Starwood and Design Hotels launch new partnership
Up to 40 Design Hotels to join by 2016, creating eleventh Starwood brand
Starwood Hotels & Resorts Worldwide has partnered with Berlin-based group Design Hotels.
This eleventh brand under the SPG banner comes seventh months after the launch of Starwood’s tenth brand extension, Tribute Portfolio.
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.”
The 20-year-old Germany company Design Hotels operates nearly 300 independent properties globally. It will continue to operate independently from Starwood out of Berlin, but with select members now bookable through spg.com.
As part of this move, new additions to the Starwood fold will now include Gramercy Park Hotel in New York City, Ten Bompas in Johannesburg, Kruisherenhotel Maastricht in the Netherlands and The C-Hotel in Lake Como, Italy.
Additional Design Hotel properties, including Town Hall Hotel in London and Gezi Istanbul, will join the Starwood fold in early 2016, with Design Hotels anticipating at least 40 member hotels to take part in the programme by the beginning of 2016.