrid
AC Hotel Cuzco
AC Hotel Madrid Feria
AC Hotel Monte Real
AC Hotel Recoletos
AC Hotel Los Vascos
ROOMS
TOTAL
C/ Enrique Mariñas, s/n
116
Avenida Gasteiz, 79
107
Avda. de Elche, 3.
C/ Colón, 1
Plaza de la Ficia (Avda.Chapí, esq. C/ Rosales)
187
84
90
Plaza Flores, 5
97
Plaza de los Ferroviarios, 1
Avda. de Oviedo, 15. 155
78
Avd. de Elvas, s/n
106
Pso Taulat, 278
C/ Calvet, 40-42
C/ Beltrán i Rozpide 7-9 ( antes Avda. Pedralbes, 17 )
Passeig de Sant Antoni, 36-40
368
36
50
78
C/ Arquitectura 1-3.
C/ Tallinaires, 35
Avd. Pau Claris, s/n
102
69
92
Avda. de la Isla, 7.
70
C/ Hermanos Portilla s/n.
C/ Los Caireles, 2
108
82
Avd. de la Libertad, 10
Paseo de la Victoria, s/n.
98
162
Avd. Juan Carlos I, s/n.
81
Pujada Polvorins, 1.
74
C/ Eduardo Benot, 3.
227
Avd. del Ejército, 6.
103
Avd. de Andalucia, s/n
Urb. Nuevo Portil, s/n.
65
69
C/ Madre de Dios, 21
76
C/ Velazquez, 10
Avd. Astorga, 2
83
60
C/ Union, 8.
75
Pso. Castellana, 152
Calle Delicias 42 (esquina con Calle Méndez Álvaro)
C/ Cartagena, 83-85
Paseo de las Delicias, 26
Pº Castellana, 133
Via de los Poblados 3
Arroyofresno, 17
C/ Recoletos, 18
C/ Los Vascos, 27
111
161
144
122
319
154
72
63
48
Madrid Provincia
AC Hotel La Finca
AC Hotel Alcalá de Henares
AC Hotel Aravaca
AC Hotel Arganda
AC Hotel Coslada Aeropuerto
AC Hotel Rivas Vaciamadrid
AC Hotel San Sebastian de los Reyes
Málaga
AC Hotel Málaga Palacio
Mallorca
AC Hotel Ciutat de Palma
Murcia
AC Hotel Murcia
Navarra
AC Hotel Ciudad de Pamplona
AC Hotel Ciudad de Tudela
AC Hotel Zizur Mayor (Pamplona)
Ourense
AC Hotel Vila de Allariz
Palencia
AC Hotel Palencia
Pontevedra
AC Hotel Palacio Universal (Vigo)
Sevilla
AC Hotel Ciudad de Sevilla
AC Hotel Sevilla Forum
AC Hotel Sevilla Torneo
Tarragona
AC Hotel Tarragona
Toledo
AC Hotel Ciudad de Toledo
Valencia
AC Hotel Valencia
Valladolid
AC Hotel Palacio de Santa Ana (Valladolid)
Zamora
AC Hotel Zamora
Zaragoza
AC Hotel Zaragoza Los Enlaces
ITALIA
AC Hotel Arezzo
AC Hotel Brescia
AC Hotel Bologna
AC Hotel Firenze
AC Hotel Genova
AC Hotel Milano
AC Hotel Padova
AC Hotel Pisa
AC Hotel Torino
AC Hotel Vicenza
PORTUGAL
AC Hotel Lisboa
AC Hotel Porto
AUTOGRAPH COLLECTION
AC Hotel Palacio del Carmen
AC Palacio de Santa Paula Hotel
AC Baqueira Ski Resort
AC Santo Mauro Hotel
AC Palacio del Retiro Hotel
TOTAL
AC Hotels By Marriott
Autograph Collection
Pº Club Deportivo, 1, Parque Empresarial la Finca Ed. 17
C/ Octavio Paz, 25
Camino de la Zarzuela, 3
Avd. Madrid, 47
Camino de Rejas, 5
C/ Francisco Quevedo, 2
Avda. Cerro del Águila 15-17
92
90
110
84
113
84
100
C/ Cortina del Muelle, 1
214
Plaza Puente, 3
84
Avd. Juan Carlos I, s/n
107
C/ Iturrama, 21
C/ Misericordia, s/n
C/ Etxesakan, 3
108
42
73
Rua Fuxon esq. Paseo Do Arnado s/n
39
Avd. de Cuba, 25
65
C/ Carral, 34.
69
Avd. Manuel Siurot, 25
C/ Luis Fuentes Bejarano, 15
Avenida Sánchez Pizjuan, 32
86
144
81
Avd. de Roma, 8
115
Ctra. De Circunvalacion, 15
Avda. De Francia, 67
49
174
C/ Santa Ana, s/n.
98
Avd. Principe de Asturias, 43
75
C/ Pilar Miró, 1
76
Via Einstein, 4
Via Giulio Quinto Stefana, 3
Sebastiano Serlio, 28
Via Baussi, 5
Corso Europa, 1075
Via Tazzoli, 2
Via Prima Strada, 1. 35129, Padova. Italia
Via delle Torri, 20
Via Bisalta, 11
Via Carducci, 1
79
113
121
118
139
158
98
107
89
126
Largo do Andaluz, 13B. Complexo Sottomayor
Rua Do Estadio, 43
83
128
C/ Oblatas, s/n
Gran Via de Colon, 31.
Avda. Perimetral, s/n. Urbanización Val de Ruda
C/ Zurbano, 36
C/ Alfonso XII, 14
74
75
102
49
50
8.523
8.173
350
RESERVATIONS
You can make reservations at any AC Hotel in
Spain, Italy and Portugal, 24/7, by calling + 34 902 292 293.
You can also visit www.ac-hotels.com
PRESS OFFICE
AC Hotels by Marriott Press Office
Andrea Zarraluqui
Tel. 916 260 700
comunicacion@ac-hotels.com
www.ac-hotels.com