Starwood’s New Tribute Brand Is Inspired by Its Most Loyal Guests
Photo Credit: The entrance to the Royal Palm in Miami, the first property in Starwood's Tribute Portfolio. Starwood Hotels
Skift Take
Starwood boasts the most progressive and design-friendly brands among its competitors; however, even that is not enough to satiate consumers' demands for independent properties that they perceive bring them closer to a local, intimate experience.
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Starwood Hotels and Resorts today introduced Tribute Portfolio, the group’s 10th brand and its second collection of independent hotels.
The brand will be made up of four-star, upscale independent properties, differentiating it only slightly from the group’s five-star Luxury Collection.
Hilton Worldwide launched its similar collection of independent hotels, Curio, in June 2014 and Marriott has been buildin
