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Design Hotels, an 11th brand for Starwood Hotels & Resorts

2 min reading time

Published on 02/12/15 - Updated on 29/06/23

C Hotel & Spa

The interim ceo at Starwood Hotels & Resorts Worldwide Adam Aron had already announced a reinforcement of relations with Design Hotels last month. This Tuesday the group confirmed the change of direction: a first selection of Design Hotels properties is now available through the reservation system of the international hotel group.

Since 2011 Starwood Hotels & Resorts has been a majority shareholder in the group Design Hotels AG, which includes close to 300 independent properties worldwide. According to Adam Aron, the latter have a point in common "innovative design and cultural authenticity." A first series of properties affiliated to Design Hotels joined Starwood's internet and mobile reservation system this Tuesday. They also benefit from its distribution platform and its loyalty program SPG. The chain Design Hotels will nonetheless continue to operate independently as far as concerns aspects of marketing and commercial development: the group's teams are based in Berlin.

The first properties directly related to the Starwood portfolio are Gramercy Park Hotel in New York, the Kruisherenhotel Maastricht, Ten Bompas in Johannesburg, the Nira Alpina in Saint Moritz, as well as two hotels in Italy: the property C-Hotel on the banks of Lake Como, and the brand Nira Montana in La Thuile. According to Claus Sendlinger, close to 40 other Design Hotels properties should join this initial selection  at the beginning of 2016.

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