Starwood Hotels & Resorts Worldwide Inc. has launched its first new brand in nine years. This comes as the biggest initiative to revamp the hospitality brand since its chief executive, Frits van Paaschen left in February.
According to The Wall Street Journal, the luxury hotel company is spending $20 million on its new set of collection hotels labeled Tribute Portfolio. The posh collection is created to be a group of independent hotels that will maintain its original identity versus taking on the personality of the luxury brand.
Starwood Hotels, which is now headed by Adam Aron, has revealed the Tribute Portfolio properties will be set in high-demand locations where Starwood Hotels & Resorts brand has yet to establish a presence.
As stated by Aron, “We know exactly where they’re telling us to be—Paris, London. I’d love to see a Tribute hotel in London as soon as we can.”
According to the plush collection’s site, “Our newest brand, Tribute Portfolio, gives guests access to exceptional independent hotels around the world, and owners the ability to maintain their hotels individuality while leveraging the power of Starwood – including our industry leading Starwood Preferred Guest loyalty program – to help maximize performance. From boutique resorts to exciting hotels in choice urban locations, each Tribute Portfolio hotel offers inspired style and superior service. It’s our celebration of individuality.”
The first property to debut under the Tribute Portfolio collection is The Royal Palm South Beach, formerly known as The James.
Owner of the luxury property Jim Francis said, “We are excited to immediately enjoy the top-line benefits of Starwood’s high-end customer base and SPG program. South Beach is largely a non-branded marketplace and by affiliating with Starwood, we will continue to enjoy the flexibility of providing independent services and operating standards, yet benefit from the incredible strength of our good partner’s global reservation system, distribution channels and powerful loyalty program.”
Other locations will include: Ashveille, Nashville, Savannah and Charleston.
Guests will be able to access amenities of the new luxe collection via a mobile-based application that will be compatible for all mobile devices.
(Photos via Starwood Hotels & Resorts)