Starwood’s 10th Brand Sets Sights on World’s Most Distinct Independent Hotels



Chris Austin
Vice President, Global Leisure & Luxury Sales

Starwood Hotels & Resorts Worldwide, Inc. is thrilled to introduce to our travel professional partners our newest brand Tribute Portfolio™, the company’s 10th brand and second collection of independent hotels.  The Tribute Portfolio brand will be comprised of outstanding independent hotels and resorts. With a firm focus on four star, upper upscale hotels, Tribute Portfolio will complement Starwood’s The Luxury Collection brand and further solidify Starwood as the world’s most global high-end hotel company.

Our newest brand debuted with its first featured hotel, the iconic Royal Palm South Beach Miami and will soon open new hotels in Asheville, North Carolina, Nashville, Tennessee, Savannah, Georgia, and Charleston, South Carolina. Our mission with Tribute Portfolio is very simple: bring great hotels in great destinations to our loyal SPG members and to your customers.

Starwood’s goal is to have 100 Tribute Portfolio hotels and resorts over the next five years. Initial focus on growth of this new brand will be in North America and Europe, and you can expect to see Tribute Portfolio properties in global markets for your travelers within the first year.

Starwood’s The Luxury Collection, the hotel industry’s original “collection brand,” featuring some of the world’s most iconic independent luxury hotels, is in the midst of its most prolific growth spurt in its 21-year history. In the last decade, The Luxury Collection brand has tripled its footprint, growing more than 60% in the last five years alone.

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 Starwood and for us to help you increase your leisure and occasion travel sales with us!

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 July 15, 2015.

Please remember that our award winning loyalty program is YOUR loyalty program too. SPG Pro leverages the power of SPG, Starwood’s industry-leading loyalty program. Our travel professional partners earn 1 Starpoint for every US$3 of eligible room revenue when you book leisure or business travel for your clients — and for any groups, meetings and events you plan with us. Eligible rate plans include retail commissionable rates booked via the GDS, CCC, Starwood web sites or Starwood property direct.

You also earn 1 eligible night toward elite status for every 20 group room nights or room nights you book for your clients. Elite status means more Starpoints and elevated benefits when you stay with us personally, including late checkout, room upgrades and more.

We estimate that at least 70 million Starpoints® will be earned by travel professionals through our new loyalty program this year. That is a lot of free nights, free flights and SPG moments in the future for our travel professional partners.

Keep learning with us as well. Our professional learning options include more than 20 destination immersions for you to better understand the global marketplace, and these will continue to expand this year. We are simply growing our rewards for you and expanding our partnership with the travel professional community.

Please visit us today at spg.com/pro and be sure you are earning your rewards for entrusting your business to us.


Chris Austin
Vice President, Global Leisure & Luxury Sales
Starwood Hotels & Resorts