Royal Palm is a Tribute to Luxury and Independence

The always ultra-luxurious Starwood Hotels & Resorts Worldwide Inc, is launching a new brand, The Tribute Portfolio. It’s been nine years since this company has launched a new brand. It also marks the biggest push to revitalize the brand since the departure of Fritz van Paaschen, Chief Executive, February of this year.

And a big push it is; Starwood will invest over $20 million on the new collection of elite and luxurious hotels, says The Wall Street Journal. The Tribute Portfolio, the group of hotels now owned by Starwood Hotels & Resorts, are an exclusive group of independently owned businesses. The hotels will retain their identities,while upholding the posh standards of the luxury hotel powerhouse.

Tribute Portfolio hotels will be popping up in the hottest locations where the Starwood brand isn’t yet established. Adam Aron, new head of Starwood Hotels said,

“We know exactly where they’re telling us to be – Paris, London. I’d love to see a Tribute hotel in London as soon as we can.”

Tribute Portfolio properties are unique to Starwood and an exclusive experience for guest and owner. Guests will be able to enjoy one-of-a-kind, five-star hotels all around the world, knowing their stay is up to the Starwood standard. Owners will rejoice, keeping the distinctiveness and individuality of their hotels, all while having the prestige and power of the luxury hotel authority. According to the site,

“From boutique resorts to exciting hotels in urban locations, each Tribute Portfolio hotel offers inspired style and superior service. It’s our celebration of individuality.”

All Tribute Portfolio hotels will include the signature Starwood Preferred Guest loyalty program (SPG). This special loyalty program allows guests to rack up Starpoints for just about every expense. Members have the option of premium point packages: Preferred, Gold, or Platinum. Platinum members have exclusive benefits including a free check-in gift, free high-speed internet, and free room upgrades. Starwood now offers lifetime Gold and Platinum membership that awards elite benefits for life.

The debut properties for the Tribute Portfolio is the always plush Royal Palm South Beach. Once called The James, They Royal Palm is an exquisite stay in paradise. The owner, Jim Francis, is excited for the new partnership. His hotel is already reaping the benefits of the Starwood customer base. Currently, South Beach is mainly a non-branded marketplace. Jim remarks on the new affiliation with Starwood,

“We will continue to enjoy the flexibility of providing independent services and operating standards, yet benefit from the incredible strength of our good partner’s global reservation system, distribution channels and powerful loyalty program.”

The next upcoming locations are Asheville, Charleston, Nashville, and Savannah. Mr. Francis wasn’t understating the powerful network Starwood will be providing. Guests booking a Tribute Portfolio hotel, or any hotel in the Starwood collection, can use the mobile app. The app, compatible for all devices, allows the user to access any and all of the amenities the posh collection has to offer.

To book your stay, visit the Tribute Portfolio site. Or check out the Starwood Hotels & Resorts site for all of the luxurious locations. We recently covered the newest addition to the Starwood family. Read up on the Japanese location, the Suiran in Kyoto. For more on the Tribute Portfolio head over to Haute Living. What do you think of this new line of hotels? Have you ever stayed at a Starwood? Would you want to? Let us know in the comments down below. Remember to rate, like, and subscribe to keep yourself up to date in the luxury world.