NEWS
SH Hotels & Resorts rebrands as Starwood Hotels, marking a decade of transformation and growth
SH Hotels & Resorts, the parent company of acclaimed brands such as 1 Hotels, Baccarat Hotels, and Treehouse Hotels, has officially rebranded as Starwood Hotels in celebration of its 10th anniversary. This rebranding revives the iconic global brand established nearly 30 years ago by Barry Sternlicht, a visionary leader in modern hospitality.
Under Sternlicht's leadership, the original Starwood Hotels & Resorts became a trailblazer in the industry, introducing innovative concepts like W Hotels and expanding St. Regis from a single property into a global luxury collection. The company also revitalized renowned brands such as The Luxury Collection, Sheraton, Westin, Le Méridien, and Four Points.
The newly rebranded Starwood Hotels is poised for significant growth, with more than 40 properties open or in development across its three brands on four continents. Upcoming flagship properties are set to debut in Tokyo, Melbourne, and Copenhagen, with further expansion planned into dynamic markets in the Middle East and Southern Europe.
Reflecting on the rebranding, Sternlicht stated, "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." He emphasized the company's commitment to combining this trusted legacy with a modern, tech-enabled, and personalized approach to hospitality.
1 Hotels, launched in 2015 with properties like 1 Hotel South Beach and 1 Hotel Central Park, has expanded into major global destinations, including Brooklyn, West Hollywood, Sanya, Toronto, Nashville, San Francisco, Hanalei Bay, and Mayfair. The brand continues to set new standards for sustainable luxury, demonstrating how guests can enjoy a luxurious lifestyle while caring for the planet.
Baccarat Hotels & Residences and Treehouse Hotels also play integral roles in Starwood Hotels' portfolio, each offering unique experiences that cater to diverse traveler preferences. The company's growth strategy includes the development of new branded residences, with upcoming Baccarat Residences planned in Dubai, the Maldives, and Riyadh, and new 1 Homes locations launching alongside hotels in Melbourne, Crete, and San Miguel de Allende.
As Starwood Hotels embarks on this new chapter, it remains committed to inspiring, innovating, and making a positive difference for guests, partners, and the planet. The rebranding signifies not just a return to a trusted name but also a bold step forward in redefining luxury hospitality for the modern era.
Source: Starwood Hotels & Resorts
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