Design Hotels is deepening its partnership with Starwood Hotels & Resorts Worldwide, effectively becoming the group’s newest brand.
Design Hotels is aligning with Starwood’s marketing channels to offer its member hotels distribution through Starwood’s websites, mobile apps and call centers.
Guests booking stays at member hotels will receive SPG benefits and Starpoints.
"Starwood’s hotel guests and SPG members will see our new marketing partnership with Design Hotels as an 11th Starwood brand. 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," said Adam Aron, Starwood interim CEO.
"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.".
The first SPG partner hotels include the Gramercy Park Hotel in New York City, the C-Hotel in Lake Como, Italy, and the Nira Alpina in St. Moritz, Switzerland.
This will be boosted to at least 40 hotels by the beginning of 2016, said Design Hotels’ founder and CEO Claus Sendlinger.
"Since launching Design Hotels more than 20 years ago, we have built an engaged community of followers and an outstanding portfolio of hotels which provide guests with a meaningful and original experience," Sendlinger added.
The Design Hotels™ portfolio consists of nearly 300 independently owned premium and luxury hotels globally.
