Design Hotels to become Starwood’s ’11th brand’

The Gramercy Park Hotel in New York is one of the first Design Hotels to join the SPG partner program.
The Gramercy Park Hotel in New York is one of the first Design Hotels to join the SPG partner program.

Starwood Hotels and Resorts has announced an expanded partnership with Design Hotels AG. This was announced at the International Luxury Travel Market (ILTM) currently happening in Cannes, only seven months after Starwood announced the launching of their 10th brand, Tribute Portfolio.

“Starwood 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, Starwood CEO on an interim basis.

Select member hotels of Design Hotels will be bookable through Starwood’s websites, mobile apps and global network of customer contact centers, giving Starwood Preferred Guest (SPG) members more access to one-of-a-kind experiences in high-demand destinations. Guests who book directly through Starwood channels will receive special SPG benefits and earn starpoints during their stays at participating member hotels of Design Hotels.

“Since launching Design Hotels more than 20 years ago, we have built an engaged community of followers and an outstanding portfolio of hotels created by artisans whose visions provide guests with a meaningful and original experience,” said Claus Sendlinger, founder and CEO of Design Hotels.

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.