SH Hotels & Resorts, the parent company of award-winning brands including 1 Hotels, Baccarat Hotels, and Treehouse Hotels, is celebrating its 10th anniversary by officially rebranding as Starwood Hotels, reviving the iconic global brand created nearly 30 years ago by Barry Sternlicht, one of the most innovative and influential leaders in modern hospitality.
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. The rebranding is an exciting return of a trusted name that redefined the hospitality industry. In Sternlicht’s time as Chairman & CEO leading Starwood Hotels & Resorts, it became the largest hotel company 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, one of the most beloved frequent traveller programs of its time. Sternlicht and the company received numerous awards centred on innovation and brand distinction.
“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.
As it embarks on this next chapter, Starwood Hotels 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.