Design Hotels™ Announces New Affiliate Model

Following a thorough review of its business and ongoing changes in the travel landscape, Design Hotels is delighted to announce the launch of a new affiliate model. Scheduled to roll out this summer, the new offering presents an exciting opportunity for existing and new properties in the Design Hotels portfolio to take full advantage of Marriott International’s powerful global distribution channel and Marriott Bonvoy loyalty program, while simultaneously maintaining the independent spirit in which Design Hotels was conceived.

Designed to be a more productive and highly competitive business solution for the entire Design Hotels portfolio, the affiliate model will provide member hotels with the power and reach of parent company Marriott International, while allowing the independent nature to Design Hotels to flourish. This pioneering strategy – developed after careful and in-depth market research – goes far beyond the offerings of competitors’ plans and clearly sets Design Hotels apart in the industry. After liaising with Owners and Member Hotels to better understand the changing needs of hospitality businesses around the world, the Design Hotels Affiliate Model was specifically designed to meet the needs and unique business support required by most portfolios of the Berlin-based company.

A key element of the affiliate model is Marriott Bonvoy, the hospitality industry’s strongest loyalty program membership base, with more than 160 million members. By fully connecting member properties to Marriott’s powerful global distribution channel and loyalty program, the new affiliate model will allow hotels to gain a competitive advantage through economies of scale, in addition to being a great business engine.

Additional key elements of the new affiliate model include:

  • Member properties associated with Design Hotels will be able to easily enjoy many Marriott International benefits while continuing to benefit from the sales and marketing services currently offered by Design Hotels.
  • The plan will provide access to Marriott’s booking engine and Marriott Bonvoy
  • The program will be rolled out across the entire Design Hotels portfolio from June 2022 to create a consistent and effective approach

    With this new business model, Design Hotels and its portfolio of over 300 hotels are creating an important new chapter in the hospitality industry. Based on early feedback, this new model will be more suited to the unique type of owner and hotel that thrives within its community of members.

About Design Hotels

Design Hotels™ represents and markets a curated selection of over 300 independent hotels in over 60 countries around the world. More than a collection of hotels, the company is a collection of stories. Each property reflects the ideas of a visionary hotelier, an “Original”, passionate about genuine hospitality, cultural authenticity, thought-provoking design and architecture. Each “Original” represents the individual, aesthetic and service-oriented experience that its hotel offers.

In 2017, Design Hotels™ launched Further, a traveling laboratory of experiential hospitality that transforms hotels around the world into temporal centers of thematic exploration. The mission behind Further aligns with the forward-looking values ​​of Promad, a new generation of travelers embracing progressive travel and global nomadism. First identified by Design Hotels™ in collaboration with future consultancy The Future Laboratory, the goal-driven, self-actualizing Promadic movement is poised to shape the future of hospitality.

Founded by Claus Sendlinger in 1993, Design Hotels™ offers its members in-depth knowledge of the travel industry, from advice on market trends to international sales representation. The company is headquartered in Berlin with branches in London, Los Angeles, New York and Singapore. In 2019, Design Hotels™ partnered with Marriott Bonvoy, enabling its member hotels to have both a broader and more selective reach while offering its Community the benefit of the industry’s leading loyalty program.

Marriott International, Inc. (NASDAQ: MAR) is based in Bethesda, Maryland, USA, and includes a portfolio of nearly 8,000 properties under 30 major brands spanning 139 countries and territories. Marriott operates and franchises hotels and licenses resorts around the world. The company offers Marriott Bonvoy®, its award-winning travel program. For more information, please visit our website at for the latest company news, visit Also, join us on Facebook and @MarriottIntl ​​on Twitter and instagram.

Abdul J. Gaspar