From the annual International Luxury Travel Market (ILTM), Starwood Hotels & Resorts has announced an expanded partnership with Design Hotels AG, which consumers will see as an 11th Starwood brand. The move comes just seven months after Starwood launched its 10th brand, Tribute Portfolio.
Since 2011, Starwood 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 bold, diverse hoteliers, known as “Originals.”
Select member hotels of Design Hotels are now bookable through Starwood’s websites, mobile apps and global network of Customer Contact Centres, giving Starwood Preferred Guest (SPG) Members more access to one-of-a-kind experiences in high-demand destinations. Guests who book directly through Starwood channels will now receive select SPG benefits and earn Starpoints during their stays at participating member hotels of Design Hotels. The partnership will also boost exposure for Design Hotels across Starwood’s industry-leading distribution and loyalty platforms, while further introducing Starwood Hotels and its award-winning SPG program to a new set of global travellers.
11th Starwood brand
“Starwood’s hotel guests and SPG members will see our new marketing partnership with Design Hotelsas an 11th 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, Starwood CEO on an interim basis. “These independent, design-forward hotels will benefit from Starwood’s powerful loyalty and distribution platforms. They will also serve to help us enhance owner and shareholder returns and attract more high-value guests to SPG who make up more than half of all Starwood stays.”
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.
In early 2016, member hotels of Design Hotels will join from major destinations, including London (Town Hall Hotel).
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 hotels of the Design Hotels portfolio are expected to sign up over the next 12 months. With a passion for cultural authenticity and genuine hospitality, Design Hotelsembraces properties across premium and luxury segments that are crafted with the purpose of providing lasting memories for locals and travellers alike.
SPG Members who book stays at participating member hotels of Design Hotels through Starwood channels will receive the following benefits:
- Two Starpoints per eligible U.S. dollar spent (three Starpoints for Gold Preferred and Platinum Preferred Members)
- Night and stay credit toward elite status
- On-property benefits of high-speed Internet access and bottled water in-room
- Gold Preferred and Platinum Preferred Members will automatically receive a Starpoints bonus as their Welcome Gift
Free Night redemption is planned to be available as of March 2016