Starwood Hotels & Resorts has announced an expanded partnership with Design Hotels, which consumers will see as an 11th Starwood brand.

The move comes just seven months after Starwood launched its tenth brand, Tribute Portfolio.

Since 2011, Starwood has been a majority but passive investor in the Berlin-based Design Hotels, which for more than two decades has served as a global distribution, sales and marketing affiliation for nearly 300 independently owned and operated hotels and resorts united by the vision of bold, diverse hoteliers, known as “Originals.”

Select member hotels of Design Hotels are now bookable through Starwood’s websites, mobile apps and global network of Customer Contact Centres, giving Starwood Preferred Guest members more access to one-of-a-kind experiences in high-demand destinations.

The partnership will also boost exposure for Design Hotels across Starwood’s industry-leading distribution and loyalty platforms, while further introducing Starwood Hotels and its award-winning SPG program to a new set of global travellers.

“Starwood’s hotel guests and SPG members will see our new marketing partnership with Design Hotels as an 11th Starwood brand.

“It will create a special niche in our distinct portfolio of global brands and offer more options for travellers to stay with us around the world,” said Adam Aron, Starwood chief executive on an interim basis.

“These independent, design-forward hotels will benefit from Starwood’s powerful loyalty and distribution platforms.

“They will also serve to help us enhance owner and shareholder returns and attract more high-value guests to SPG who make up more than half of all Starwood stays.”

The first SPG partner hotels include the Gramercy Park Hotel in New York City, Ten Bompas in Johannesburg, South Africa, the C-Hotel in Lake Como, Italy, Nira Montana in La Thuile, Italy, Nira Alpina in St. Moritz, Switzerland, and Kruisherenhotel Maastricht in the Netherlands.

“Since launching Design Hotels more than 20 years ago, we have built an engaged community of followers and an outstanding portfolio of hotels created by artisans whose visions provide guests with a meaningful and original experience,” said Claus Sendlinger, founder, Design Hotels.

“As we continue to grow in our niche of the ‘New Luxury Segment,’ we are excited to see an initial selection of our member hotels take the opportunity to join SPG and be among the first to benefit from our partnership with Starwood.

“We expect more and more to take advantage, with at least 40 member hotels projected to join by the beginning of 2016.”