Starwood Launches Tribute, Its Second Brand for Independent Hotels

Jason Clampet

April 16th, 2015 at 6:00 AM EDT

Photo Credit: A studio room at the Royal Palm South Beach, the first property announced as part of Starwood's new Tribute brand. Royal Palm South Beach

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The Wall Street Journal is reporting that Starwood Hotels and Resorts is launching Tribute, a second "soft" brand of independent hotels to follow its Luxury Resorts brand that in 1994 pioneered the practice of bringing independent properties under the umbrella of a larger hotel brand to ease booking and enhance loyalty. Tribute h

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