Starwood Hotels & Resorts has launched its tenth brand, Tribute Portfolio.
The new offering, which will focus on four-star “upper upscale” properties, joins the Luxury Collection as Starwood’s second independent hotel brand.
It debuted today with Royal Palm South Beach Miami and will soon number hotels in Asheville, North Carolina; Nashville, Tennessee; Savannah, Georgia; and Charleston, South Carolina.
Starwood CEO Adam Aron said he expects to have 100 Tribute Portfolio hotels by 2020, with the initial growth to be in North America and Europe.
Aron said: “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.
“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.
“We recognise 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.”
The brand’s first property, Royal Palm South Beach Miami, has 393 rooms including more than 100 suites and was recently refurbished.
First property: Royal Palm South Beach Miami
Starwood confirmed four forthcoming Tribute Portfolio hotels – Nashville’s Noel Place Hotel will be renovated and reopen in 2016; a new-build hotel in Savannah will open in 2016; the BB&T Bank building in Asheville will open as the Vandre Nouveau Hotel, a Tribute Portfolio Hotel in 2017; and a 100-room property in Charleston will open in 2017.
Dave Marr, Tribute Portfolio’s global brand leader, said: “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.”
Last month, Starwood announced it will open more than 40 new properties across Europe in the next five years (see news, March 3).