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.
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. 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. “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.”