Starwood Hotels & Resorts Worldwide, Inc. has introduced Tribute Portfolio, the company’s 10th brand and second collection of independent hotels. Promising owners, Starwood Preferred Guest members and guests the ability to “Stay Independent,” the Tribute Portfolio brand will comprise outstanding independent hotels and resorts. With a firm focus on four star, upper upscale hotels, Tribute Portfolio will complement Starwood’s The Luxury Collection brand and further solidify Starwood as the world’s most global high-end hotel company.
The brand makes its debut with its first featured hotel, the iconic Royal Palm South Beach Miami and will soon open new hotels in Asheville, North Carolina, Nashville, Tennessee, Savannah (pictured above: Savannah – Lobby Rotunda – Rendering. Photo: Business Wire), Georgia, and Charleston, South Carolina.
For hotel owners of distinct properties
“With Starwood’s history of brand innovation, design leadership and our leading global high-end footprint, we believe Tribute Portfolio will be an exciting solution for hotel owners of distinct properties who wish to maintain their independent spirit, yet benefit from Starwood’s powerful distribution, loyalty and sales platforms,” said Adam Aron , Starwood’s Chief Executive Officer. “Our mission with Tribute Portfolio is very simple: bring great hotels in great destinations to our loyal SPG members, who make up more than half of all Starwood stays.”
Aron continued, “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.”
100 Tribute Portfolio hotels by 2020
Aron said Starwood’s goal is to have 100 Tribute Portfolio hotels and resorts over the next five years. Initial focus on growth of this new brand will be in North America and Europe, and travellers can expect to see Tribute Portfolio properties in global markets within the first year.
“Nearly 50% of upper upscale hotels in the U.S. are independent, and likewise, 60% of four star hotels globally are not affiliated with a brand flag. This provides Starwood with a vast landscape to grow Tribute Portfolio,” said Dave Marr , Senior Vice President of Brand Management, North America and Global Brand Leader for Tribute Portfolio. “In speaking with many owners, it is clear that they welcome the opportunity to partner with Starwood to enhance the performance of their independent hotels. They are attracted to the benefits that will come from the power of SPG and our high-end Starwood sales customers coupled with the flexibility of minimal brand specific standards.”
The Luxury Collection
Starwood’s The Luxury Collection, the hotel industry’s original “collection brand,” featuring some of the world’s most iconic independent luxury hotels, is in the midst of its most prolific growth spurt in its 21-year history.
In the last decade, The Luxury Collection brand has tripled its footprint, growing more than 60% in the last five years alone. Marr continued, “Starwood has meticulously handpicked the luxury hotels featured in The Luxury Collection, and we will just as carefully select independent, upper upscale properties for Tribute Portfolio, ensuring a consistent high-end experience that meets guest and SPG member expectations around the world.”
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