Starwood introduces second collection of independent hotels

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Starwood Hotels & Resorts has announced the introduction of Tribute Portfolio, its 10th brand and second collection of independent hotels.

With the strapline ‘Stay Independent’, the Tribute Portfolio will comprise independent hotels with a firm focus on four-star and upscale hotels.

“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.

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“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.”

Tribute Collection made its debut on April 16 with Royal Palm South Beach Miami.

New hotels under the brand will soon open in Asheville, North Carolina, Nashville, Tennessee, Savannah, Georgia, and Charleston, South Carolina, with no plans announced for the UK yet.

Aron said that 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.

Aron continued: “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 complements Starwood’s Luxury Collection brand, which features independent luxury hotels.

Tribute Portfolio will also launch with a digital initiative that will zero in on independent moments found at hotels throughout the brand.

Dubbed #OurLikes, the campaign will celebrate the features and experiences that travellers love about staying independent.

“What makes Tribute Portfolio stand out is its simple focus on great independent hotels in exciting places that we know will absolutely delight our SPG members and guests,” concluded Dave Marr, senior vice president of brand management, North America and global brand leader for Tribute Portfolio.

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