As the saying goes, “Membership has its privileges.’’ Case in point – Hotel Beaux Arts Miami – the latest member of Marriott’s Autograph Collection. With an emphasis on contemporary design, curated art and personal service, the 44-room hotel, located on the 39th floor of the JW Marriott Marquis Miami, also is one of the Autograph Collection’s more luxurious properties.
But even fanciest of hotels sometimes need some help getting out the word. That’s particularly true in the Miami market, where is there no shortage of luxury hotels.
The Marriott Autograph Collection was founded in 2010 to showcase boutique hotels that share a philosophy of attention to detail. Hotel Beaux Arts Miami opened in 2011 as what could have been a showpiece for the Autograph Collection, but MDM Hotel Group, which manages the hotel, decided to take things slow.
“You kind of want to know who your brothers and sisters are going to be,’’ said Paul Pebley, corporate director of sales and marketing for Miami-based MDM Hotel Group. “We said that it (Autograph Collection) was a little new. We wanted to make sure it could take us into the stratosphere position we wanted for the hotel.’’
Pebley said MDM Hotel Group re-visited the opportunity to join the Autograph Collection last year and finally signed a deal earlier this summer.
“We felt like going into the Collection of independent hotels was the right marketing strategy for the hotel because you get global distribution,’’ Pebley said. “The Autograph Collection now has almost 130 hotels across the globe.
“It’s really hard to market a 44-room independent hotel. That’s why people put these hotels in the Collection – they can leverage the strength of the Collection. That’s really what it’s all about.’’