Starwood Hotels & Resorts Worldwide today unveiled Tribute Portfolio, a global collection of independent hotels, the chain's 10th hotel brand. While Starwood's Luxury Collection consists of five-star properties, Tribute will focus on the four-star, or "upper upscale" market segment, announced Starwood CEO Adam Aron, left, at a press conference in New York City this morning. The portfolio will offer "unique, distinctive, intriguing hotels that are aspirational for our guests," said Aron.
The brand's first is The Royal Palm in Miami's South Beach, which has been reflagged as Royal Palm South Beach Miami, a Tribute Portfolio Resort, announced Dave Marr, senior vice president of brand management, North America, and the global brand leader for Tribute Portfolio. Four other properties currently are being developed for the brand. The Noel Place Hotel in Nashville will undergo an extensive renovation and open in 2016 with 166 guest rooms. Also targeted for a 2016 debut is a 173-room new-build in Savannah, Ga. An "adaptive reuse" of a landmark bank building in Asheville, N.C., will open in 2017 as the Vandre Nouveau Hotel, with 150 guest rooms. A 100-room new-build in the historic district of Charleston, S.C., also is slated to open in 2017.
Tribute Portfolio is expected to be 100 hotels strong by 2020, said Aron, matching the current size of the Luxury Collection. All of the properties will have meeting space, he noted, and "groups large and small will be a significant part of our occupancy."
For more information, visit www.tributeportfolio.com