Marriott International revealed growth targets for its portfolio of independent hotel brands which highlights the demand the brand is seeing for more local, customized experiences.

The brand expects the three independent hotel collection brands, The Luxury Collection, Autograph Collection and Tribute Portfolio to grow by 20 percent in 2017 and 50 percent by 2019.

“Size, scale and choice really do matter in the complicated distribution environment that we are in,” said Stephanie Linnartz, executive vice president and chief commercial officer, Marriott International. “Independent hotels are an invaluable part of our portfolio, because they make our loyalty program more compelling, our sales efforts more effective and our overall hotel portfolio even more attractive to guests.”

The Autograph brand, launched in 2010, incorporated the Luxury Collection and Tribute Portfolio into its offering when it merged with Starwood last year. The combined group now offers more than 240 independent hotels across three brands, each with a distinct clear point of view. Marriott will add more than 40 collection properties this year, expanding the portfolio to 50 countries and territories.

The Luxury Collection represents hotels that define the destination and provide a full luxury experience, while the Autograph Collection offers a distinguished portfolio of independent hotels around the world that are unique, hand-selected for their rich character and uncommon details; and the Tribute Portfolio comprises hotels with an indie-spirit that comes to life through captivating design and vibrant social spaces.