SH Hotels & Resorts rebrands as Starwood Hotels

SH Hotels & Resorts, the parent company of brands including 1 Hotels, Baccarat Hotels and Treehouse Hotels, has officially rebranded as Starwood Hotels, reviving the iconic global brand created by hospitality titan Barry Sternlicht nearly 30 years ago.

Along with this bold change, Starwood Hotels is poised for significant growth in 2025, with more than 40 properties open or in development across its three brands on four continents. In Sternlicht’s time as Chairman & CEO leading Starwood Hotels & Resorts, the hotel company became the largest in the world measured by EBITDA, and built legendary brands that outperformed globally and still enjoy wide success today.

Sternlicht also created W Hotels, grew St Regis from a single property into a global luxury hotel collection, and transformed the industry by redefining and reviving brands like The Luxury Collection, Sheraton, Westin, Le Meridien and Four Points. Additional innovations include the creation of Westin’s Heavenly Bed and Starwood Preferred Guest.

“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,” says Sternlicht, founder and Chairman of Starwood Hotels and Chairman of Starwood Capital Group. “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. The world doesn’t need another brand, it needs a better one.”

Sternlicht adds: “By reviving the Starwood Hotels name, we aim to marry this trusted legacy of youth, innovation and guest focus with our modern, tech-enabled, personalised approach to hospitality. As we take this next step, we’re doubling down on our mission to inspire, innovate and make a difference – for our guests, our partners and the planet.”

As Starwood Hotels embarks on this next chapter, the company is celebrating not just where it’s been but where it’s going. This milestone year brings global growth, driven by forward-thinking initiatives, industry-leading sustainability and a robust development pipeline. This includes the debut of flagship properties in Tokyo, Melbourne and Copenhagen, as well as further expansion into dynamic new markets such as the Middle East and Southern Europe.

“Starwood Hotels once disrupted the industry under Barry’s leadership. On the 10^th anniversary of SH Hotels & Resorts, we will build on that legacy and become an even more innovative and forward-thinking company,” comments Raul Leal, CEO of 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.”