Marriott International and European hotel chain AC Hotels are planning a new co-brand, AC by Marriott, targeting upscale travelers in Europe and Latin America.
The joint venture would leverage Marriott's distribution and marketing clout, including sales platforms such as Marriott Rewards, the companies say.
AC Hotels' roster of 90, four-star properties in Spain, Italy and Portugal would be rebranded AC by Marriott.
AC Hotels in Mad rid would lead the joint venture and Marriott's European team would provide support on key functions, the companies say.
The brand "will incorporate the concept and business model of AC Hotels' urban-style four-star hotel product, the companies say.