Dubai: Starwood Hotels and Resorts Worldwide, a US-based hotel chain, has launched its tenth brand, Tribute Portfolio, with plans to roll out 100 hotels in the collection by 2020, according to a company statement on Thursday.

The new brand will be made up of independent hotels and resorts that are affiliated with Starwood, and will compete in the four-star, upper upscale market. It is the company’s second collection of independent hotels after The Luxury Collection.

“With Starwood’s history of brand innovation, design leadership and our leading global high-end footprint, we believe Tribute Portfolio will be an exciting solution for hotel owners of distinct properties who wish to maintain their independent spirit, yet benefit from Starwood’s powerful distribution, loyalty and sales platforms,” Adam Aron, Starwood’s chief executive, said in the statement.

The first Tribute Portfolio member is the Royal Palm South Beach Miami, which is owned by Chesapeake Lodging Trust and managed by HEI Hotels & Resorts.

Starwood is working with Rockbridge to open three Tribute Portfolio hotels. Properties in Nashville and Savannah in the US are scheduled to open in 2016, and in Charleston and Asheville in 2017.

Starwood is interested in expanding the new brand in the Middle East and Africa.

“We see opportunities to grow the brand across the developed and fast growing markets across the Middle East and Africa,” Neil George, senior vice president, acquisitions and development for the Middle East and Africa at Starwood, said in an emailed statement.

The hotel chain said that it is on track to have 10 Tribute Portfolio hotels in the first year. It will initially focus on opening the hotels in North America and Europe, but the brand is expected to reach “global markets” in the first year, according to the company.

Aron said that there is “a vast landscape” to grow Tribute Portfolio, given that nearly 50 per cent of upper upscale hotels in the U.S are independent, and 60 per cent of global four- star hotels are not affiliated with a brand flag.

Starwood’s other nine brands include St. Regis, The Luxury Collection, W, Westin, Le Meridien, Sheraton, Four Points by Sheraton, Aloft and Element.