Starwood expands partnership with Design Hotels


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From the annual International Luxury Travel Market (ILTM), Starwood Hotels & Resorts Worldwide announced an expanded partnership with Design Hotels which consumers will see as an 11th Starwood brand. The move comes just seven months after Starwood launched its 10th brand, Tribute Portfolio. Since 2011, Starwood has been a majority but passive investor in the Berlin-based Design Hotels, which for more than two decades has served as a global distribution, sales and marketing affiliation for nearly 300 independently owned and operated hotels and resorts united by the vision of bold, diverse hoteliers, known as “Originals.”

Select member hotels of Design Hotels are now bookable through Starwood’s websites, mobile apps and global network of Customer Contact Centers, giving Starwood Preferred Guest Members more access to one-of-a-kind experiences in high-demand destinations. Guests who book directly through Starwood channels will now receive select SPG benefits and earn Starpoints during their stays at participating member hotels of Design Hotels. The partnership will also boost exposure for Design Hotels across Starwood’s industry-leading distribution and loyalty platforms, while further introducing Starwood Hotels and its award-winning SPG program to a new set of global travellers.

SPG Members who book stays at participating member hotels of Design Hotels through Starwood channels will receive the following benefits:

  • Two Starpoints per eligible U.S. dollar spent (three Starpoints for Gold Preferred and Platinum Preferred Members)
  • Night and stay credit toward elite status
  • On-property benefits of high-speed Internet access and bottled water in-room
  • Gold Preferred and Platinum Preferred Members will automatically receive a Starpoints bonus as their Welcome Gift
  • Free Night redemption is planned to be available as of March 2016

Design Hotels will continue to operate independently from Starwood under the leadership of Sendlinger and his team in Berlin, Germany. The expanded partnership with Starwood offers a distribution and loyalty benefit to member hotels and does not change the business model of Design Hotels, whose sales, marketing and development teams will remain distinct.

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