SH Hotels Rebrands to Starwood, Honoring Iconic Legacy

SH Hotels & Resorts is set to undergo a significant transformation as it announces the rebranding of its company name back to the legendary Starwood Hotels. This strategic move marks a return to the brand’s iconic roots, revitalizing the name that Barry Sternlicht founded over three decades ago. The decision aligns with SH Hotels’ broader growth strategy, aiming to enhance brand equity and leverage the nostalgic value associated with the Starwood name.

Raul Leal, CEO of SH Hotels & Resorts, revealed the rebranding plans in an exclusive interview with Kenneth Shapiro of Northstar Travel Group. “Barry had the rights to take back the name. So, he decided to do it about a year ago quietly,” Leal explained. “Given the growth we have coming, it was probably the right time to do it.” He emphasized that the resurrection of the Starwood name is expected to drive incremental growth and reinforce the company’s commitment to quality over quantity.

Nearly a decade ago, Marriott International acquired Starwood Hotels and Resorts for $13 billion, making Marriott the world’s largest hotel chain. Following the acquisition, the Starwood brand was phased out and replaced with SH Hotels & Resorts. However, last year, Barry Sternlicht exercised his rights to reclaim the Starwood name, and as of February 2025, SH Hotels & Resorts will officially be known as Starwood Hotels. This rebranding initiative will encompass 40 hotels currently open and in the pipeline, signaling a robust expansion under the revived brand.

The decision to bring back the Starwood name was driven by internal strategic considerations rather than external focus group research. “Some thought went into it regarding the strategy we will have moving ahead. That doesn’t mean it’s going to be exactly the same as [Starwood] was in the beginning. But it will certainly be thoughtful and will emphasize quality over quantity,” Leal stated. This approach underscores the company’s dedication to maintaining high standards while expanding its global footprint.

In addition to the rebranding, SH Hotels & Resorts is excited to announce numerous new properties slated to open in 2025. These new additions span across the globe, reflecting the company’s diverse portfolio which includes 1 Hotels & Homes, Baccarat Hotels & Resorts, and Treehouse Hotels. Highlights of the upcoming properties include:

1 Hotel Seattle: Launching in Spring 2025, this 153-room property draws inspiration from the Pacific Northwest’s natural beauty, featuring immersive designs and reclaimed materials that celebrate the region’s unique heritage.
1 Hotel & Homes Melbourne: Set to open mid-2025 along the Yarra River, this waterfront property will offer 277 guest rooms, 114 residences, and a wellness center focused on holistic rejuvenation.
1 Hotel Copenhagen: Opening in summer 2025, this 288-key property in Denmark’s capital will support Copenhagen’s carbon-neutral goals through cutting-edge energy efficiency and green architecture.
1 Hotel Tokyo: Debuting in fall 2025, this property will blend nature-inspired design with Japan’s rich cultural heritage, marking the brand’s entry into the Asian market.
Treehouse Manchester: Launching in spring 2025, this transformed 14-story property will feature playful communal spaces and imaginative design elements that celebrate Manchester’s diverse culture.
Treehouse Silicon Valley: Also opening in spring 2025 in Sunnyvale, this 254-key property will offer innovative amenities and dynamic spaces tailored for both social and business gatherings.
Further expansion plans include Baccarat Hotels & Residences, with new locations in Rome, Florence, Brickell (Miami), Riyadh, Dubai, and the Maldives. Each brand within SH Hotels & Resorts caters to different market segments, ensuring a wide appeal across various generations of travelers.

Leal highlighted the distinct identities of each brand, noting that 1 Hotel focuses on sustainability and holistic experiences, Treehouse offers a more playful and nostalgic environment, and Baccarat delivers ultra-luxury accommodations with a touch of elegance. “We have three great brands that cater to different generations of like-minded individuals,” he said, reinforcing the company’s strategy to diversify its offerings while maintaining a unified commitment to quality.

As Starwood Hotels emerges from SH Hotels & Resorts, the company is poised to strengthen its position in the global luxury hotel market. With a renewed focus on heritage, sustainability, and diverse experiences, Starwood Hotels is set to deliver exceptional value and memorable stays to travelers worldwide.

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