SH Hotels & Resorts, the parent company of well-known brands such as 1 Hotels, Baccarat Hotels, and Treehouse Hotels, is marking its 10th anniversary by officially rebranding as Starwood Hotels, reviving a historic brand established nearly 30 years ago by Barry Sternlicht, a leading figure in modern hospitality.

Growth Plans

With this rebranding, Starwood Hotels aims to expand significantly in 2025, with over 40 properties expected to open or be developed worldwide. The change is seen as a revival of a brand that once transformed the hospitality sector. Under Sternlicht’s leadership, Starwood became the world’s largest hotel company by EBITDA, creating legendary brands like W Hotels and St. Regis, among others.

Quote from Barry Sternlicht:
“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.”

As it embarks on this new chapter, the company is focused on global growth driven by innovative initiatives and sustainability efforts. Starwood plans to launch flagship properties in key cities including Tokyo and Melbourne, while also expanding into regions such as the Middle East and Southern Europe.

New Properties & Vision

1. 1 Hotel Seattle: Set to open in Spring 2025, with designs that reflect the local natural beauty.
2. 1 Hotel & Homes Melbourne: Featuring an urban retreat and a wellness center, mid-2025.
3. 1 Hotel Copenhagen: Launching in Summer 2025, it will emphasize carbon-neutral goals.
4. 1 Hotel Tokyo: Opening in Fall 2025 and promising a blend of culture and eco-friendly design.

In addition to hospitality, the company emphasizes culinary experiences, collaborating with renowned chefs to elevate guest offerings in various key locations.