Starwood Hotels & Resorts Worldwide has announced an expanded 
partnership with Design Hotels AG becoming the 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 websites, mobile apps and global network of Customer Contact Centers, giving Starwod preferred guest 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.
“Starwood’s hotel guests and SPG members will see our new marketing partnership with Design Hotels™ as an 11th Starwood brand. It will create a special niche in our distinct portfolio of global brands and offer more options for travelers 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.”
