STARWOOD Hotels & Resorts Worldwide is recruiting Asian hotels into Tribute Portfolio, its latest collection of independent hotels meant to cater to changing customer demand.
With the radar on four- and five-star upper upscale hotels, this brand, which was launched last month, is looking to welcome at least 100 independent hotels and resorts globally over the next five years.
Alison Taylor, the newly appointed senior vice president of Starwood’s sales organisation, told TTG Asia e-Daily at the Asia launch of the brand that although the initial focus of growth will be in North America and Europe, there is ongoing discussion with hotels in Asia who have expressed interest in coming on board.
Tribute Portfolio, the company’s 10th brand and second collection of independent hotels, currently has five hotels under its wing, including the Royal Palm South Beach Miami.
Taylor explained: “We see a big number of requests coming from our guests to stay in independent hotels and it is because these people enjoy the unique flavour and personality of such hotels.”
“This new brand gives us a huge opportunity to work with independent hotels that can utilise our booking channels and reward programmes that results in a win-win situation,” she added.
According to Starwood, 50 per cent of upper upscale hotels in the US are independent, and 60 per cent of four-star hotels globally are not affiliated with a brand flag, which in turn provides Starwood with a vast landscape to grow the Tribute Portfolio.
Taylor also revealed that Starwood will be announcing plans for their largest portfolio – Sheraton, which holds 40 per cent of the property count – towards the middle of the year.
She said: “We are not going to rework the brand, but we want to heighten awareness about Sheraton through enhanced marketing and sales efforts.”
