Starwood Hotels & Resorts Worldwide, Inc. introduced its 10th brand and second collection of independent hotels, Tribute Portfolio™, last week.
Focused on four-star,upper upscale hotels, the new brand will complement Starwood’s The Luxury Collection brand. Its first featured hotel, the iconic Royal Palm South Beach Miami, debuted April 16th. New properties are slated to open soon 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. “Our mission with Tribute Portfolio is very simple: bring great hotels in great destinations to our loyal Starwood Preferred Guest® members, who make up more than half of all Starwood stays.”
Aron said 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.