Great Northern Hotel becomes debut European Starwood Tribute


The Great Northern Hotel in London’s Kings Cross has become the first property in Europe to join Starwood’s new Tribute portfolio.

The boutique hotel marks the debut European addition to the Tribute collection, Starwood’s 10th brand that comes with the tagline, ‘Stay Independent’.

The signing of The Great Northern Hotel is a significant step in the global roll-out of the Tribute portfolio, which launched in April this year with the acquisition of the Royal Palm South Beach Miami.

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“We are delighted to welcome the Great Northern Hotel as the first Tribute Portfolio property in Europe,” said Dave Marr, global brand leader for Tribute Portfolio and Sheraton Hotels & Resorts. “The hotel has been designed with such meticulous attention to detail, and we’re excited to partner alongside Mr. Jeremy Robson as he continues to bring his independent vision to life.”

The Great Northern Hotel has become one of the best boutiques in London since its launch in 2013. The bedrooms, together with the GNH Bar and Plum + Spilt Milk restaurant have made a significant impact on the market, retaining much of its Victorian heritage with nods to the hotel’s past in its design.

“Since our launch in 2013, the Great Northern Hotel has become one of London’s finest boutique hotels,” said Jeremy Robson, owner of the Great Northern Hotel. “The restoration of the property was a dream of mine for many years, and together with my excellent team, I am incredibly proud to have created something of real value: a London landmark serving both visitors and Londoners alike. Today, our award-winning hotel joins Tribute Portfolio and the prestigious Starwood collection. We are looking forward to building on our success with this powerful brand whilst maintaining everything that makes the Great Northern Hotel a unique and much-loved property. ”

The Tribute Portfolio allows owners of its properties to maintain their independence, while having access to Starwood’s distribution, loyalty and sales platforms.

This move accelerates the brand’s ambitious growth plans, which is to have 100 Tribute properties by 2020 in high-demand locations and markets across the globe.