Starwood Launches Tribute Portfolio
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Today Starwood Hotels & Resorts introduces the Tribute Portfolio, its 10th brand and second collection of independent hotels. A complement to Starwood’s five-star-focused The Luxury Collection, the Tribute Portfolio will initially focus on four-star properties in the U.S., eventually expanding to Europe and beyond.
To celebrate the launch of Tribute Portfolio, SPG is offering members up to 10,000 bonus points for stays at the brand’s debut hotel, the Royal Palm South Beach Miami, through July 15, 2015.
The new brand’s slogan is “Stay Independent,” and reflects a Starwood in-house survey’s findings that 89% of SPG members want to stay in independent hotels, specifically when traveling for leisure and special occasions. “Nearly 50% of upper upscale hotels in the U.S. are independent, and likewise, 60% of four-star hotels globally are not affiliated with a brand flag. This provides Starwood with a vast landscape to grow Tribute Portfolio,” said Dave Marr, Senior Vice President of Brand Management, North America and Global Brand Leader for Tribute Portfolio.
With planned locations in high-demand destinations/markets where Starwood presently has little or no footprint, Tribute Portfolio is aiming to open 100 hotels around the world by 2020. According to the same survey, SPG members would most desire locations in Florida and Caribbean resort areas, locations in California wine country and Las Vegas, Alpine ski markets, African safari locales, Southeast Asia beaches, Nordic European countries, and major cities in South America and Asia.
Between 2016 and 2017, four Tribute Portfolio hotel properties will open in various Southern U.S. cities. In 2016, after under-going extensive renovations, the Noel Place Hotel will re-open in the Printers Alley area of downtown Nashville, Tennessee, followed by a new-build hotel on Savannah, Georgia’s River Street. In 2017, the brand will open in Charleston, South Carolina’s Historic District (with a property that includes a rooftop bar), and later that year, the Vandre Nouveau Hotel will open in the extensively renovated BB&T Bank building in Asheville, North Carolina.
Available for booking today, the Tribute Portfolio brand’s debut property, the recently-restored Royal Palm South Beach Miami, was originally built in 1939. Set on Collins Avenue, the 393-room property (including more than 100 suites) offers direct access to South Beach and close proximity to the restaurants and shopping around Ocean Drive. It also features two swimming pools, a fully equipped gym, and several dining options; the first outpost of popular Toronto restaurant Byblos will open at the hotel this summer, offering Eastern Mediterranean fare. At this SPG Category 6 property, room rates start at $404 or 20,000 Starpoints per night.
As with Starwood’s other brands, Starwood Preferred Guest members will be able to earn/redeem Starpoints at Tribute Portfolio hotels and enjoy elite-tier perks like upgrades and welcome amenities, as well as the brand’s partnerships with Delta, Uber, Emirates and American Express (through which SPG offers its co-branded personal credit card, the Starwood Preferred Guest® Credit Card from American Express one of my favorite cards for travel rewards).
To earn 10,000 bonus points for stays at the Royal Palm South Beach Miami through July 15, 2015, SPG members should register here.