Stay Independent. This is the philosophy behind Starwood Hotels & Resorts Worldwide, Inc.’s newest brand, launched today in New York City. The Tribute Portfolio, Starwood’s 10th brand and first new brand introduced in nine years, is a collection of 4-star independent hotels. Tribute Portfolio marks the second collection of independent hotels under the Starwood umbrella, following The Luxury Collection, a group of 5-star luxury hotels launched 20 years ago.

Tribute Portfolio’s launch hotel is South Beach’s heritage property, The Royal Palm. The collection of high-end, intriguing, carefully-curated hotels is expected to grow to 100 hotels by 2020. Following the Royal Palm, the brand will debut two adaptive re-use properties in Asheville and Nashville, and two new builds in Savannah and Charleston. Starwood plans for Tribute Portfolio to be a global brand, with initial focus in North America and Europe.

“Nearly 50% of upper upscale hotels in the U.S. are independent, and likewise, 60% of 4-star hotels globally are not affiliated with a brand flag. This provides Starwood with a vast landscape to grow Tribute Portfolio,” said Dave Marr, senior vice president of brand management, North America, and global brand leader, Tribute Portfolio. “In speaking with many owners, it is clear they welcome the opportunity to partner with Starwood to enhance the performance of their independent hotels. They are attracted to the benefits that will come from the power of SPG and our high-end Starwood sales customers coupled with the flexibility of minimal brand specific standards.”

The Royal Palm South Beach, a Tribute Portfolio Resort, is located on Collins Avenue, with a rich history dating back to 1939. Its 393 guestrooms, two swimming pools, cabanas, a fully equipped gym and more than 10,000 square feet of meeting and event space is coupled with signature dining options.

Asheville’s BB&T Bank building will debut in 2017 as Vandre Nouveau Hotel, a Tribute Portfolio Hotel, with 150 guestrooms, a restaurant and lobby bar and meeting space. Noel Place Hotel in downtown Nashville will undergo significant renovation before debuting in 2016. The Charleston and Savannah properties are set to unveil in 2016 as well.

Starwood listened to their loyal SPG members in planning for Tribute Portfolio. Among the findings: 89 percent are interested in staying in independent hotels, while nearly 70 percent said they have already stayed at an un-branded hotel property. SPG members revealed a wish list of destinations including California wine country, Las Vegas, alpine ski markets, North Europe and South America. SPG members will be able to earn and redeem Starpoints at Tribute Portfolio hotels and enjoy in-hotel elite tier benefits.

In celebration of Starwood’s 10th brand, SPG is offering members up to 10,000 bonus points for stays at Tribute Portfolio hotels through July 15, 2015. Register here.