Starwood launches new hotel brand

Starwood Hotels & Resorts Worldwide has unveiled its tenth brand, the Tribute Portfolio, a collection of five independent hotels.

Savannah Lobby Rotunda rendering (Photo: Business Wire)
Savannah Lobby Rotunda rendering (Photo: Business Wire)

The properties will all be four-star "upper up scale" hotels to complement Starwood's existing Luxury Collection and promise owners and guests the ability to "stay independent".

The 393-bedroom Royal Palm South Beach Miami has been named the first featured hotel. Four new properties will open in Asheville, North Carolina, Nashville, Tennessee, Savannah, Georgia, and Charleston, South Carolina over the next two years.

The 150-bedroom Vandre Nouveau Hotel in Ashville will house more than 370sqm of modern meeting and event space as well as a destination restaurant and lobby bar. The Charleston property will boast 93sqm of event space, 100 guestrooms, a rooftop pool and bar and signature restaurant.

Adam Aron, Starwood’s chief executive officer, said the new brand will be an "exciting solution" for hotel owners that wish to maintain their independent spirit, yet benefit from Starwood’s "powerful distribution, loyalty and sales platforms".

"We recognize that independent hotels also attract guests who are not already affiliated with SPG. Tribute Portfolio will provide a clear opportunity for us to grow our SPG member base and deliver more loyal guests across all of our Starwood hotels worldwide," he said.

Aron revealed Starwood’s goal is to have 100 Tribute Portfolio hotels and resorts over the next five years with an initial focus North America and Europe.

"Our Starwood Preferred Guest (SPG) members constantly tell us they want more choices in more destinations, and we see Tribute Portfolio as a nod to our members who have been front and center as we developed this brand," said Mark Vondrasek, Starwood’s senior vice president, Distribution, Loyalty and Partnership Marketing.

"They have told us they would like to stay with us whenever and wherever they can, and now we can reward them as they ‘Stay Independent'," he added.

More:

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Starwood opens the Aloft Denver Downtown hotel

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