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