Starwood Launches Tribute, First Hotel Line in Nine Years, to Win Millennials
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Starwood Hotels and Resorts Worldwide debuted “Tribute” today — its first brand launch in nine years.
Dave Marr, Starwood’s senior VP-brand management, said some hotels will be converted from existing buildings and others will be ground-up projects. The hotels will be independently owned and each will retain its individual look and feel. Yet they will have access to Starwood’s loyalty program, technology and infrastructure, global sales force and branding and marketing expertise. Tribute’s expansion will begin in North America and Europe, with plans to open 100 four-star hotels by 2020.
Tribute’s tagline is “stay independent,” and the brand aims to attract both leisure and business travelers. Mr. Marr said millennials are a big part of the brand’s demographic aim, as well as corporate retreaters, wedding anniversary celebrants and urban vacationers. Tribute’s marketing is kicking off with a social rollout; social media influencers visited a Tribute hotel in South Beach to snap pictures and share them with followers on Twitter, Instagram and other platforms.
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