Starwood Hotels & Resorts Worldwide has unveiled its tenth brand, Tribute Portfolio, offering business travelling guests the opportunity to ‘stay independent’.  The collection – much like the group’s Luxury Collection – will be made up of outstanding, upper-scale independent hotels and resorts. The group will open its first Tribute Portfolio properties in the US, with plans for 100 properties by 2020, starting with the iconic Royal Palm South Beach Miami.

Nearly 50 per cent of upper upscale hotels in the U.S. are independent, while 60 percent of four star hotels globally are not affiliated with a brand flag, according to SVP of brand management for Tribute Portfolio Dave Marr. “Starwood has meticulously handpicked the luxury hotels featured in The Luxury Collection, and we will just as carefully select independent, upper upscale properties for Tribute Portfolio, ensuring a consistent high-end experience that meets guest and SPG member expectations around the world.”

Tribute Portfolio properties will be located in high-demand destinations and markets where SPG members travel but today Starwood has little or no footprint. According to a recent survey of SPG members conducted by Communispace in the SPG Advisory Community, 89 percent said they were interested in staying in independent hotels. Additionally, nearly 70 percent of members said they have already stayed at an un-branded property in the past.

As with Starwood’s other nine brands, SPG members will be able to earn and redeem Starpoints at Tribute Portfolio hotels and enjoy in-hotel elite tier benefits, such as upgrades, welcome amenities, late check-out and more.  www.tributeportfolio.com