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Starwood Hotels & Resorts Worldwide has launched its Tribute Portfolio brand in the UK with the addition of London’s Great Northern hotel.
The signing of the hotel, which is located in King’s Cross station and next to St Pancras International, marks the brand’s debut in Europe.
Starwood said that the property is a significant step in the global roll-out of the Tribute brand, which the firm hopes will extend to 100 hotels by 2020.
Dave Marr, global brand leader for Tribute Portfolio and Sheraton Hotels & Resorts, said: “We are delighted to welcome the Great Northern hotel as the first Tribute Portfolio property in Europe.
“The hotel has been designed with such meticulous attention to detail, and we’re excited to partner alongside [owner] Jeremy Robson as he continues to bring his independent vision to life.”
Launched in April this year, Tribute is Starwood’s 10th brand and second collection of independent hotels.
