The renowned Starwood Hotels name is making a return, with Starwood Capital Group confirming that SH Hotels & Resorts will be rebranded as Starwood Hotels starting February 2025. The move revives the iconic brand created by Barry Sternlicht over 30 years ago, signaling a new chapter for the hospitality industry. Sternlicht, the current chairman of SH Hotels & Resorts, reclaimed the Starwood name last year, nearly a decade after it was sold to Marriott International in a $13 billion deal.
The rebranded Starwood Hotels will feature three distinct brands: 1 Hotels, Baccarat Hotels & Resorts, and Treehouse Hotels, with a total of 14 hotels at launch and an ambitious pipeline of 22 additional properties under development. The expansion includes high-profile locations such as 1 Hotels in Austin, Seattle, and Crete; Treehouse Hotels in Miami and Manchester, England; and Baccarat Hotels in Dubai, the Maldives, and Rome. All three brands are also expected to debut in Riyadh, Saudi Arabia.
Starwood Hotels is also set to make a significant impact in Australia, with a 1 Hotel & Homes Melbourne scheduled to open in 2025, followed by a 248-key Treehouse Hotel in Adelaide in 2027. These projects highlight Sternlicht’s continued commitment to developing lifestyle-driven hospitality experiences that emphasize sustainability, luxury, and innovation.
When Starwood Hotels & Resorts was acquired by Marriott in 2016, it operated 1,300 properties across 11 brands, including W Hotels, which redefined the modern hospitality landscape.
Sternlicht has also hinted at the possibility of adding at least one more brand under the Starwood umbrella, suggesting that the company’s resurgence is just beginning. With a strong development pipeline and a focus on luxury and lifestyle, the reborn Starwood Hotels is poised to reshape the global hospitality sector once again.
