WASHINGTON, D.C.—SH Hotels & Resorts is celebrating its 10th anniversary by rebranding as Starwood Hotels, reviving the brand created nearly 30 years ago by Barry Sternlicht. The group is the parent company of such award-winning brands as 1 Hotels, Baccarat Hotels, and Treehouse Hotels.
In a press release, the company said the rebranding is an “exciting return of a trusted name that redefined the hospitality industry.” In Sternlicht’s time as chairman and CEO of Starwood Hotels & Resorts, it became the largest hotel company in the world measured by earnings before interest, taxes, depreciation, and amortization (EBITDA).
The company said it is poised for “significant growth” in 2025, with more than 40 properties open or in development across its three brands on four continents.
“Reintroducing the Starwood Hotels name is personally very exciting for me,” says Sternlicht, founder and chairman of Starwood Hotels and chairman of Starwood Capital Group. “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. …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.”
Starwood Hotels hopes to bring global growth driven by forward-thinking initiatives, industry-leading sustainability, and a robust development pipeline in its next chapter. The year will also see 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.
“Starwood Hotels once disrupted the industry under Barry’s leadership. On the 10th anniversary of SH Hotels & Resorts, we will build on that legacy and become an even more innovative and forward-thinking company,” says Raul Leal, CEO of Starwood Hotels. “Our cadre of unique brands with distinctive offerings, brought to life by the best team members in the industry, will delight and surprise experience seekers of all ages around the globe.”
Starwood Hotels, an affiliate of global private investment firm Starwood Capital Group, is a sustainable hotel brand management company. It operates three brands: 1 Hotels, a nature-inspired lifestyle brand launched in 2015; Baccarat Hotels & Resorts, a luxury brand that debuted in March 2015; and Treehouse Hotels, which premiered in London in 2019.
Starwood Hotels’ properties in the Southwest include 1 Hotel West Hollywood in Los Angeles and 1 Hotel San Francisco, with Treehouse Silicon Valley in Sunnyvale, Calif., set to open soon.
