Starwood Hotels introduces first brand in nine years

Tribute Portfolio is Starwood’s tenth brand, to feature independent hotels
Tribute Portfolio is Starwood Hotels & Resorts Worldwide’s tenth brand and second collection of independent hotels, launching with five hotels including the Royal Palm South Beach Miami.
Promising owners and guests the ability to “Stay Independent”, the brand will be comprised of “outstanding independent hotels and resorts” with a focus on “four-star, upper upscale hotels”. Tribute Portfolio will complement Starwood’s existing The Luxury Collection brand.
The brand has already made its debut with its first featured hotel, the Royal Palm South Beach Miami, and will soon open new hotels in Asheville, Nashville, Savannah and Charleston. Starwood says it expects 100 Tribute Portfolio hotels by 2020.
“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,” explained Adam Aron, Starwood’s chief executive officer. “Our mission with Tribute Portfolio is very simple: bring great hotels in great destinations to our [loyalty program] SPG members, who make up more than half of all Starwood stays.”
Aron said that the initial focus on the growth of this new brand will be in North America and Europe.
TTG Nordic
[pictured: Starwood Hotels & Resorts, Tribute Portfolio: Savannah; photo: Business Wire]

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