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It's official: SH Hotels & Resorts has rebranded as Starwood

March 05, 2025
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3 min read
ERIC ROSEN/THE POINTS GUY
It's official: SH Hotels & Resorts has rebranded as Starwood
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The beloved Starwood Hotels brand is officially on its comeback tour.

SH Hotels & Resorts will rebrand as Starwood Hotels, the storied hotel group started by hotelier Barry Sternlicht nearly 30 years ago. The hotel group will continue to encompass luxury brands like 1 Hotels and Baccarat Hotels.

Word of the rebrand was first floated in January and came as welcome news to travelers who loved the hotel group’s original groundbreaking loyalty program.

“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," Sternlicht, the chairman of Starwood Hotels, said in a statement. "By reviving the Starwood Hotels name, we aim to marry this trusted legacy of youth, innovation, and guest focus with our modern, tech-enabled, personalized 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."

During its first go-round, Starwood Hotels included now-iconic brands like W, Westin, Sheraton, Four Points and St. Regis. However, the group was sold to Marriott nine years ago.

This new version of Starwood will include notable hotel brands like Baccarat Hotels; the newest of its brands, Treehouse Hotels; and the sustainability-focused 1 Hotels. And the rebranded hotel group is not resting on its laurels, adding new properties across the globe like the 1 Hotel Seattle, which started taking reservations last month for its spring opening, along with locations in Melbourne, Tokyo and Copenhagen set to open later this year.

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"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,” Sternlicht said. "With our new openings, we're bringing our mission to new markets and continuing to raise the bar for sustainable luxury."

The group is also expanding its newest concept, Treehouse Hotels, beyond the current location in London, adding properties this year in both Manchester, U.K., and Sunnyvale, California. The company plans to eventually open hotels in Adelaide, Australia; Riyadh, Saudi Arabia; and Miami.

"Our journey has just begun," Sternlicht said. "As we embrace bold ideas, expand into new markets, and continue to reinvent the hospitality landscape, we hope to build a legacy that will inspire future generations. The best is yet to come."

Related reading:

Featured image by ERIC ROSEN/THE POINTS GUY
Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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  • Solid welcome bonus

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  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
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  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
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