Starwood Makes Design Hotels its 11th Brand
Monday, December 7, 2015
In the midst of it’s own acquisition by Marriott, Starwood has decided to fold the collection of Berlin-based, one-off properties into its portfolio. Starwood has always had a majority stake in Design Hotels, so to many this move was always in the making. This eleventh brand under the SPG banner comes seven months after the launch of Starwood’s tenth brand extension, Tribute Portfolio.
Design Hotels operates 287 properties, and in places that are traditionally underrepresented by the well-known brand, such as Berlin, Switzerland, and Grenada to name a few. It will continue to operate independently from Starwood, but with select hotels now bookable through spg.com. Design Hotels anticipates at least 40 member hotels to take part in the program by the beginning of 2016.
Founder and CEO of Design Hotels Claus Sendlinger said:
“As we continue to grow in our niche of the ‘New Luxury Segment,’ we are excited to see an initial selection of our member hotels take the opportunity to join SPG and be among the first to benefit from our partnership with Starwood.We expect more and more to take advantage, with at least 40 member hotels projected to join by the beginning of 2016.”
With this move, travelers staying at one of Design Hotels many stylish, hip hotels may earn and redeem points as part of the Starwood Preferred Guest (SPG) program, though it remains to be seen what exactly the point system will be like once Marriott officially takes over. For now, travelers have more unique accommodation options available to them when traveling with Design Hotels and the SPG program.