Starwood Hotels & Resorts has announced the debut of its first European hotel to join its Tribute Porfolio, its new collection of independent properties.
London’s Great Northern Hotel, which re-opened in 2013 following a £40m renovation, will join Starwood’s new brand which includes the likes of St Regis, Sheraton and W Hotels, in the hope to provide independent hotels with access to the company’s global marketing platform, loyalty programme and booking system.
At the Tribute Portfolio launch in April, Starwood said it hoped to have signed up around 100 hotels at the four-star level over the next five years.
Dave Marr, global brand leader for Tribute Portfolio and Sheraton Hotels & Resorts, said that the Great Northern hotel had been designed with “meticulous attention to detail” and that Starwood was looking forward to partnering 'alongside Mr Jeremy Robson as he continues to bring his independent vision to life”.
Robson described the Great Northern as “one of London’s finest boutique hotels” and that he is looking forward to building on its success with what he described as a “powerful brand”.
The Great Northern Hotel boots 92-bedrooms and is owned by Jeremy Robson of asset management company Ram Group. It is also home to the Plum + Spilt Milk restaurant which is operated by Mark Sargeant.