SHERIDAN, WYOMING – Mar. 6, 2025 — SH Hotels & Resorts has officially rebranded as Starwood Hotels, marking its 10th anniversary with a revival of the globally recognized brand founded by Barry Sternlicht nearly 30 years ago. This transformation underscores Starwood Hotels' ambitious expansion plans, with over 40 properties currently open or in development across its three distinct brands on four continents.
A Legacy Reborn
“Reintroducing the Starwood Hotels name is personally very exciting for me. 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,” said Sternlicht, founder and chairman of Starwood Hotels, and chairman of Starwood Capital Group. “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.”
Global Growth and Expansion
Starwood Hotels has outlined plans for flagship openings in Tokyo, Melbourne, and Copenhagen, along with a strategic push into new markets across 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,” said Raul Leal, CEO, 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.”
1 Hotels & Homes: Sustainable Luxury Expands
Since launching in 2015, 1 Hotels has grown into a premier sustainable luxury brand with properties across major global destinations. New locations planned for 2025 include:
- 1 Hotel Seattle (Spring 2025)
- 1 Hotel & Homes Melbourne (Mid-2025)
- 1 Hotel Copenhagen (Summer 2025)
- 1 Hotel Tokyo (Fall 2025)
Beyond 2025, additional openings are scheduled in Cabo San Lucas, Paris, Crete, Austin, Riyadh, and San Miguel de Allende.
“As we reflect on a decade of 1 Hotels, we’re proud of how far we’ve come in inspiring guests to care for the planet,” said Sternlicht. “With our new openings, we’re bringing our mission to new markets and continuing to raise the bar for sustainable luxury.”
Baccarat Hotels & Residences: Expanding Iconic Elegance
Following the success of Baccarat Hotel New York, the brand is extending its footprint into Rome, Florence, Riyadh, Dubai, and the Maldives.
Treehouse Hotels: A Growing Brand
Treehouse Hotels, the newest of Starwood’s brands, is expanding its playful yet sophisticated approach with upcoming openings in:
- Treehouse Manchester (Spring 2025)
- Treehouse Silicon Valley (Spring 2025)
Additional locations are planned in Adelaide, Riyadh, and Miami.
Branded Residences: Elevating Living Spaces
Starwood Hotels is also extending its branded residential offerings. Existing properties like 1 Homes South Beach and Baccarat Residences New York will be joined by developments in Dubai, the Maldives, Riyadh, Melbourne, Crete, and San Miguel de Allende.
Culinary and Wellness: A Holistic Guest Experience
Starwood Hotels continues to innovate in dining and wellness. New restaurant concepts include Dovetale in London, Jams by Jonathan Waxman in New York, and Valley Goat in Silicon Valley. The brand also remains committed to wellness with Bamford Wellness Spas integrated into most 1 Hotels properties, offering treatments inspired by traditional therapies and local influences.
“Through thoughtful culinary and wellness experiences, we strive to recharge the soul, nurture the body, and inspire a deeper connection to the world around us,” said Leal.
Sustainability: A Core Principle
Sustainability remains a key focus, influencing Starwood Hotels' design, operations, and guest experiences. With plans to grow its team from 3,900 to over 5,000 members in 2025, the company is also investing in community engagement initiatives such as the 1 Less Thing program.
“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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