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Tribute Portfolio — Starwood’s New Brand That Invites Guests to “Stay Independent”

Tribute Portfolio — Starwood’s New Brand That Invites Guests to “Stay Independent”
Jennifer Billock

Marking the company’s tenth brand, Starwood has introduced Tribute Portfolio, a collection of independent hotels.

Starwood Hotels & Resorts has introduced a new collection of hotels — Tribute Portfolio. The new brand’s motto is to “stay independent,” allowing guests to stay at top-of-the-line independent hotels with minimal intervention from the Starwood brand overall. All hotels obtained for this brand are expected to be four star, upscale properties.

“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,” Adam Aron, Starwood’s CEO, said in a press release. “Our mission with Tribute Portfolio is very simple: bring great hotels in great destinations to our loyal SPG members, who make up more than half of all Starwood stays.”

Over the next five years, Starwood is expects to obtain 100 independent hotels for the brand. The debut property, and so far the only property, is the Royal Palm South Beach Miami, a recently restored hotel from 1939. Four additional properties are expected to launch under this brand by 2017 in North Carolina, South Carolina, Tennessee and Georgia.

The Tribute Portfolio is Starwood’s second collection of independent hotels. The company hopes that adding this new brand will be another step toward solidifying Starwood as the world’s most global high-end lodging organization, and also that it will increase membership in Starwood Preferred Guest, the hotel group’s rewards program. To celebrate the new collection, Starwood is offering loyalty members up to 10,000 bonus points for stays at Tribute Portfolio properties through July 15.

[Photo: Starwood Hotels & Resorts Worldwide]

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