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Design Hotels Is Starwood’s Newest Partner

Starwood Hotels and Resorts partners with Design Hotels to welcome more access to more destinations.

Starwood Hotels and Resorts announced a new expanded partnership with Design Hotels on December 1 that will allow customers to have more hotel access in more destinations. Starwood has been a majority investor in Design Hotels since 2011, but with the expanded collaboration, Starwood guests will be able to book Design Hotels stays online, through apps, and through the customer service centers. Loyalty program members will now receive benefits from staying at certain Design Hotels properties.

“Starwood’s hotel guests and SPG members will see our new marketing partnership with Design Hotels as an 11th Starwood brand,” Adam Aron, interim Starwood CEO, said in a release. “It will create a special niche in our distinct portfolio of global brands and offer more options for travelers to stay with us around the world. These independent, design-forward hotels will benefit from Starwood’s powerful loyalty and distribution platforms. They will also serve to help us enhance owner and shareholder returns and attract more high-value guests to SPG who make up more than half of all Starwood stays.”

The first partner hotels, according to the release, include the Gramercy Park Hotel in New York City, Ten Bompas in Johannesburg, South Africa, the C-Hotel in Lake Como, Italy, Nira Montana in La Thuile, Italy, Nira Alpina in St. Moritz, Switzerland, and Kruisherenhotel Maastricht in the Netherlands. More hotels are expected to partner up throughout 2016.

Design Hotels will remain in operation as a standalone entity throughout the partnership.

[Photo: Gramercy Park Hotel, Design Hotels]

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