Marriott has unveiled a new brand called the Autograph Collection, consisting of independent upper upscale and luxury hotels. The franchised properties will keep their names but are able to tap into Marriott's marketing tools, reservation system, and rewards program. "We can help them save money on food, beverage, supply discounts, credit card fees and third-party online bookers," Don Semmler, Marriott's executive vice president of brand management, tells the Washington Post.

The company is reportedly negotiating with 25 hotels to become franchisees by the end of next year.