Starwood’s new Tribute brand of independent hotels has signed its first European property –  Great Northern Hotel in London.

The hotel company launched Tribute Portfolio, its 10th brand, earlier this year and said that adding the 91-room London property, which is owned by Jeremy Robson, was “a significant step in the global roll-out” of Tribute.

Dave Marr, global brand leader for Tribute Portfolio and Sheraton Hotels & Resorts, said: “The hotel has been designed with such meticulous attention to detail, and we’re excited to partner alongside Jeremy Robson as he continues to bring his independent vision to life.” 

Great Northern Hotel is located within the Western Concourse of King’s Cross rail station. The hotel dates back to 1854 and reopened in 2013 after a £40 million renovation and refurbishment.

Robson added: “The restoration of the property was a dream of mine for many years. Today, our award-winning hotel joins Tribute Portfolio and the prestigious Starwood collection.

“We are looking forward to building on our success with this powerful brand whilst maintaining everything that makes the Great Northern Hotel a unique and much-loved property.”


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