Starwood hotles introduces Tribute portfolio

MIAMI - April 23, 2015 - PRLog -- Starwood Hotels & Resorts Worldwide, Inc. today introduced  Tribute Portfolio, the company’s 10^th brand and second collection of independent hotels.  Promising owners, Starwood Preferred Guest^® (SPG^®) members and guests the ability to “Stay Independent,” the Tribute Portfolio brand will be comprised of outstanding independent hotels and resorts.  With a firm focus on four star, upper upscale hotels, Tribute Portfolio will complement Starwood’s The Luxury Collection brand and further solidify Starwood as the world’s most global high-end hotel company. The brand will make its debut today with its first featured hotel, the iconic Royal Palm South Beach Miami and will soon open new hotels 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 SPG members, who make up more than half of all Starwood stays.”

Aron continued, “We recognize that independent hotels also attract guests who are not already affiliated with SPG. Tribute Portfolio will provide a clear opportunity for us to grow our SPG member base and deliver more loyal guests across all of our Starwood hotels worldwide.”

With a long runway to grow, Starwood expects 100 Tribute Portfolio hotels by 2020

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, and travelers can expect to see Tribute Portfolio properties in global markets within the first year.

Tribute Portfolio will also launch with a digital initiative that will zero in on extraordinary independent moments found at hotels throughout the brand. Dubbed #OurLikes, the campaign will celebrate the captivating features and experiences that travelers love about staying independent.  Going beyond the typical hotel brochure, these socially sourced vignettes from guests will unveil the secret spots, must-sees and can’t miss experiences of Tribute Portfolio hotels, such as the dimly-lit Edison bulbs that lead the way to an underground whiskey bar, the off-the-menu cocktail with ingredients the bartender will never disclose, or the undiscovered corner of the rooftop lounge that offers an uninterrupted view of the sunset.

“What makes Tribute Portfolio stand out is its simple focus on great independent hotels in exciting places that we know will absolutely delight our SPG members and guests,” concluded Marr.

About Starwood Hotels & Resorts Worldwide, Inc.

Starwood Hotels & Resorts Worldwide.Inc. is one of the leading hotel and leisure companies in the world with more than 1,200 properties in some 100 countries and over 180,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences .