1 Hotel Hanalei Bay - Credit AVABLU
 

SH Hotels & Resorts, the parent company behind 1 Hotels, Baccarat Hotels, and Treehouse Hotels, has rebranded as Starwood Hotels in celebration of its 10th anniversary.

The move revives the iconic Starwood name, which was originally established nearly 30 years ago by hospitality leader Barry Sternlicht.

Under Sternlicht’s leadership, the original Starwood Hotels & Resorts reshaped the global hospitality landscape, creating legendary brands like W Hotels, expanding St. Regis into a globally recognized luxury collection, and pioneering innovations like the Westin Heavenly Bed and the Starwood Preferred Guest loyalty program. Now, the reintroduction of the Starwood Hotels name signals a continuation of this legacy, blending decades of expertise with a forward-thinking, tech-driven approach to hospitality.

“Reintroducing Starwood Hotels is an exciting milestone for our company,” said Sternlicht, Founder and Chairman of Starwood Hotels and Chairman of Starwood Capital Group. “It’s a name millions trust, and this rebrand reaffirms our commitment to sustainability, innovation, and global expansion.”

With a renewed emphasis on global expansion, innovation and sustainability, Starwood Hotels now operates a portfolio of over 40 properties, with additional openings planned across four continents.

Global Expansion Plans

Starwood Hotels is poised for significant growth in 2025, with flagship properties scheduled to open in Tokyo, Melbourne and Copenhagen. The company is also deepening its presence in the Middle East and Southern Europe, bringing fresh hospitality experiences to these regions.

CEO Raul Leal emphasized the company’s commitment to delivering exceptional service and memorable experiences across its expanding portfolio.

“Starwood Hotels has always been at the forefront of the industry,” said Leal. “With a robust pipeline of new openings, we are bringing exciting, unique properties to guests worldwide, all while maintaining the design and service standards that have defined our brands.”

Sustainable Luxury

Since its debut in 2015, 1 Hotels has set new standards for eco-conscious hospitality, with a focus on biophilic design and sustainability. The brand’s commitment to the environment continues to drive its expansion, with new openings in Seattle, Melbourne, Copenhagen and Tokyo in 2025. As part of its sustainability initiatives, 1 Hotels is partnering with the Arbor Day Foundation to plant 100,000 trees in Los Angeles and furthering its MISSION membership program, which offers guests personalized experiences while supporting environmental and social causes.

Baccarat Expansion

Baccarat Hotels, known for its refined elegance and luxury, is expanding beyond its flagship location in New York. The brand is set to open new properties in Rome, Florence, Riyadh, Dubai and the Maldives, each showcasing the iconic craftsmanship and sophistication of the famed crystal brand.

Grand Salon at Baccarat Hotel New York (Credit: Baccarat Hotel New York)

Whimsicle Treehouse Hotel

Treehouse Hotels, the newest addition to the Starwood portfolio, takes a playful and nostalgic approach to hospitality. Following its debut in London, the brand will open new locations in Manchester and Silicon Valley in 2025, with additional sites planned for Adelaide, Riyadh, and Miami’s Brickell district.

Elevated Guest Experience

In addition to top-tier accommodations, Starwood Hotels places a strong emphasis on culinary excellence and holistic wellness. The company’s partnerships with Michelin-starred chefs and wellness pioneers ensure that each property delivers memorable, one-of-a-kind experiences. Upcoming highlights include the opening of Valley Goat at Treehouse Silicon Valley, featuring cuisine by James Beard Award-winning chef Stephanie Izard, and AVIV at 1 Hotel South Beach, with dishes from renowned chef Michael Solomonov.

Wellness is a key component of the Starwood experience, with Bamford Wellness Spas offering organic treatments inspired by local cultures. At 1 Hotel Hanalei Bay, guests will find a blend of regenerative medicine, strength conditioning, and holistic therapies designed to promote overall well-being.

Sustainability Goals

Sustainability remains at the core of Starwood Hotels’ ethos. In 2024, the company offset more than 46,000 tonnes of CO2, diverted 75% of its waste from landfills, and donated over 52,000 pounds of food to charitable organizations. With plans for all properties to attain LEED or equivalent certifications, the company is committed to ensuring its construction and operations remain environmentally responsible.

With its expanding global presence and commitment to eco-conscious hospitality, Starwood Hotels is poised to shape the future of travel. “This is just the beginning,” said Sternlicht. “We’re embracing bold new ideas and redefining the hospitality experience. The best is yet to come.”

Source: Travelweek