STAMFORD, Conn. — Starwood Hotels & Resorts Worldwide, Inc. has expanded its partnership with Design Hotels, positioning Design Hotels as Starwood’s 11th hotel brand.
Since 2011, Starwood has been a majority but passive investor in the Berlin-based hotel chain, which has served as a global distribution, sales and marketing affiliation for nearly 300 independent hotels and resorts for more than two decades.
“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 travellers to stay with us around the world,” said Adam Aron, interim CEO, Starwood Hotels & Resorts Worldwide, Inc. “These independent, design-forward hotels will benefit from Starwood’s powerful loyalty and distribution platforms.”
Design Hotels properties 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 (pictured); Nira Alpina in St. Moritz, Switzerland; and Kruisherenhotel Maastricht in the Netherlands.