Starwood Hotels & Resorts said it will unveil its 11th
brand by the end of the year, during its third-quarter earnings call earlier this week.
The brand will be in the form of a co-marketing partnership
with Design Hotels, a boutique hotel company majority-owned by Starwood.
Starwood acquired a majority share in the company in 2011.
Hotels’ 288 properties include New York’s Gramercy Park Hotel, Rome’s G-Rough
Hotel and London’s Eccleston Square Hotel.
Starwood interim CEO Adam Aron cited Design Hotels’ “hand-picked
collection of independently owned smaller properties.”