Starwood launches Tribute Portfolio independent hotel collection

US: Starwood Hotels & Resorts Worldwide has launched Tribute Portfolio, the company’s 10th brand and its second collection of independent hotels.

US: Starwood Hotels & Resorts Worldwide has launched Tribute Portfolio,  the company’s 10th brand and its second collection of independent hotels.

Starwood says the 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 the world’s most global high-end hotel company.”

The brand is launching today with its first featured hotel, the Royal Palm South Beach Miami, and will soon open properties in Asheville, North Carolina; Nashville, Tennessee; Savannah, Georgia, and Charleston, South Carolina.

Starwood CEO Adam Aron said: “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. 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,” added Aron.

Starwood says it expects to sign 100 global Tribute Portfolio hotels by 2020. The brand is being launched with a major print and digital ad campaign in the US.

Editor’s Comment

An international giant like Starwood has to cover all the bases, and with recent events such as Hilton’s launch of the Curio brand, and Marriott’s rapid expansion of Autograph Collection, a collection of independent hotels placed below its own Luxury Collection brand makes perfect sense. Starwood has one of the best membership databases in the business and says the Tribute Portfolio is largely a response to their demands for stays at independent properties, particularly in geographic areas where the main Starwood brands have little reach.

Be in the know.

Subscribe to our newsletter »