SH Hotels has today rebranded as Starwood Hotels, reviving the name of the much-loved brand that Marriott acquired in 2016.
Mr. Barry Sternlicht created Starwood Hotels close to 30 years ago, and this is his second act with the brand, which hasn’t been around for nearly a decade (I cannot believe it has already been that long).
You can access Starwood Hotels here.
Starwood Hotels Coverage:
Starwood Capital Group Resurrects Starwood Hotels & Resort Brand
Marriott CEO Comments About Resurrection Of Starwood
Starwood Hotels Press Release:
SH HOTELS & RESORTS BECOMES STARWOOD HOTELS, MARKING A DECADE OF TRANSFORMATION AND GROWTH
The Trailblazing Hospitality Company Behind 1 Hotels & Homes, Baccarat Hotels & Residences, and Treehouse Hotels Enters a New Era Under Visionary Founder Barry Sternlicht with Global Expansion and a Bold Rebranding
MIAMI, March 5, 2025 /PRNewswire/ — SH Hotels & Resorts, the parent company of award-winning brands including 1 Hotels, Baccarat Hotels, and Treehouse Hotels, is celebrating its 10th anniversary by officially rebranding as Starwood Hotels, reviving the iconic global brand created nearly 30 years ago by Barry Sternlicht, one of the most innovative and influential leaders in modern hospitality. Along with this bold change, Starwood Hotels is poised for significant growth in 2025, with more than 40 properties open or in development across its three brands on four continents. The rebranding is an exciting return of a trusted name that redefined the hospitality industry. In Sternlicht’s time as Chairman & CEO leading Starwood Hotels & Resorts, it became the largest hotel company in the world measured by EBITDA and built legendary brands that outperformed globally and still enjoy wide success today. Sternlicht also created W Hotels, grew St. Regis from a single property into a global luxury hotel collection, and transformed the industry by redefining and reviving brands like The Luxury Collection, Sheraton, Westin, Le Meridien, and Four Points. Additional innovations include the creation of Westin’s Heavenly Bed and Starwood Preferred Guest, one of the most beloved frequent traveler programs of its time. Sternlicht and the company received numerous awards centered on innovation and brand distinction.
“Reintroducing the Starwood Hotels name is personally very exciting for me. It’s a tribute to a legacy that millions of people know and trust—and it comes at a decisive moment in our company’s history,” says Sternlicht, Founder and Chairman of Starwood Hotels and Chairman of Starwood Capital Group. “Over the past decade, SH Hotels & Resorts has built three extraordinary brands, including the mission-driven 1 Hotels, which demonstrates how guests can live a luxurious, sustainable life without sacrifice. I didn’t want to do another typical hotel brand after W. The world doesn’t need another brand, it needs a better 1. By reviving the Starwood Hotels name, we aim to marry this trusted legacy of youth, innovation, and guest focus with our modern, tech-enabled, personalized approach to hospitality. As we take this next step, we’re doubling down on our mission to inspire, innovate, and make a difference—for our guests, our partners, and the planet.”
As it embarks on this next chapter, Starwood Hotels is celebrating not just where it’s been but where it’s going. This milestone year brings global growth, driven by forward-thinking initiatives, industry-leading sustainability, and a robust development pipeline. This includes the debut of flagship properties in Tokyo, Melbourne, and Copenhagen, as well as further expansion into dynamic new markets such as the Middle East and Southern Europe.
“Starwood Hotels once disrupted the industry under Barry’s leadership. On the 10th anniversary of SH Hotels & Resorts, we will build on that legacy and become an even more innovative and forward-thinking company,” says Raul Leal, CEO of Starwood Hotels. “Our cadre of unique brands with distinctive offerings, brought to life by the best team members in the industry, will delight and surprise experience seekers of all ages around the globe.”
1 Hotels & Homes: A Decade of Nature-Inspired Travel
The 1 Hotels brand launched in 2015 with the opening of Miami’s 1 Hotel South Beach and New York City’s 1 Hotel Central Park, setting a new benchmark for biophilic design and sustainable practices in hospitality. Over the past decade, the brand has expanded into major global destinations, including Brooklyn (New York City), West Hollywood (Los Angeles), Sanya (China), Toronto, Nashville, San Francisco, Hanalei Bay (on the Hawaiian island of Kauai), and Mayfair (London).
“As we reflect on a decade of 1 Hotels, we’re proud of how far we’ve come in inspiring guests to care for the planet,” says Sternlicht. “With our new openings, we’re bringing our mission to new markets and continuing to raise the bar for sustainable luxury.”
Consistent with the 1 Hotels’ brand mission to connect guests to nature and do good for people and planet, the company is partnering with Arbor Day Foundation to donate 100,000 trees to nurseries in preparation for reforestation efforts in Los Angeles to help restore vital green spaces. Los Angeles is home to 1 Hotel West Hollywood, which supported first responders with much-needed complimentary rest during the recent wildfires and is providing extended-stay discounts for displaced families.
Furthering its platform for change, the groundbreaking MISSION—1 Hotels’ membership program, which highlights the evolution of loyalty and delivers a hyper-personalized guest experience while providing a platform to give back to the planet—will continue to evolve. By empowering guests to make meaningful contributions to environmental and social causes, MISSION is an opportunity for every stay at 1 Hotels to leave a positive impact.
In 2025, 1 Hotels & Homes will continue its legacy of environmentally conscious hospitality with exciting new properties:
- 1 Hotel Seattle (Spring 2025): Drawing inspiration from the Pacific Northwest’s stunning natural beauty, this 153-room property will feature immersive designs and reclaimed materials that celebrate the region’s unique heritage.
- 1 Hotel & Homes Melbourne (mid-2025): Centered around an iconic structure along the Yarra River, this Australian waterfront sanctuary will have 277 guest rooms, 114 residences, and a wellness center focused on holistic rejuvenation—a true urban retreat.
- 1 Hotel Copenhagen (Summer 2025): Opening in the heart of Denmark’s capital, this 288-key property will align with Copenhagen’s ambitious carbon-neutral goals via cutting-edge energy efficiency and green architecture.
- 1 Hotel Tokyo (Fall 2025): Marking the brand’s highly anticipated debut in Asia, this serene sanctuary in the heart of Tokyo will blend nature-inspired design, environmental innovation, and Japan’s rich cultural heritage.
Openings beyond 2025 include Cabo San Lucas (Mexico), Paris, Elounda Hills (Crete), Austin (Texas), Riyadh (Saudi Arabia), and San Miguel de Allende (Mexico).
Baccarat Hotels & Residences: Redefining Glamour
Baccarat Hotels embodies the timeless elegance, craftsmanship, and artistry of the namesake crystal brand. Following the success of its flagship property—Baccarat Hotel New York—the brand will be expanding into some of the world’s most iconic destinations in the coming years, including Rome, Florence, Riyadh (Saudi Arabia), Dubai, and the Maldives.
Treehouse Hotels: Whimsical Escapes
Treehouse Hotels, the newest of Starwood’s three brands, brings playful design and a nostalgic sense of awe and wonder to the hospitality landscape. “We want guests to escape to the carefree joy of their youth—playful, fun, engaging, and an oasis of entertainment,” says Leal. After the highly acclaimed debut of its flagship property in central London, the brand is expanding its joyful ethos to new destinations:
- Treehouse Manchester (UK) (Spring 2025): This transformed 14-story property will include whimsical communal spaces, imaginative design elements, and locally inspired programming that celebrates Manchester’s diverse culture.
- Treehouse Silicon Valley (Spring 2025): Located in Sunnyvale, CA—the heart of tech innovation—this 254-key property features locally inspired fun amenities, thoughtful programming, several food & beverage offerings, and dynamic spaces for social and business gatherings.
Additional hotels in the pipeline include Adelaide (Australia), Riyadh (Saudi Arabia), and Brickell (Miami).
Conclusion
It is a long road for Mr. Sternlicht to build up the Starwood Hotels if he intends to do it organically, but he wasn’t allergic to acquiring brands previously when constructing then Starwood, so that might also be on his radar this time.
I said it previously, but I wish there were more innovation in the hospitality field beyond all these companies copying each other’s brands and trying to have something for each market segment.
The current loyalty program for Starwood Hotels is not great, so let’s see if they will work on that soon.
