Hospitality visionary Barry Sternlicht is bringing back the Starwood name, rebranding his SH Hotels & Resorts operating group under the iconic brand he originally created nearly 30 years ago.

The new Starwood Hotels is distinct from the original Starwood Hotels & Resorts, which was acquired by Marriott International in 2016 for US$13.3 billion (€12.1 billion, £10.2 billion). Seasoned wellness industry figures Mia Kyricos, Jeremy McCarthy and Anna Bjurstam all played roles in shaping the former company’s wellness philosophy.

With this change, Starwood Hotels is gearing up for major expansion, with more than 40 properties across its three brands – 1 Hotels, Baccarat Hotels and Treehouse Hotels – spanning four continents.

A legacy reborn
Sternlicht was previously chair and CEO of the original Starwood Hotels & Resorts. Under his leadership, it was claimed to become the “world's largest hotel company by EBITDA”, and he went on to play a fundamental role in developing major brands including W Hotels, St. Regis, The Luxury Collection, Sheraton, Westin, Le Meridien and Four Points.

Now, with the new Starwood Hotels, Sternlicht aims to build on that legacy – this time with a modern, tech-enabled and guest-centric approach.

"Reintroducing the Starwood Hotels name is personally very exciting for me," says Sternlicht, founder and chair of Starwood Hotels, an affiliate of his investment firm, Starwood Capital Group.

"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."

CEO Raul Leal adds: "Starwood Hotels once disrupted the industry under Barry’s leadership. Now, on the 10th anniversary of SH Hotels & Resorts, we’ll build on that legacy and become an even more innovative, forward-thinking company."

Wellness-driven hospitality
Starwood Hotels says wellness and dining will remain at the core of its guest experience, seamlessly blending sustainability and luxury.

Many 1 Hotels locations feature Bamford Wellness Spa, reinforcing a commitment to mind-body balance and holistic wellbeing.

"Through thoughtful wellness and culinary experiences, we strive to recharge the soul, nurture the body, and inspire a deeper connection to the world around us," says Leal.

The future of Starwood Hotels
The new Starwood Hotels consists of three core brands, each poised for global expansion:

1. 1 Hotels & Homes
Launched in 2015, 1 Hotels is defined by biophilic design and eco-conscious hospitality.

It has expanded to key destinations such as New York City, Los Angeles, Toronto, San Francisco, London, Sanya (China), Nashville, Kauai and more – with upcoming projects in Tokyo, Mexico, Paris, Crete, Riyadh, Texas, Copenhagen, Melbourne, Seattle and San Miguel de Allende.

2. Baccarat Hotels & Residences
Designed to embody the craftsmanship of the iconic Baccarat crystal brand, this ultra-luxury hospitality concept debuted with the Baccarat Hotel New York.

New locations are in the pipeline for Rome, Florence, Riyadh, Miami, Dubai and the Maldives.

3. Treehouse Hotels
The youngest of the three brands, Treehouse Hotels launched in London in 2019, offering a nostalgic, nature-inspired experience.

The brand is expanding to Manchester (UK), California, Miami, Adelaide and Riyadh.

Branded residences: expanding the lifestyle offering
As part of its growth, 1 Hotels & Homes and Baccarat Hotels & Residences are launching branded residences in key global markets.

• Existing properties include 1 Homes South Beach and Baccarat Residences New York.
• New Baccarat Residences will debut in Dubai, the Maldives and Riyadh.
• 1 Homes locations will expand to Melbourne, Crete and San Miguel de Allende.