For hotel owners of distinct properties who wish to maintain their independent spirit, Starwood Hotels & Resorts introduced Tribute Portfolio, the luxury hospitality company’s 10th brand and second collection of independent hotels.
The brand made its debut with its first featured hotel, the Royal Palm South Beach Miami and will soon open new hotels in Asheville, North Carolina, Nashville, Tennessee, Savannah, Georgia, and Charleston, South Carolina.
“Our mission with Tribute Portfolio is very simple: bring great hotels in great destinations to our loyal SPG (Starwood Preferred Guest) members, who make up more than half of all Starwood stays,” explained Adam Aron, Starwood’s Chief Executive Officer.
With a long runway to grow, Starwood expects 100 Tribute Portfolio hotels by 2020. 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 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 welcome the opportunity to partner with Starwood to enhance the performance of their independent hotels. 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.”