-
1 Hotel Hanalei Bay – Image Credit AVABLU
SH Hotels & Resorts, the hospitality company behind 1 Hotels & Homes, Baccarat Hotels & Residences, and Treehouse Hotels, has announced a significant rebranding as Starwood Hotels. The rebranding comes as the company celebrates its 10th anniversary, marking a decade of transformation and growth under its visionary founder, Barry Sternlicht.
The move revives Sternlicht’s iconic global brand, which was created nearly 30 years ago. This brand redefined the hospitality industry and became the largest hotel company in the world, measured by EBITDA. The company’s rebranding also signals a commitment to significant growth in 2025, with more than 40 properties open or developing across its three brands on four continents.
Sternlicht’s legacy with Starwood Hotels & Resorts includes creating W Hotels, growing St. Regis into a global luxury hotel collection, and transforming brands such as The Luxury Collection, Sheraton, Westin, Le Meridien, and Four Points. He also innovated with the creation of Westin’s Heavenly Bed and Starwood Preferred Guest, one of the most beloved frequent traveler programs of its time.
In line with this legacy, the rebranded Starwood Hotels aims to marry the trusted legacy of youth, innovation, and guest focus with a modern, tech-enabled, personalized approach to hospitality. As Sternlicht explains, reintroducing the Starwood Hotels name comes at a decisive moment in the company’s history. It reflects a commitment to inspiring, innovating, and making a difference for guests, partners, and the planet.
Starwood Hotels’ growth strategy includes the debut of flagship properties in Tokyo, Melbourne, and Copenhagen and further expansion into new markets such as the Middle East and Southern Europe. The company’s three brands, 1 Hotels & Homes, Baccarat Hotels & Residences, and Treehouse Hotels, each offer unique experiences and distinctive offerings.
1 Hotels & Homes, launched in 2015, set a new benchmark for biophilic design and sustainable practices in hospitality. Over the past decade, the brand has expanded into major global destinations and plans to continue its legacy of environmentally conscious hospitality with exciting new properties in Seattle, Melbourne, Copenhagen, and Tokyo, among others.
Baccarat Hotels & Residences plans to expand into iconic destinations such as Rome, Florence, Riyadh, Dubai, and the Maldives. The newest of the three, Treehouse Hotels, brings a playful design and a nostalgic sense of awe and wonder. It plans to expand into Manchester, Silicon Valley, and beyond.
Dining and wellness will continue to be at the heart of Starwood Hotels’ approach to hospitality. The company collaborates with some of the world’s most celebrated chefs and wellness pioneers to deliver original experiences. Nearly every 1 Hotels property features the Bamford Wellness Spa, offering treatments inspired by traditional therapies and local influences.
Sustainability remains a cornerstone of Starwood Hotels’ growth strategy. The company integrates eco-conscious design, operations, and guest experiences, with all properties working to achieve LEED, BREEAM or similar certifications. The company has offset 46,612 tons of CO2 and recycled 3.4 million pounds of materials annually.
In Sternlicht’s words, Starwood Hotels’ journey has just begun.
