Starwood Hotels is making a comeback. SH Hotels & Resorts is celebrating its 10ᵉ anniversary by re-adopting its original name, a strategic turning point under the leadership of its founder, Barry Sternlicht. With this rebranding, the company is reconnecting with its heritage while continuing its global expansion.
An iconic brand for a new vision
Originally launched by Barry Sternlicht, Starwood Hotels had shaken up the hotel industry by creating renowned brands such as W Hotels, St. Regis and The Luxury Collection. Today, this renaissance aims to combine innovation, modernity and personalisation, with more than 40 hotels open or under development on four continents.
‘Reintroducing Starwood Hotels is a tribute to a name that has left its mark on the industry. It is also a unique opportunity to innovate and redefine the hotel experience by integrating technology and sustainability at the heart of our approach.’ – Barry Sternlicht, President and Founder of Starwood Hotels
Ambitious expansion in 2025
With a robust development pipeline, Starwood Hotels plans to open a number of flagship properties, including Tokyo, Melbourne and Copenhagen, while strengthening its presence in the Middle East and Southern Europe.
Raul Leal, CEO of Starwood Hotels, said:
‘We are building on Starwood’s disruptive heritage to take innovation and customer experience even further.’
Starwood Hotels’ flagship brands
1 Hotels & Homes
Since its launch in 2015, 1 Hotels & Homes has sought to establish itself as a benchmark for eco-friendly hotels, with addresses in New York, London, Toronto, San Francisco and Hawaii. In 2025, the brand is planning several major openings:
- 1 Hotel Seattle (spring): inspired by nature in the north-west of the United States.
- 1 Hotel & Homes Melbourne (mid-year): an urban sanctuary on the banks of the Yarra.
- 1 Hotel Copenhagen (summer): aligned with the city’s carbon neutrality objectives.
- 1 Hotel Tokyo (autumn): the first hotel in Asia, combining design and ecological innovation.
1 Hotels joins forces with the Arbor Day Foundation to plant 100,000 trees in Los Angeles and continues to expand its MISSION programme, which transforms the concept of loyalty into a lever for environmental and social impact.
Baccarat Hotels
The Baccarat brand has announced plans to expand into top destinations such as Rome, Florence, Dubai, Riyadh and the Maldives. However, the Florence property, which was due to open last year, is still a long way off. It remains to be seen whether 2025 will be a more dynamic year for the brand.
Treehouse Hotels
Treehouse Hotels aims to break the mould of the traditional hotel industry, with friendly spaces and a playful atmosphere. Following the success of the first establishment in London, new openings are planned:
- Treehouse Manchester (United Kingdom) – Spring 2025
- Treehouse Silicon Valley (United States) – Spring 2025
- Future hotels in Riyadh, Miami and Adelaide
A sustainable vision focused on well-being
Starwood Hotels’ approach is based on environmentally responsible and immersive hospitality. All hotels aim for environmental certifications such as LEED or BREEAM, with waste management programmes and local initiatives.
By 2024, the group had already reduced 46,612 tonnes of CO2 and recycled 3.4 million pounds of materials.
Well-being is also central, with Bamford Wellness spas in several establishments and sustainable gastronomy supported by Michelin-starred chefs such as Tom Sellers and Jonathan Waxman.
A promising future for Starwood Hotels ?
With growth accelerating this year, values centred on sustainability and innovation, and a strong heritage, Starwood Hotels is seeking to join the ranks of leading modern hotel groups. It is an ambitious gamble that the group is taking with the support of Starwood Capital. But there is still a long way to go, with only 13 hotels currently in operation and openings constantly being postponed.
But founder Barry Sternlicht is confident and looking to the future:
“Our adventure has only just begun. Our ambition is to inspire future generations and take the hotel experience to a new level.”
It now remains to be seen whether this new lease of life breathed into a not-so-new name will be enough for the group to achieve all its objectives. Only time will tell.
