Starwood launches first new hotel brand in 9 years

Starwood launches first new hotel brand in 9 years

Starwood Hotels & Resorts Worldwide will launch a new brand, Tribute, made up of independent hotels that opt to affiliate with the group.

According to the Wall Street Journal, the project was started under the leadership of its former ceo, Frits van Paasschen who left the post earlier this year reportedly due to differences in strategy.

As per the report, Starwood will spend US$20 million to launch the Tribute portfolio, and will allow hotel owners to become affiliates under the new brand but in return provide Starwood 10% of the hotel’s room revenue under agreements.

Hotel owners will be able to keep their names but tap into Starwood’s marketing prowess under the new brand, including giving guests Starwood loyalty points for stays.

The WSJ reports The Royal Palm South Beach Miami will become first Tribute hotel, which is currently listed under Starwood’s Luxury Collection brand, and has an aim of 100 hotels join the group by 2020.

The WSJ reports Starwood’s interim ceo Adam Aron saying the properties “will get a powerful distribution network but get to remain independent”.

The move comes as Starwood continues its global expansion with the announcement of opening of Suiran, its first Luxury Collection hotel in Japan and a first Four Points hotel in Las Vegas.

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