Hat tip to Loyalty Lobby for alerting me that Design Hotels, a collection of quirky, independent hotels, will be joining Starwood Hotels & Resorts as a new brand. I stayed at the New Majestic Hotel in Singapore this past March and thoroughly enjoyed it. Unlike many of the big, luxury brands you’ll find in Singapore it was a pleasant escape tucked away in one of Chinatown’s side streets.
I didn’t even realize Design Hotels was a specific collection when I stayed at the New Majestic. I remember flipping through their magazine in the lobby and figured “Design Hotels” was just the name of some coffee table book that had featured the property. I mean, if I got mentioned in a magazine I’d probably buy a copy, too!
That should give you some sense of just how unique some of these hotels can be. It’s not like Andaz. Even Kimpton might be a little cookie cutter by comparison. Luxury Collection, however, would have some similarities. To quote interim CEO Adam Aron:
This will fill a special niche in Starwood’s portfolio, incorporating a handpicked collection of independently owned smaller properties committed to individuality, progressive design and cultural authenticity.
Regardless, my stay at New Majestic had me re-thinking some of my priorities when I choose a hotel. If I can choose more nonconventional properties while still staying within a larger network, I figure that’s a win-win.