The Great North Hotel in London’s King’s Cross will become a Tribute hotel. The new franchise will see independent hotel owners pay between 4% to 6% of their room revenues to Starwood in return for access to the group’s booking system, marketing and its Starwood Preferred Guest loyalty scheme. Great Northern Hotel owner, Jeremy Robson, said the Tribute franchise was attractive to him because it is a far cheaper way to sell rooms than by generating online buzz or selling through online travel agents, such as Expedia and Booking.com, which charge high commissions. Get the full story at Travel Weekly UK