Starwood has launched its 10th brand and 2nd
collection of independent hotels - the Tribute Portfolio.
With a firm focus on what the group calls
“upper upscale hotels”, the Tribute Portfolio has made its debut with the Royal Palm
South Beach Miami and will soon open new hotels in Asheville,
North Carolina, Nashville, Tennessee, Savannah, Georgia, and
Charleston, South Carolina.
“With Starwood’s history of brand innovation,
design leadership and our leading global high-end footprint, we
believe Tribute Portfolio will be an exciting solution for hotel
owners of distinct properties who wish to maintain their
independent spirit, yet benefit from Starwood’s powerful
distribution, loyalty and sales platforms,” said Adam Aron,
Starwood’s Chief Executive Officer. “Our mission with Tribute
Portfolio is very simple: bring great hotels in great destinations
to our loyal SPG members, who make up more than half of all
Starwood stays ... We recognize that
independent hotels also attract guests who are not already
affiliated with SPG. Tribute Portfolio will provide a clear
opportunity for us to grow our SPG member base and deliver more
loyal guests across all of our Starwood hotels worldwide.”
Starwood’s goal is to have 100 Tribute Portfolio hotels and
resorts over the next five years, and travelers can expect to see
Tribute Portfolio properties in global markets within the first
year.
“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. “In
speaking with many owners, it is clear that they welcome the
opportunity to partner with Starwood to enhance the performance of
their independent hotels. They are attracted to the benefits that
will come from the power of SPG and our high-end Starwood sales
customers coupled with the flexibility of minimal brand specific
standards.”
According to a recent survey of SPG members conducted by
Communispace in the SPG Advisory Community, 89% said they are
interested in staying in independent hotels, particularly for
leisure travel and special occasion trips to unique destinations.
Additionally, nearly 70% of members said they have already stayed
at an un-branded hotel property, representing a strong opportunity
for the company. SPG members identified a diverse North American
hotel wish-list that includes more Florida and Caribbean resorts
as well as locations in California wine country, Las Vegas, and
boutique markets like Savannah, Georgia, and Charleston, South
Carolina. The list of “most wanted” global destinations features
Alpine ski markets, African safari retreats, Southeast Asia
resorts and Northern Europe, especially the Nordic countries.
Demand is also on the rise for more hotels in South America, led
by Rio, São Paulo and Buenos Aires as well as across Asia in
primary markets such as Tokyo, Hong Kong, and Singapore.
As with Starwood’s other nine brands, SPG members
will be able to earn and redeem Starpoints at Tribute Portfolio
hotels and enjoy in-hotel elite tier benefits, such as upgrades,
welcome amenities, late check-out and more.
In celebration of Starwood’s 10th brand, SPG is
offering members up to 10,000 bonus points for stays at Tribute
Portfolio hotels through 15 July 2015.
Tribute Portfolio on
Track to Reach 10 Hotels in First Year
The Tribute
Portfolio brand’s debut property, the iconic Royal Palm South
Beach Miami, boasts direct beach access to world famous South
Beach and is located on Collins Avenue, steps from Ocean
Drive and the area’s luxury retail shopping and entertainment
district.
Owned by Chesapeake Lodging Trust and managed by HEI
Hotels & Resorts, the Royal Palm South Beach, a Tribute Portfolio
Resort, has been recently restored by Lauren Rottet of Rottet
Studio as a modern homage to the hotel’s rich history.
Dating back
to 1939, the Royal Palm features 393 guestrooms, including more
than 100 suites, two swimming pools surrounded by contemporary
cabanas, a fully equipped gym, and more than 10,000 square feet of modern meeting and event space.
Signature dining options include
Florida Cookery Patio, an outdoor dining experience with
approachable, local fare; South Shore bar and lounge, featuring a
small plates menu and extensive cocktail list; and The Coffee Bar,
providing all day coffee, juices, teas and pastries set in the
hotel’s original green glass reception desk.
A new destination
restaurant, Byblos, will open this summer and feature Eastern
Mediterranean fare by Executive Chef Stuart Cameron. Designed by
Canadian design firm Munge Leung, this will be the first US
outpost of the Toronto favorite.
More Tribute Portfolio Hotels
In
Asheville, North Carolina, the well-known BB&T Bank building,
which draws inspiration from renowned modernist architect Ludwig Mies van der Rohe, will open in 2017 as the Vandre Nouveau Hotel,
a Tribute Portfolio Hotel. The property is a partnership between
McKibbon Hotel Group and Tower Associates and will include 150
guest rooms and suites, a destination restaurant and lobby bar,
and more than 4,000 square feet of modern meeting and event space.
Starwood is also working with Rockbridge to open
three Tribute Portfolio hotels:
Debuting in 2016, the historically
significant Noel Place Hotel in the Printers Alley area of
downtown Nashville, Tennessee, will undergo a comprehensive
renovation and feature 166 guestrooms and suites, a destination
restaurant, rooftop bar and speakeasy.
Also slated to open in
2016, a new build hotel in Savannah, Georgia, will be
situated on River Street in the city’s Historic District and
include 173 guestrooms and suites, an 11,000 square foot
indoor/outdoor rooftop bar, outdoor swimming pool, and destination
restaurant.
In 2017, Tribute Portfolio will debut in the Historic
District of Charleston, South Carolina, with a 100 guestroom hotel featuring a rooftop pool and bar, signature restaurant, and 11,000
square feet of indoor/outdoor meeting and event space.
Starwood has launched
an extensive global campaign to promote Tribute Portfolio in
digital, social and traditional media channels, including
advertising in both consumer and B2B print and digital outlets and
event activations in key global markets.
Tribute,
Starwood,
Miami
|