Starwood launches new brand: independent design hotels

Starwood Hotels & Resorts unveiled plans for a new design hotel brand, and a new partnership with Design Hotels who’s member hotels will have the option of joining Starwood to take advantage of the company’s distribution capabilities and its loyalty program.

The Design Hotel partnership also marks the launch of a new design hotel brand for Starwood.

The company’s CEO Adam Aron would not unveil the formal name yet, but said “this will fill a special niche in Starwood’s portfolio, incorporating a handpicked collection of independently owned, smaller properties committed to individuality, progressive design and cultural authenticity.”

Starwood Hotels & Resorts became a majority investor in Design Hotels in 2011. While the two company’s maintained a passive relationship in the past, they now join forces as full marketing partners within the Starwood system.

G Rough Hotel Rome