In a bold and strategic move that is set to redefine luxury hospitality, SH Hotels & Resorts has officially rebranded as Starwood Hotels, marking a momentous return of one of the industry’s most celebrated names. Spearheaded by Barry Sternlicht, the founder of the original Starwood Hotels & Resorts empire, this rebranding signals a decade of transformation, innovation, and ambitious global expansion.
With a legacy of reshaping the travel industry, Sternlicht revives the trusted Starwood Hotels name to represent a new era of luxury, sustainability, and technology-driven hospitality. Under his leadership, the company is poised to unleash unprecedented global growth, with more than 40 properties open or developing across four continents by 2025.
“Bringing back the Starwood Hotels name is incredibly personal to me. It represents a legacy that millions of travelers trust, and it comes at a time when our company is stronger than ever,” said Barry Sternlicht, Founder and Chairman of Starwood Hotels and Chairman of Starwood Capital Group. “We are blending the best of our past with a forward-thinking vision that prioritizes innovation, sustainability, and guest experience.”
Revolutionizing Hospitality with a Purpose-Driven Vision
Starwood Hotels’ resurgence comes with an ambitious growth strategy, setting the foundation for a new chapter in global hospitality. This expansion includes major debuts in Tokyo, Melbourne, and Copenhagen and entry into Middle Eastern and Southern European markets.
Starwood Hotels CEO Raul Leal emphasized that the company is building upon a legacy of disruption and excellence:
“Under Barry’s leadership, Starwood Hotels changed the industry forever. Now, a decade into SH Hotels & Resorts, we are taking that legacy to the next level—pioneering sustainability, crafting immersive experiences, and creating brands that captivate the modern traveler.”
The Powerhouse Brands Leading the Charge
1 Hotels & Homes: A Decade of Sustainable Luxury
Since its inception in 2015, 1 Hotels has become synonymous with nature-inspired luxury. With a strong emphasis on biophilic design, reclaimed materials, and eco-conscious living, the brand has expanded to premier locations such as Miami, New York, Los Angeles, Toronto, London, and Hawaii.
To mark its 10-year milestone, 1 Hotels is making a profound impact by partnering with the Arbor Day Foundation to plant 100,000 trees for reforestation efforts in Los Angeles.
Upcoming 1 Hotels & Homes properties in 2025 include:
- 1 Hotel Seattle – A biophilic haven embracing the Pacific Northwest’s natural beauty.
- 1 Hotel & Homes Melbourne – A sustainable waterfront retreat integrating nature with urban luxury.
- 1 Hotel Copenhagen – Aligning with Denmark’s carbon-neutral ambitions, this property sets a new benchmark in green architecture.
- 1 Hotel Tokyo – The brand’s much-anticipated debut in Asia, blending nature, innovation, and Japanese heritage.
Beyond 2025, Cabo San Lucas, Paris, Crete, Austin, Riyadh, and San Miguel de Allende are on the expansion roadmap.
Baccarat Hotels & Residences: The Pinnacle of Glamour
Embodying the craftsmanship and luxury of its namesake crystal brand, Baccarat Hotels is set to redefine high-end hospitality. With its flagship Baccarat Hotel New York as a global icon, the brand is now preparing for its next wave of expansion with openings in Rome, Florence, Dubai, Riyadh, and the Maldives.
Treehouse Hotels: The Playful Side of Hospitality
Designed as a nostalgic escape to childlike wonder, Treehouse Hotels infuse joy, vibrancy, and playful design into the hotel experience. Following the success of its first Treehouse London, the brand is expanding to:
- Treehouse Manchester (Spring 2025) – A dynamic, 14-story property celebrating Manchester’s rich culture.
- Treehouse Silicon Valley (Spring 2025) – A tech-inspired haven offering unique amenities in the heart of innovation.
Further developments are slated for Miami, Riyadh, and Adelaide.
A Vision for Elevated Hospitality: Culinary & Wellness Excellence
Starwood Hotels is committed to curating world-class dining and wellness experiences, collaborating with renowned chefs and industry leaders. The company is dedicated to crafting exceptional culinary moments from Michelin-starred Tom Sellers at Dovetale (1 Hotel Mayfair, London) to James Beard Award-winning Jonathan Waxman at Jams (1 Hotel Central Park, NYC).
In wellness, Bamford Wellness Spas remains a cornerstone of 1 Hotels’ commitment to holistic living. At 1 Hotel Hanalei Bay (Hawaii), an innovative regenerative wellness concept is redefining well-being, incorporating precision therapies, holistic fitness, and cutting-edge regenerative medicine.
Pioneering Sustainability in Hospitality
Starwood Hotels is leading the charge in sustainability, setting an industry benchmark through eco-conscious initiatives and green operational practices:
- 46,612 tons of CO2 offset, reducing environmental impact significantly.
- 75% diversion rate in zero-waste programs, recycling over 3.4 million pounds of materials annually.
- 99.6% waste diversion in Sustainable Gatherings events, achieving an unparalleled eco-conscious milestone.
- LEED & BREEAM certifications across all new developments, ensuring sustainability at the core of construction and operations.
Upcoming 1 Hotel & Homes Melbourne is a prime example of this commitment, repurposing the historic Goods Shed No. 5 to honour circular economy principles and cultural preservation.
“Sustainability isn’t just a trend for us—it’s the foundation of everything we do. Every property, every initiative, and every experience we create is designed to leave a lasting positive impact on our planet and our communities,” said Sternlicht.
A Bold Future: Innovation, Expansion & Legacy
With a growing team of over 5,000 employees in 2025, Starwood Hotels is laying the groundwork for an even bolder future. From transforming luxury travel with tech-driven personalization to forging partnerships that elevate sustainability in hospitality, the company is set to define the next decade of global hospitality.
As Starwood Hotels reclaims its place in the industry, one thing is sure—under Barry Sternlicht’s leadership, this iconic name is not just making a comeback; it’s revolutionizing hospitality for generations to come.
For more information, visit starwoodhotels.com.
Written by: Alison Jenkins
