US hotel chain Marriott is to launch a new brand in Europe and Latin America, it confirmed October 7.
"AC by Marriott" will see the firm join forces with Spanish hotel group AC Hotels in 2011, rebranding 90 existing AC hotels in Spain, Italy and Portugal and rolling out new properties from next year.
Marriott says that the new chain will focus on becoming a market leader in urban, four-star properties that will be characterized by a "unique blend of quality, comfort, design and technology."
The move will allow the 33 million members of the Marriott Rewards program access to the new properties, and guests staying in the AC by Marriott hotels will also be able to earn points.
The move is likely to take AC Hotels, one of Spain's best-known hotel brands, intercontinental on the heels of its Spanish competitors - both NH Hoteles and Sol Melia have built a significant presence in Latin and Central America.