Starwood Launching New Hotel Brand With Royal Palm Hotel In South Beach

One of the world’s largest hotel companies will launch a new brand with its first property in Miami Beach.

The Royal Palm Hotel in South Beach will be rebranded from a James Hotel into Starwood’s new Collection brand. The changeover will follow the sale of the property to NYSE-listed REIT Chesapeake Lodging Trust, which has a contract to buy the hotel for $278 million.

Starwood continues to make a big push into Miami after being underrepresented in the area. A few years ago, Starwood opened the W Hotel in South Beach, which the company calls the flagship hotel for the W Hotel chain. Starwood will also open a new Aloft hotel in South Beach and Element hotel in Doral within the next few months.

In recent years, the company has also added a St. Regis in Bal Harbour, along with several Element and Aloft properties near the airport and in Brickell.