Starwood Checks in with Design Hotels to Seal the Deal

Starwood Design Hotels

Starwood has inked an expanded partnership with Design Hotels, so that the latter joins the group’s stable as the eleventh Starwood brand

Starwood Hotels & Resorts Worldwide has inked an expanded partnership with Design Hotels, so that the latter joins the group’s stable as the eleventh Starwood brand. The move takes place on the back of the launch of the hospitality giant’s tenth brand, Tribute Portfolio, approximately seven months ago.

Since 2011, the marque has been a majority but passive investor in the Berlin-based Design Hotels, which for more than two decades has served as a global distribution, sales, and marketing affiliation for nearly 300 independently owned and operated hotels and resorts united by the vision of a band of hoteliers known as ‘Originals’.

With the collaboration in place, select member hotels are now bookable through Starwood’s websites, mobile apps, and global network of customer contact centres, so as to offer Starwood Preferred Guest (SPG) members access to one-of-a-kind experiences across high-demand destinations.

Meanwhile, guests making reservations via Starwood’s channels will receive select SPG benefits and earn Starpoints during their stays at participating member hotels under Design. The tie-up also boosts brand exposure while further introducing Starwood Hotels and its SPG programme to a new set of global travellers.

“Starwood’s hotel guests and SPG members will see our new marketing partnership with Design Hotels as an eleventh Starwood brand. It will create a special niche in our distinct portfolio of global brands and offer more options for travellers to stay with us around the world,” said Adam Aron, interim CEO of Starwood.

The first SPG partner hotels include the Gramercy Park Hotel in New York City; Ten Bompas in Johannesburg, South Africa; the C-Hotel in Lake Como, Italy; Nira Montana in La Thuile, Italy; Nira Alpina in St. Moritz, Switzerland; and Kruisherenhotel Maastricht in the Netherlands.

The Ion Luxury Adventure Hotel in Iceland, the Tribe Hotel in Kenya, and Grupo Habita’s hotels in Mexico will join prior to year-end. In 2016, Design’s member hotels will join from major destinations, including London (Town Hall Hotel), Istanbul (Gezi Istanbul), Shanghai (The Waterhouse at South Bund), Athens (New Hotel), and more.

With 296 affiliated hotels in a wide variety of settings, from great capital cities to beach retreats, mountain resorts, offbeat spots, and far beyond, more member properties of the Design Hotels portfolio are expected to sign up over the next 12 months.