Starwood Hotels & Resorts Worldwide has introduced its Tribute Portfolio in Europe with the addition of the Great Northern Hotel in London, UK.
Launched in April as Starwood’s tenth brand, Tribute Portfolio is a collection of independent hotels and resorts, and will offer unbiased and dependable high-end travel experiences to Starwood preferred guest (SPG) members.
Starwood Hotels & Resorts, Europe, Africa and Middle East president Michael Wale said: "Tribute Portfolio is just the latest example in Starwood’s long history of brand innovation, design leadership and leading global high-end footprint.
"Our mission is to bring great hotels in great destinations to our SPG members who make up more than half of all Starwood stays."
Great Northern Hotel owner Jeremy Robson said: "We are looking forward to building on our success with this powerful brand whilst maintaining everything that makes the Great Northern Hotel a unique and much-loved property."
Located within the western concourse of King’s Cross rail station, the Great Northern features 91 rooms and 120 hand blown glass pendants and banquette-based furniture. The hotel offers guests various dining options with the ambiance and flavours of English cuisine.
According to Starwood, the hotel was selected for the portfolio launch due to its distinct exterior architecture, luxurious Cubitt Room, luggage and door tags, King’s Cross kiosk, self-serve pantry on each floor, Plum & Spilt Milk restaurant, as well as the GNH Bar.
After introducing the portfolio in the Royal Palm South Beach Miami, US, Starwood aims to add Coral Gables and Fort Lauderdale in Florida, to its properties.
Starwood intends to expand the brand to 100 hotels by 2020, with locations in high-demand destinations and markets where SPG members travel.
Image: Outside view of the Great Northern Hotel in London, UK. Photo: courtesy of Starwood Hotels & Resorts Worldwide.