Starwood Hotels & Resorts Worldwide has now introduced Tribute Portfolio – the company’s tenth 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 be comprised of 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 one of the world’s most global high-end hotel company. The brand will make its debut today 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, Georgia, and Charleston, South Carolina.
“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,” says Adam Aron, Starwood’s CEO. “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.”
“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,” adds Dave Marr, senior vice president of brand management, North America and global brand leader for Tribute Portfolio. “This provides Starwood with a vast landscape to grow 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.”
