Starwood's New Tribute Portfolio Independent Hotel Brand

It's funny, I always feel like SPG's brand concepts are pretty straightforward while Marriott's, and to a lesser degree Hilton's, are horribly confusing, but I'm not sure if that's just because I spend more time at SPG properties or not.

I'd prefer SPG focused on executing the services and benefits they claim to provide to us Platinum 50s and 75s before adding a bunch more hotels into a system that doesn't seem to scale properly. At least in my experience.

Welcome, have you ever stayed with us before? Why yes I have. Four times. Check your reservation systems.

Welcome, thanks so much for being SPG Gold. Thanks, except I'm Platinum.

And on and on and on.

I have liked this more 'independent' brand idea that the chains are taking on - makes a hotel feel less corporate to me.

It's funny too, as the first chain to really embrace a 3-4* independent brand was Choice Hotels with their Ascend Collection. Not a company I would've expected to be an innovator in this regard.

1) This feels a bit like Marriott's Autograph brand.
2) I'm mostly a Marriott person, and I guess the consistency of their chain is mostly what I like about them. I worry that an un-brand brand might not work as well, at least for me.

any indication which CHS property will be re-flagged to SPG?

I am particularly giddy to know what will occur in Charleston.

The article at:

http://www.businesswire.com/news/home/20150416005834/en/Starwood-Hotels-Introduces-Tribute-Portfolio%E2%84%A2#.VS-_qfnF81I

indicates:

"In 2017, Tribute Portfolio will debut in the Historic District of Charleston, South Carolina, with a 100 guestroom hotel featuring a rooftop pool and bar, signature restaurant, and 11,000 square feet of indoor/outdoor meeting and event space."

Rooftop pools are rare in Charleston, and the Market Pavillion Hotel may fit the above desciption. If this is so, it would be a fantastic coup.

I agree that this is a good concept, but it is essentially a copycat of Marriott's Autograph Collection, so it's not necessarily a "brilliant" or even innovative move on SPG's part. That said, having stayed at a couple Autograph Collection hotels, I'm excited to have more major hotel chains use this concept. The first time I stayed at an Autograph Collection hotel (booked by my company), I didn't even realize it was a Marriott until after I checked in.

@ chasgoose -- It very well could be, though as someone that only stays at Marriotts as a last resort, guess I wouldn't be the one to know. 😀

@ Justin -- I believe it will be a new build, and the only info I have is what jfhscott notes above.

Market Pavillion in Charleston as Starwood would be fab. And I think this new proposition sounds very good. I love the Luxury Collection due to the individuality of its hotels. Ben, you need to check out their Haciendas in Mexico. Seriously.

wish these brand had come with a signature comfortable bed as a brand standard. I love unique hotels, but I like being able to predict a comfortable bed. This was an easy opportunity for Starwood that was missed.

@Lucky — The Tribute Portfolio concept is more or less identical to Hilton's Curio: a collection of independent, 4- or 5-star hotels that have nothing in common but the central reservation system and loyalty program. Or, as others have mentioned, Marriott's Autograph Collection. I realize you're partial to SPG, but there's nothing really new or innovate being announced here.

Ben,

You are behind the 8-ball here... This concept is at least five years old - Marriott (Autograph) and Hilton (Curio) already have it. Hell, Starwood already does it with the Luxury Collection. This is an attempt by Starwood to catch up to its peers in size (it's much smaller). Good idea but not unique and probably doesn't even merit a post

Starwood Hotels opened its first Luxury Collection branded hotel in 1994 and launched its W brand in 1998

BOTH of these were leading and innovative concepts in the hospitality industry that were far beyond their time.

As time goes by people copy and perfect others ideas, hence, Autograph Collection coming into the picture in the late 2000's. AC by Marriott and Curio by Hilton are both company's attempts at copying Starwood's ultra successful "trendy-boutique" hotels and "independent-luxury 5 star" hotels.

I know some people like to be ultra critical and snobby when comparing hotel companies but lets get our history right before we bring our arrogance to the table.

The only thing that AC and Curio did differently than Starwood's Luxury Collection is bring the idea from 5 star to 4 star. Since they have a wide range of hotels and Starwood is a mid-luxury to high luxury hotel company

This announcement is Starwood's way of saying. We listened to our customers and we now have 5 star independents under our portfolio and 4 star independent hotels too!

This is great news and I am so happy to get more options!

@ Tony -- Not disagreeing there at all. To clarify, my point is simply that I'm not a big Hilton or Marriott fan, so I'm *personally* excited about Starwood introducing such a brand, since it's one of the two programs I'm most loyal to.

Lucky, since you do convert all points to cash have you ever considered AirBnB in cities like Singapore where using points or cash for Hyatt may not make sense? thanks

>And I don’t even know what Even Hotels are.

I guess you could say... that you literally can't even.

Perhaps the creation of Tribute Portfolio has something to do with the take over of Design Hotels last year?

http://www.hospitalitynet.org/news/4065411.html

Most of the Design Hotels would definitely fit into the Tribute Portfolio!
https://www.designhotels.com/

@ Steven L. -- LOL! Missed opportunity on my part.

@ marcus -- Yeah, perhaps I should consider it, though I haven't much in the past.

@Bryan — While I'll concede that Starwood's properties are probably more upscale on average than Hilton or Marriot's, Starwood is by no means "a mid-luxury to high luxury hotel company." Several of its brands are midscale and lower: aLoft, element, Sheraton, and the especially poor Four Points.

I love what Starwood is doing, but they're going to have to ensure SPG members see the same benefits at the "non-traditional" properties. I stayed at the Royal Palm two weeks ago and they couldn't care less that I was a Platinum 100 guest. (Of
course, the Westin I'm in right now couldn't care less, either, so maybe that's just becoming par for the course for SPG.)

@ Michaeal
You sum up the reason I no longer stay with SPG
Overpriced hotels, lousy promotions, over priced redemption.
Cash and points is more expensive than revenue frequently
And inconsistent or non existent recognition @ many a hotel who couldn't care less about its guests