Starwood Hotels & Resorts has revealed details of a new luxury independent hotel collection called the Tribute Portfolio.
The 10th brand in the Starwood portfolio, it follows a similar business model as the company’s Luxury Collection in that member hotels are independently owned and managed but marketed by Starwood.
Starwood Preferred Guest loyalty program members will be able to earn points when staying at a Tribute property.
The first member hotel will be The Royal Palm in Miami Beach followed by up to 10 hotels joining the brand within the first year.
Starwood’s Luxury Collection now comprises more than 100 five-star hotels.
"Independent hoteliers will benefit from the power of Starwood’s distribution, SPG and myriad other benefits," said acting Adam Aron, Starwood’s interim CEO.
"These owners like the distinctive character of their hotels and don’t like rigid brand standards. We will have standards, but they won’t be as prescriptive as traditional brand standards."
Starwood said it will initially focus on North America and Europe but Tribute will eventually launch globally.
