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:

Starwood opens Aloft New Orleans Downtown hotel

Top 100 US meeting hotels named

Starwood opens the Aloft Denver Downtown hotel

Washington to get European-inspired AC by Marriott hotel

• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
London venues hosted 37% more events in 2018

London venues hosted 37% more events in 2018

Year-on-year increase from Unique Venues of London shows strong demand for events in the capital.

Why you should design human-centric experiences

Why you should design human-centric experiences

At EMEC19 in The Hague, Kim Myhre of MCI Experience gave an insightful talk on design-thinking in events.

New event producer for HGA

New event producer for HGA

Becky Jones-Williams has previously worked at Event Concept and will work for clients in a range of sectors.

Stagestruck adds event producer to team

Stagestruck adds event producer to team

Sarah Saward is joining the business as a group account director, with responsibility for a portfolio of blue-chip clients.

Incentive review: Club Med Plantation d'Albion

Incentive review: Club Med Plantation d'Albion

With dinner and champagne on a paradise beach, the white sands and the turquoise coral sea ocean of Mauritius are hard to beat.

Premier Events acquires Collective Minds

Premier Events acquires Collective Minds

Acquisition of Leicester-based events agency is part of growth plan to reach £5m turnover and 50 staff.

3 reasons to run wellness incentives

3 reasons to run wellness incentives

Endellion King, incentives account director at Top Banana, makes the business case for incorporating wellness into incentives.

'Procurement and events teams work best when they swap notes'

'Procurement and events teams work best when they swap notes'

Global procurement director of Knect365 Hetal Dassani talks to C&IT about how planners can build bridges for better buying.

ILEA members reveal 'shock' over Fyre Festival failings

ILEA members reveal 'shock' over Fyre Festival failings

Members of the International Live Events Association (ILEA) give their verdict on the event planning disaster of 2017, the Fyre Festival.

Case study: MAN's Apprentice of the Year Awards

Case study: MAN's Apprentice of the Year Awards

Venues and Events International organised an awards ceremony at Liverpool Football Club.

LATEST JOBS