Starwood Hotels & Resorts launches Tribute brand in the UK

Starwood Hotels & Resorts is bringing its first new hotel chain in nine years to Europe as it looks for ways to accelerate its lacklustre growth. Launched this past April as Starwood’s 10 th brand, Tribute Portfolio is a collection of outstanding independent hotels and resorts, promising owners, Starwood Preferred Guest (SPG) members and guests alike the ability to “Stay Independent”.

Starwood Hotels’ latest independent hotel brand, Tribute Portfolio, has signed up its first property in London.

Starwood’s former chief executive, Frits van Paasschen, departed abruptly in February after criticism that the hotel company was not expanding as fast as its rivals.

“Since our launch in 2013, the Great Northern Hotel has become one of London’s finest boutique hotels,” said Robson, owner of the Great Northern Hotel, a Tribute Portfolio Hotel.

The Great Northern Hotel, a King’s Cross London landmark, represents the second official property in the Tribute Portfolio collection, with two future properties planned for Coral Gables and Fort Lauderdale in Florida.

“Around 45% of my room sales are through the online travel agents and they take 20-21% commission”.

Robson said the deal would see his gross cost of sales per room drop from 18% to 12.5%. “We are trading well”. The property, which will be officially known as “The Kiroro, a Tribute Portfolio Hotel, Hokkaido”, has been signed as part of double deal with the Sheraton Hokkaido Kiroro Resort, with both properties scheduled to open in December 2015. Beyond the typical hotel brochure, these socially-sourced vignettes highlight the secret spots, must-sees and can’t-miss experiences at each Tribute Portfolio property.

Located just 25 metres – not minutes – from the Eurostar terminus at St. Pancras, you’ll have your passport stamped as you enter the UK and will be relaxing in your hotel room before you’ve even had a chance to check your email.

Michael Wale, head of Starwood in Europe, said: “We have a loyalty programme that is highly desirable”.