In a move set to excite the hospitality industry and loyal travelers alike, Starwood Capital Group has announced the revival of the Starwood Hotels brand. SH Hotels & Resorts, currently under the leadership of Barry Sternlicht, will officially rebrand as Starwood Hotels in February, rekindling the legacy Sternlicht established nearly three decades ago.
Barry Sternlicht, the visionary founder of the original Starwood Hotels brand, is no stranger to redefining the hospitality landscape. As chairman of SH Hotels & Resorts, his decision to bring back the Starwood name signals a return to the pioneering spirit that originally set the brand apart. The new Starwood Hotels umbrella will house three distinct and innovative brands: 1 Hotels, Baccarat, and Treehouse, with plans to introduce at least one more brand in the future.
This rebranding not only pays homage to the company’s roots but also aims to leverage the modern traveler’s appetite for sustainability, luxury, and immersive experiences.
Hotels: Known for their commitment to sustainability, 1 Hotels are designed to harmonize with the natural environment. These eco-luxury properties emphasize green design, locally sourced materials, and eco-conscious practices. Upcoming 1 Hotels locations in Austin, Seattle, and on the idyllic island of Crete reflect the brand’s expanding global footprint.
Baccarat Hotels: Synonymous with timeless luxury and sophistication, Baccarat Hotels focus on delivering opulent experiences inspired by the iconic crystal brand. New properties are set to debut in Dubai, the Maldives, and Rome, promising guests a blend of grandeur and artistry.
Treehouse Hotels: Quirky and whimsical, Treehouse Hotels are designed to evoke a playful and nostalgic sense of adventure. This brand caters to travelers seeking a relaxed and creative atmosphere. Upcoming locations in Miami and Manchester, England, highlight Treehouse’s appeal to both urban and leisure destinations.
The revival of Starwood Hotels is accompanied by an ambitious growth plan, with 40 hotels currently operating or in development across the three brands. Among the standout projects are properties in Riyadh, Saudi Arabia, where all three brands will establish a presence. This strategic focus on Riyadh aligns with the city’s rapid emergence as a global hub for business and tourism.
In addition to these developments, the group’s expansion into high-demand markets like Dubai and the Maldives, as well as culturally rich destinations like Rome, underscores its commitment to offering world-class experiences.
For frequent travelers who fondly remember the original Starwood Hotels, this rebranding feels like a homecoming. The new iteration, however, is firmly focused on today’s hospitality trends. Each brand under the Starwood umbrella brings a unique flavor, catering to a wide range of preferences from environmentally conscious travelers to luxury seekers and those looking for creative, unconventional stays.
This revival also hints at increased competition within the luxury and lifestyle hotel space, challenging established players to elevate their offerings.
The return of the Starwood Hotels name under Barry Sternlicht’s leadership is not merely a rebranding effort; it’s a bold statement about the future of hospitality. By blending its storied past with contemporary innovation, Starwood Hotels is poised to capture the hearts of a new generation of travelers while maintaining the loyalty of those who’ve long admired its legacy.
With openings on the horizon in some of the world’s most desirable locations, it’s clear that Starwood Hotels is ready to make its mark once again, offering unparalleled experiences that celebrate luxury, sustainability, and creativity.
