Starwood Hotels is launching a new brand called the Tribute Portfolio featuring independent hotels in a bid to attract more business globally – with a London opening planned as soon as possible.
Starwood Hotels and Resorts Inc said its10th brand would focus on four-star properties in the upper upscale category, with an initial concentration in North America and Europe.
It is the group’s second collection of independent hotels which will be celebrated for their ‘uniqueness’.
The hotel group, which already owns the Sheraton and W brand, hopes to add 100 new properties worldwide with the brand in the next five years, starting with the Royal Palm South Beach Miami.
Former CEO Frits van Paasschen resigned in February and has been accused of being slow to expand with new brands.
The hotel group, now led by Adam Aron, said the new brand would be located in high-demand areas and markets where members of Starwood’s loyalty program travel but the company currently has no presence.
"We know exactly where they’re telling us to be — Paris, London," he said in a presentation about the brand. "I’d love to see a Tribute hotel in London as soon as we can."
