STAMFORD, CT — Starwood Hotels & Resorts Worldwide, Inc. is launching a transformed partnership with Design Hotels AG, which consumers will see as an 11th Starwood brand.

The move comes less than 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 diverse hoteliers, known as ‘Originals’.

Beginning now, select member hotels of Design Hotels are bookable through Starwood’s websites, mobile apps and global network of Customer Contact Centers.

“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, Starwood CEO on an interim basis.

“These independent, design-forward hotels will benefit from Starwood’s powerful loyalty and distribution platforms. They will also serve to help us enhance owner and shareholder returns and attract more high-value guests to SPG who make up more than half of all Starwood stays.”

The first SPG partner hotels include the Gramercy Park Hotel in New York City, the Eremito in Umbria, Italy, the C-Hotel in Lake Como, Italy, the Nira Montana in La Thuile, Italy, and the Nira Alpina in St. Moritz, Switzerland. With 296 affiliated hotels in a wide variety of settings, from great capital cities to beach retreats, mountain resorts, offbeat spots, and far beyond, more member hotels of the Design Hotels portfolio are expected to sign up over the next 12 months, adding new hotel options for SPG Members across premium and luxury segments in destinations where Starwood does not currently have a presence.

Design Hotels will continue to operate independently from Starwood. 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.

For more information, visit spg.com/designhotels.