SH Hotels & Resorts rebrands to Starwood Hotels (19459000)
MIAMI (Florida)–SH Hotels & Resorts, which celebrated its 10th Anniversary in 2010, rebranded as Starwood Hotels. This revived the global brand that Barry Sternlicht created almost 30 years earlier. Starwood Hotels is planning growth in 2025 with over 40 hotels open or under development on all four continents. Sternlicht was the chairman and CEO at Starwood Hotels & Resorts during his tenure. He created W Hotels and grew St. Regis into a luxury global hotel group.
Reintroducing the Starwood Hotels brand is exciting to me personally. This is a great tribute to the legacy of Starwood Hotels that so many people have come to know and love. It also comes at an important time in our history,” Sternlicht said, chairman and founder of Starwood Hotels and Starwood Capital Group. SH Hotels & Resorts, over the last decade, has created three exceptional brands. One of them is the 1 Hotels brand, which demonstrates to guests how they can lead a luxury, sustainable lifestyle without sacrificing anything. After W, I did not want to create another hotel brand. Instead, the world needed a brand that was better. We hope to combine the Starwood Hotels brand with the trusted heritage of innovation, youth and a focus on guests, while bringing a modern, technology-enabled approach to hospitality. We are doubling down our efforts to innovate and inspire our guests and partners.
Starwood Hotels plans to launch flagship properties in Tokyo and Melbourne as well as expanding into other markets, such as Southern Europe and the Middle East.
Barry was the leader of Starwood Hotels when it first disrupted its industry. “On the 10th Anniversary of SH Hotels & Resorts we will build upon that legacy to become an innovative, forward-thinking, and more progressive company”, said Raul Leal CEO, Starwood Hotels. Our unique brands and distinctive offerings will be brought to life in an exciting way by our best-in-class team. This is sure to delight experience seekers around the world.
Hotel & Homes 1
In 2015, the 1 Hotels brand was launched with the openings of Miami’s 1 Hotels South Beach and New York City 1 Hotels Central Park. The brand’s global reach has grown over the last decade to include Brooklyn in New York City, West Hollywood in Los Angeles, Sanya (China), Toronto, Canada, Nashville, Tennessee, San Francisco, California, Hanalei Bay, Kauai and Mayfair London.
Sternlicht said, “As 1 Hotels celebrates a decade in business, we are proud of the progress we have made to inspire guests to take care of our planet.” With our new openings we are bringing sustainable luxury to new markets.
New properties will be added to 1 Hotels & Homes in 2025. These include:
- 1 Hotel Seattle (Spring 2025)
- 1 Hotel & Homes Melbourne (Mid-2025)
- 1 Hotel Copenhagen (Summer 2025)
- The 1 Hotel Tokyo Fall 2025
Cabo San Luis, Mexico, Paris, France, Elounda Hills in Crete, Austin, Texas, Riyadh and San Miguel de Allende are among the openings that will be available beyond 2025.
Baccarat Hotels & Residences
The brand is expanding its reach in the next few years. It will include Rome, Italy, Florence, Italy, Riyadh (Saudi Arabia), Dubai, India, and the Maldives.
Treehouse Hotels
Treehouse Hotels, the latest of Starwood’s three hotel brands is now open. The brand has expanded its reach after the launch of the flagship hotel in London’s central area.
- Treehouse Manchester Spring 2025
- Treehouse Silicon Valley Spring 2025
Other hotels are in development, including Adelaide, Australia, Riyadh Saudi Arabia, and Brickell Miami.
Branded Homes
A number of new residences under the 1 Hotels & Homes & Baccarat Hotels & Residencies brand are currently being developed as part of their growth strategy. Baccarat Residences New York and 1 Homes South Beach are two existing properties. The upcoming Baccarat Residences are expected to complement the opening of hotels in Dubai, Riyadh and the Maldives. New 1 Homes will be launched alongside new hotels in Melbourne, Crete and San Miguel de Allende. Baccarat Brickell will be a stand-alone development.
Food and wellness
Starwood Hotels will keep dining and wellness at the core of their hospitality approach.
Dovetale, the signature restaurant of 1 Hotel Mayfair in London (headed by Tom Sellers) has reimagined European food. 1 Hotel Central Park in New York City offers Jams by Jonathan Waxman – a farm to table dining experience. Stephanie Izard, of The Treehouse Silicon Valley will introduce Valley Goat. She’ll show you the season options in Northern California. Michael Solomonov, at the 1 Hotel South Beach is about to launch AVIV which includes the flavors from Israel and broader regions.
Starwood Hotels is committed to wellness. The properties offer experiential programming to connect guests with nature and promote holistic wellbeing. The Bamford Wellness Spa was created by Carole Bamford in collaboration with nearly every 1 Hotels location. Bamford Wellness Spas provide treatments that are inspired by local and traditional influences.
Leal said, “Through culinary and wellness experiences that are thoughtful, we aim to rejuvenate the soul, nourish the body and inspire deeper connections to the world.” It’s more than just offering amenities. We want to create transformative experiences that will stay with guests for a long time after they have left.
The Sustainability of the Economy
Starwood Hotels will keep sustainability at the forefront of its growth strategy. This company is committed to its planet and people by integrating ecoconscious design, operation, and customer experiences.
Sustainability is not just about the physical space, but also its people. In 2025, the team will increase from 3,900 members to over 5,000. The impact of community engagement programs such as the 1 Less Thing Initiative, which encourages mindful disposal and partnerships with local organisations is further amplified.
Sternlicht said, “Our journey is just beginning.” As we continue to innovate, embrace new ideas and expand to new markets, we aim to create a legacy for future generations. “The best is still to come.”
