The tenth brand from Starwood passionately creates the world’s most outstanding independent hotels
Five uniquely styled hotels have made their debut, including the renowned Royal Palm South Beach in Miami
Stamford, Connecticut, April 16, 2015 /PRNewswire/ -- Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today unveiled its tenth brand and second independent hotel brand — Tribute PortfolioTM. Tribute PortfolioTM The brand will comprise a collection of exceptional independent hotels and resorts, dedicated to delivering an “Stay Independent” lodging experience for owners, SPG members, and guests. Focused on upscale hospitality, the brand will join forces with The Luxury Collection to further solidify Starwood’s position as the most global upscale hotel company. Tribute PortfolioTM makes its debut today alongside its first globally signed property — the renowned Royal Palm South Beach in Miami — with additional new properties to follow in Asheville, North Carolina; Nashville, Tennessee; Savannah, Georgia; and Charleston, South Carolina.
Royal Palm South Beach, Miami
“With Starwood’s legacy of brand innovation, extraordinary design, and vast global footprint in upscale hospitality, I believe Tribute Portfolio will be the ideal choice for hotel owners. This brand allows owners to retain their independent identity while benefiting from Starwood’s powerful distribution, loyalty, and sales platforms to drive profitability,” said Starwood CEO Adam Aron . “The mission of Tribute Portfolio is simple: to deliver exceptional hotel experiences at fantastic destinations for our loyal SPG members, who make up more than half of all Starwood stays.”
“We recognize that independent hotels also appeal to guests who are not part of the SPG program. Tribute Portfolio gives us a tremendous opportunity to grow our SPG membership base and bring more loyal guests to Starwood hotels worldwide,” Aron added.
Starwood plans to2020have 100 Tribute Portfolio hotels
by year-end. Aron stated that Starwood aims to develop 100 Tribute Portfolio hotels and resorts globally within the next five years.
The initial expansion plan for Tribute Portfolio hotels will focus on North America and Europe, with expectations to reach other global markets within the brand’s first year.
“Nearly 50% of upscale hotels in the U.S. are independent, and globally, 60% of four-star hotels are not affiliated with any brand — this presents significant opportunity for Starwood to grow Tribute Portfolio,” said Dave Marr , Senior Vice President of North American Hotel Brand Management and Global Brand Leader for Tribute Portfolio. “We’ve spoken with many hotel owners who have clearly expressed interest in partnering with Starwood to elevate the performance of their independent properties. They will also greatly benefit from the advantages of SPG, Starwood’s premium sales clientele, and the flexibility of minimal brand standards.”
Starwood’s The Luxury Collection is the industry’s original “curated brand,” showcasing some of the world’s most distinctive independent luxury hotels. Today, The Luxury Collection is experiencing the most remarkable growth in its 21-year history. Over the past decade, the brand’s footprint has tripled, with 60% growth in just the last five years. Marr added, “Starwood is extremely selective when choosing partners for The Luxury Collection, and we will bring the same level of care to curating independent, upscale hotels for Tribute Portfolio, ensuring guests and SPG members continue to enjoy premium experiences around the world.”
Tribute Portfolio Meet SPG the members’ desire for“more destinations,more hotels”,,and the opportunity to earn up to 10,000 bonus points
Tribute Portfolio hotels will focus on high-demand destinations as well as markets where SPG members want to go but where Starwood currently has little or no presence.
“We frequently hear from SPG members that they want more choices in more destinations, and Tribute Portfolio was created to meet that demand. Members continue to be our driving force and inspiration in developing this brand,” said Mark Vondrasek the senior vice president of distribution, loyalty, and partner marketing at Starwood. “They’ve told us they want to stay at a Starwood hotel anytime, anywhere—and now we’re bringing them ‘Stay Independent’ experiences and points rewards.”
According to a recent Communispace survey conducted on behalf of the SPG program, 89% of members expressed interest in staying at independent hotels, especially for leisure vacations and special destination trips, while 70% reported having stayed at non-branded hotels, indicating significant opportunity for growth. SPG members provided a diverse wish list of North American properties, primarily featuring Florida and Caribbean resorts, along with others including California wine country, Las Vegas, and boutique small markets such as Savannah, Georgia, and Charleston, South Carolina. Globally, the most desired destinations include Alpine ski resorts, hidden hunting grounds in Africa, Southeast Asian beach paradises, and Northern Europe—especially the Nordic countries. Demand is also rising in South America, led by Rio de Janeiro, São Paulo, and Buenos Aires. Similarly, key Asian markets such as Tokyo, Hong Kong, and Singapore are seeing increased interest.
“The SPG program is the world’s richest hotel loyalty offering. Our dedication to premium brands and partnerships with companies like Delta Air Lines, Uber, American Express, and Emirates have strengthened guest loyalty, encouraging countless travelers to choose Starwood. With the launch of Tribute Portfolio, we’re thrilled to offer members access to the world’s finest independent hotel experiences,” added Vondrasek.
Like Starwood’s other nine brands, SPG members can earn and redeem Starpoints at Tribute Portfolio hotels, as well as enjoy elevated elite benefits such as room upgrades, welcome amenities, and late check-out. To celebrate the debut of Starwood’s tenth brand, SPG members who stay at a Tribute Portfolio hotel before July 15, 2015, can earn up to 10,000 bonus Starpoints. For more information and to enroll, visit http://www.spg.com/tributeportfolio.
From Miami to Nashville,Tribute Portfolio the brand plans to open10hotels in its first year
The iconic Royal Palm South Beach Miami is the first signed property under the Tribute Portfolio brand. Located on Collins Avenue with direct access to world-renowned South Beach, it is just steps away from the famous Ocean Drive, luxury retail, and entertainment. Recently transformed by Rottet Studio Lauren Rottet , the Royal Palm South Beach, a Tribute Portfolio Resort, exudes a modern vibe that complements its rich heritage. Opened in 1939, the hotel features 393 rooms, including over 100 suites, two pools with state-of-the-art cabanas, a fully equipped fitness center, and over 929 square meters of modern meeting and event space. Distinctive dining options include the Florida Cookery Patio, serving delicious local cuisine; South Shore, a casual bar offering small plates and cocktails; and a coffee bar offering coffee, juice, and light bites around the clock, seamlessly integrated with the hotel’s unique green glass front desk. A new destination restaurant, Byblos, set to open this summer, will feature Mediterranean-inspired cuisine crafted by Stuart Cameron the executive chef.The restaurant, designed by the Canadian design firm Munge Leung , will become the first U.S. culinary hub showcasing a variety of Toronto’s finest offerings.
Four additional Tribute Portfolio hotels are also in the pipeline. The historic BB&T Bank Building in Asheville, North Carolina, designed by renowned architect Ludwig Mies van der Rohe and inspired by modern art, will be transformed into the Vandre Nouveau Hotel, a Tribute Portfolio Hotel, opening in 2017. Developed by McKibbon Hotel Group and Tower Associates, the property will feature 150 rooms and suites, a destination restaurant and lobby bar, and over 371 square meters of modern meeting and event space.
Starwood is also collaborating with Rockbridge to develop three Tribute Portfolio hotels. The historic Noel Place Hotel in downtown Nashville’s Printers Alley district will undergo a full renovation and is expected to open in 2016 with 166 rooms and suites, a destination restaurant, a rooftop bar, and a specialty bar. A new-build hotel located on Savannah’s historic River Street is set to open in 2016, featuring 173 rooms and suites, a 1022-square-meter indoor/outdoor rooftop bar, an outdoor pool, and a destination restaurant. In 2017, Tribute Portfolio will debut in Charleston’s historic district, offering 100 rooms, a rooftop pool and bar, a specialty restaurant, and 1022 square meters of indoor/outdoor meeting and event space.
Tribute Portfolio New Global Marketing Campaign Launches
In addition to today’s Tribute Portfolio announcement, Starwood is also running full-page ads inThe Wall Street JournalandUSA Todayhighlighting the brand’s “Stay Independent” ethos and showcasing its first property. The company will also execute a major global campaign across digital, social, and traditional media channels in key worldwide markets, including consumer and B2B print, digital, and event outreach. Starwood has partnered with Instagram (one of the most active platforms among SPG members) to become one of the first brands to leverage the photo-sharing platform with innovative ad formats. The campaign will continue to grow as new hotels and resorts join the Tribute Portfolio portfolio.
Tribute Portfolio will also launch a digital campaign highlighting the relaxed, independent spirit of exceptional boutique accommodations. Themed #OurLikes, the campaign will spotlight what makes stays at independent hotels unique and memorable. Social content shared by guests includes hidden gems, must-visit spots, and extraordinary experiences at Tribute Portfolio hotels not found in brochures—like dimly lit passageways to underground whiskey bars, secret cocktails not listed on menus, and breathtaking sunset views from rooftop lounges.
“What makes Tribute Portfolio different is its singular focus on remarkable independent hotels in incredible destinations—we believe SPG members and travelers alike will love it,” said Marr.
Follow @TributePortfolio on Instagram, @TributePRTFLO on Twitter, and visit www.tumblr.com/TributePortfolio or www.facebook.com/TributePortfolio to experience “Stay Independent.” For more information about Tribute Portfolio, visit www.tributeportfolio.com or www.youtube.com/user/tributeportfolio.
About Starwood Hotels & Resorts Worldwide
With properties inWith hotels in 100 countries and regions and over 1,200 properties, Starwood employs more than 180,000 hotel team members within its owned and managed hotels. As a globally recognized brand, Starwood is a fully integrated hospitality company that operates as an owner, operator, and franchisor of hotels, resorts, and residences. Its portfolio of world-renowned hotel brands includes: St. Regis, The Luxury Collection, W Hotels, Westin, Le Méeridien, Sheraton, Four Points by Sheraton, Aloft, Element, and the recently launched Tribute PortfolioTM. Starwood boasts an industry-leading and highly acclaimed loyalty program – SPG (Starwood Preferred Guest), where members can earn and redeem points for hotel stays, room upgrades, and flights, all without blackout dates. Recently, Starwood announced that it would spin off Starwood Vacation Ownership, Inc. from the parent company by the end of 2015 to become an independent, publicly traded company. The company’s villa-style vacation ownership resorts and VIP privileges across Starwood brands deliver a world-class vacation experience. For more information, please visit http://www.starwoodhotels.com/cn.