A Decade of Innovation and Expansion Leads to a Bold Brand Revival
SH Hotels & Resorts, the parent company of 1 Hotels, Baccarat Hotels, and Treehouse Hotels, has officially rebranded as Starwood Hotels, marking its 10th anniversary with a return to an iconic global hospitality name. The move revives a brand originally created by Barry Sternlicht, a leader in modern hospitality, nearly 30 years ago.
The rebranding comes as Starwood Hotels prepares for significant growth, with over 40 properties open or in development across four continents. Sternlicht, Founder and Chairman of Starwood Hotels and Chairman of Starwood Capital Group, described the transition as a pivotal moment. “Reintroducing the Starwood Hotels name is deeply personal. It’s a trusted legacy known for innovation and guest focus, and we are combining this with a modern, tech-driven approach to hospitality,” he said.
Expanding a Legacy of Innovation
During his tenure as Chairman and CEO of the original Starwood Hotels & Resorts, Sternlicht led the company to become the largest hotel brand by EBITDA. He played a pivotal role in creating W Hotels, expanding St. Regis into a global luxury brand, and transforming legacy brands like The Luxury Collection, Sheraton, and Westin. His vision also introduced industry innovations, including Westin’s Heavenly Bed and the Starwood Preferred Guest loyalty programme.
Now, with the revival of Starwood Hotels, the company is set to build on this legacy with a strong pipeline of new properties. Key openings in 2025 include flagship hotels in Tokyo, Melbourne, and Copenhagen, alongside planned expansions into the Middle East and Southern Europe.
Raul Leal, CEO of Starwood Hotels, emphasised the company’s vision: “Starwood Hotels disrupted the industry before, and now, a decade after launching SH Hotels & Resorts, we are ready to redefine hospitality once again with a focus on sustainability, design, and exceptional guest experiences.”
1 Hotels: A Decade of Sustainable Luxury
Since launching in 2015, 1 Hotels has set new standards for sustainable hospitality. Properties in major cities, including New York, London, and San Francisco, embrace biophilic design and environmentally conscious operations. In alignment with this mission, the brand is partnering with the Arbor Day Foundation to donate 100,000 trees for reforestation efforts in Los Angeles.
Upcoming 1 Hotels properties include:
- 1 Hotel Seattle (Spring 2025): A design inspired by the Pacific Northwest’s natural beauty.
- 1 Hotel & Homes Melbourne (Mid-2025): A waterfront sanctuary with a wellness centre and sustainable architecture.
- 1 Hotel Copenhagen (Summer 2025): Supporting Denmark’s carbon-neutral goals through energy-efficient design.
- 1 Hotel Tokyo (Fall 2025): A nature-inspired retreat blending environmental innovation with Japanese heritage.
Baccarat and Treehouse Hotels: Expanding Global Footprints
Baccarat Hotels, known for its luxury and craftsmanship, will expand to Rome, Florence, Dubai, and the Maldives, while Treehouse Hotels, known for its playful, nostalgic design, will open new locations in Manchester and Silicon Valley in 2025.
Commitment to Sustainability and Innovation
Starwood Hotels continues to lead the hospitality industry in sustainability, with all properties pursuing LEED or BREEAM certification. In 2024 alone, the company has offset over 46,000 tonnes of CO2 and implemented zero-waste programmes, achieving a 75% waste diversion rate. The 1 Hotels & Homes Melbourne property highlights this commitment through adaptive reuse, integrating historic preservation with eco-friendly innovations.
As the company grows, it will also expand its workforce from 3,900 to over 5,000 employees, reinforcing its dedication to both sustainability and community engagement.
The Future of Starwood Hotels
With a focus on cutting-edge hospitality, sustainability, and innovation, Starwood Hotels is positioned for an exciting new chapter. “As we expand into new markets and continue reinventing the hospitality landscape, we are building a legacy that will inspire future generations,” Sternlicht said