Barry Sternlicht revives Starwood Hotels with global expansion

An announcement from SH Hotels & Resorts says that Sternlicht’s hospitality group will rebrand as Starwood Hotels starting in February 2025. This move marks an ambitious global expansion strategy aiming to redefine luxury and sustainability in the hospitality industry, according to the New York Times and Skift​.com. 

The rebranded Starwood Hotels will initially encompass 14 properties across three distinct brands:

• 1 Hotels: A luxury eco-conscious brand focusing on sustainability and nature-inspired design.
• Baccarat Hotels: Known for luxury and elegance inspired by the renowned crystal brand, this chain offers opulent guest experiences.
• Treehouse Hotels: Designed to evoke the carefree spirit of childhood, this brand caters to a more playful and nostalgic travel experience.

This rebranding reportedly signifies Sternlicht’s return to his roots in hotel development, building on his earlier success with the original Starwood Hotels. It allows him to focus on expanding a high-end hospitality portfolio under the Starwood name while leveraging the global recognition of the brand.

Starwood Hotels has outlined plans to expand its portfolio to 22 properties by 2029. Sternlicht’s revival of Starwood Hotels signals a bold move in the hospitality sector, blending his proven expertise with a modern focus on sustainability and high-end experiences. As Starwood prepares to expand its footprint in international markets, the brand’s growth will likely be closely watched by industry analysts and travellers alike.