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Exclusive video: Starwood to debut Tribute brand

By James Wilkinson in Miami

Starwood is this week (June 11) officially debuting its new Tribute brand for independent hotels in the United States, one that the company’s President of Global Development, Simon Turner, has high expectations for.

Speaking exclusively to HM on camera at the 37th Annual NYU International Hospitality Industry Investment Conference (NYU) in New York last week (June 1), Turner said the new Tribute Portfolio would be a collection of “exceptional independent hotels around the world” and each property would offer “inspired style and superior service”.

Royal Palm Hotel Miami

He said the brand would be launched this week at the Royal Palm South Beach Miami, a Tribute Portfolio Resort, and that was just the start of things to come.

“This is one of the most exciting things the company has done in many, many years,” Turner told HM.

Starwood's Simon Turner EDITED

In the exclusive interview, he talks about the Tribute’s positioning and how the company’s most frequent travellers, SPG members, and how guest demand has effectively created the new brand.

To view the exclusive HMTV interview, click on the Wistia image at the top of the page.


HM flew to New York with United Airlines, which flies three times daily from Australia (Melbourne and Sydney) to Los Angeles and onwards to New York City. HM recommends flying in Business Class, which features flatbed seats, inflight WiFi, premium Australian and American wines, hundreds of hours of entertainment on demand and excellent service. Visit

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