SHERIDAN, WYOMING – Mar. 5, 2025 SH Hotels & Resorts, the parent company behind 1 Hotels, Baccarat Hotels, and Treehouse Hotels, is celebrating its 10th anniversary with a major transformation—a rebranding to Starwood Hotels. This move revives the iconic brand founded nearly 30 years ago by Barry Sternlicht and signals the company’s ambitious plans for global expansion.
A New Era for Starwood Hotels
Starwood Hotels is poised for significant growth, with over 40 properties currently open or in development across four continents. The rebranding reflects a blend of legacy and modern innovation in hospitality.
“Reintroducing the Starwood Hotels name is personally very exciting for me,” said 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. Over the past decade, SH Hotels & Resorts has built three extraordinary brands, including the mission-driven 1 Hotels, which demonstrates how guests can live a luxurious, sustainable life without sacrifice. I didn’t want to do another typical hotel brand after W. 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.”
Strategic Growth and Innovation
This milestone year for Starwood Hotels is marked by international expansion, cutting-edge sustainability initiatives, and flagship property openings in key global markets, including Tokyo, Melbourne, and Copenhagen. The company is also entering new territories such as the Middle East and Southern Europe.
“Starwood Hotels once disrupted the industry under Barry’s leadership,” said Raul Leal, CEO of Starwood Hotels. “On the 10th anniversary of SH Hotels & Resorts, we will build on that legacy and become an even more innovative and forward-thinking company.”
1 Hotels & Homes: A Decade of Sustainable Luxury
Since its 2015 launch, the 1 Hotels brand has expanded into global destinations, including New York City, Los Angeles, Toronto, San Francisco, and London. Continuing its commitment to sustainability, 1 Hotels is partnering with the Arbor Day Foundation to plant 100,000 trees for reforestation efforts in Los Angeles.
Upcoming 1 Hotels openings in 2025 include:
- 1 Hotel Seattle (Spring 2025): Featuring designs inspired by the Pacific Northwest’s natural beauty.
- 1 Hotel & Homes Melbourne (Mid-2025): A waterfront sanctuary along the Yarra River.
- 1 Hotel Copenhagen (Summer 2025): Aligned with Denmark’s carbon-neutral goals.
- 1 Hotel Tokyo (Fall 2025): The brand’s debut in Asia, blending nature and cultural heritage.
Beyond 2025, 1 Hotels will expand into Cabo San Lucas, Paris, Crete, Austin, Riyadh, and San Miguel de Allende.
Baccarat Hotels & Residences: Expanding an Iconic Legacy
Baccarat Hotels, renowned for its ultra-luxury experience, is adding new locations, including Rome, Florence, Riyadh, Dubai, and the Maldives. Baccarat Residences will accompany hotel openings in Dubai, the Maldives, and Riyadh.
Treehouse Hotels: Playful, Nostalgic Escapes
Treehouse Hotels, designed to evoke childhood wonder, is also expanding:
- Treehouse Manchester (Spring 2025): Featuring imaginative design and locally inspired experiences.
- Treehouse Silicon Valley (Spring 2025): A dynamic property with engaging social spaces.
Additional Treehouse locations include Adelaide, Riyadh, and Miami.
The Future of Starwood Hotels
With this rebranding and expansion, Starwood Hotels continues to redefine hospitality. “Our journey has just begun,” said Sternlicht. “As we embrace bold ideas, expand into new markets, and continue to reinvent the hospitality landscape, we hope to build a legacy that will inspire future generations. The best is yet to come.”
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