Home page

Starwood launches 10th hotel brand, Tribute Portfolio


Starwood Hotels & Resorts Worldwide introduced Tribute Portfolio, the company’s 10th brand and second collection of independent hotels on Thursday. With a firm focus on upper upscale hotels, Tribute Portfolio will complement Starwood’s The Luxury Collection brand said the hotel. The brand will make its debut with 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,” said Adam Aron, Starwood’s Chief Executive Officer.

Aron continued, “We recognize 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.”

With a long runway to grow, Starwood expects 100 Tribute Portfolio hotels by 2020

Aron said Starwood’s goal is to have 100 Tribute Portfolio hotels and resorts over the next five years, and travelers can expect to see Tribute Portfolio properties in global markets within the first year.

“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. This provides Starwood with a vast landscape to grow Tribute Portfolio,” said Dave Marr, Senior Vice President of Brand Management, North America and Global Brand Leader for Tribute Portfolio.

“In speaking with many owners, it is clear that 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.”

Musafir Namah Bureau


Please enter your comment!
Please enter your name here