Starwood 2.0: Barry Sternlicht’s new vision for hospitality
🏨 Barry Sternlicht, founder of Starwood Hotels & Resorts, plans to relaunch the brand in spring 2025, a decade after selling it to Marriott International for $13.6 billion. The revival includes 14 hotels across Baccarat, 1 Hotels, and Treehouse Hotels. SH Hotels & Resorts, a subsidiary, aims to expand luxury and sustainable hospitality with over 30 hotels and residences across four continents and 13 countries. 1 Hotels is set to open in Melbourne (2025), Paris (2027), and Riyadh (2027), focusing on sustainability and wellness. Baccarat Hotels plans openings in Rome (2025), Florence (2026), and Dubai (2026). Treehouse Hotels will expand to Sunnyvale (2024), Manchester, Miami (2026), Adelaide (2027), and Riyadh (2028). Sternlicht targets 22 more Starwood hotels by 2028, eyeing a strong return to the global hospitality industry.
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