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Autograph: Grotta Giusti new entry and brand evolution analysis

Grotta Giusti Thermal Spa Resort in Monsummano Terme will be branded as Autograph Collection, by Marriott.

The property, part of the Italian Hospitality Collection group, will undergo an important redevelopment plan and will reopen, according to the company’s forecasts, within summer 2021. The project will involve the renovation of all the rooms of the resort, the bar, and the restaurants. The interventions will further involve the water areas of the hotel, which will include the redevelopment of the swimming pool and the creation of a new thermal spa.
Marriott’s Autograph brand is currently present in Italy with 4 hotels, including Grotta Giusti: the number of hotels has not changed significantly, while the number of rooms was dramatically downsized. In the Marriott portfolio, the hotels of the Autograph brand represent 6% of the structures managed and corresponds to about 3% of the group’s room offer in Italy.

Autograph by Marriott Italian portfolio

HOTEL KEYS SCALE LOCATION
Grand Universe Lucca 57 Top Luxury Lucca
The Pantheon Iconic Rome Hotel 79 Top Luxury Rome
Sina Villa Medici 99 Top Luxury Florence
Grotta Giusti 64 Upscale Monsummano Terme (PI)

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