Doradus is currently developing a 150 key AC Hotel by Marriott as a joint venture with the master developer of a mixed use development in Brentwood, Tennessee.

Brand Overview

AC Hotels by Marriott is the result of a 2011 joint venture between the Spanish hotel group AC Hotels and Marriott International Inc.  AC Hotels consists of 90 luxury hotels located in Spain, Portugal and Italy. Under the long-term agreement, Marriott International Inc. will manage and franchise the AC brand worldwide.  To date there are five AC hotels in the United States, including Chicago, New Orleans, Washington, D.C., Kansas City and Miami Beach, with a pipeline of an additional fifty domestic locations under development.

Brand Description

The brand markets itself as a European-style luxury brand featuring design driven, contemporary styling in an urban setting and caters to the X and Y generational traveler who is looking for a unique experience. The hotels feature a contemporary room design, event and meeting space, a fitness facility, the “AC Kitchen” which provides a European-inspired breakfast each morning, including assorted European and domestic cheeses, freshly baked croissants, artisanal cured meats, selection of yogurts and cereals, seasonal fruits and sweet and savory breakfast tarts, and the AC Lounge, featuring hand-crafted cocktails and European-inspired small plates.

Relative Positioning

The AC Hotel by Marriott is Marriott’s luxury/lifestyle offering, and is positioned to provide a service level above their Moxy brand.  Positioned between do-it-yourself and full-service, AC offers “Select Service,” which means a staffed lounge with waiter service but no room service or pool.

Signature Elements and Guest Offerings

Key aspects of the AC Hotel are:

Guest Rooms

  • Simplistic design with consistent FF&E in all rooms
  • Signature closet featuring exposed design
  • Showers as standard
  • Work desk and luggage bench
  • Thoughtful architectural lighting
  • Complimentary Wi-Fi
  • 47” Television
  • Two prototype room designs

AC Lounge

  • Contemporary European design infused with signature lounge seating and multimedia area
  • Known for its dynamic atmosphere
  • Selective mix of beverages and delectable bar bites
  • The AC Lounge defines the local bar scene

Library

  • A collaboration area with low communal table
  • Reading area with carefully curated press, magazines, city guides
  • Wireless printer and laptop or tablet for guest use
  • Adjacent to the AC Lounge

 Meetings

  • Required are two AC Media Salons with integrated technology
  • One medium-sized room for business or social events (optional)
  • Featuring Workspace on Demand by Marriott for online meeting space bookings

 Fitness

  • Complimentary state-of-the-art fitness facilities
  • Accessible seven days a week, 24 hours a day
  • Personal viewing screens (i.e., LCD TV) on all cardio equipment
  • 32” Flat-panel TV

 Retail

  • Sleek retail display adjacent to registration
  • Innovative shelving with vibrant lighting
  • Features specialty waters, sweet treats and delectable snacks

 The AC by Marriott would be the first lifestyle hotel in the market. The Marriott room supply is under-supplied in comparison to its primary competitor, Hilton.  Market demand is outpacing supply.