Starwood introduces new brand

20 Apr 2015 by Clement Huang

Starwood Hotels & Resorts Worldwide has introduced its tenth brand and second collection of independent hotels.

Comprising of four-star, upscale hotels, the Tribute Portfolio aims to fulfil owners, Starwood Preferred Guest members and guests with the ability to “Stay Independent”. The brand will complement Starwood’s top tier The Luxury Collection.

“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.

Tribute Portfolio made its debut on April 16 with its first featured hotel, Royal Palm South Beach Miami, and will soon open new hotels in a number of US destinations, including Asheville, North Carolina, Nashville, Tennessee, Savannah, Georgia, and Charleston, South Carolina. 

While the brand will initially be limited to US-based hotels, Starwood is currently in talks with hotel owners all around the world to set up properties under the Tribute Portfolio. In particular, Aron told the Press Trust of India that the Indian market would represent a particularly interesting opportunity for the brand.

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Clement Huang

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