SH Hotels and Resorts, the parent company of 1 Hotels, Baccarat Hotels, and Treehouse Hotels, has officially rebranded to Starwood Hotels, marking a revival of the iconic global brand.

Created by influential hospitality leader Barry Sternlicht nearly 30 years ago, the Starwood brand became the largest hotel company in the world measured by EBITDA under Sternlicht’s leadership as Chairman and CEO and established high-performing global brands. Starwood is poised for a new era of growth in 2025, with more than 40 properties open or in development across its three brands on four continents. “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,” said Sternlicht, Founder and Chairman of Starwood Hotels and Chairman of Starwood Capital Group.

“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. The world doesn’t need another brand, it needs a better one. “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.” This year, Starwood Hotels will introduce flagship properties in Tokyo, Melbourne, and Copenhagen, and expand into new markets such as the Middle East and Southern Europe. “Starwood Hotels once disrupted the industry under Barry’s leadership. On the 10th anniversary of SH Hotels & Resorts, we will build on that legacy and become an even more innovative and forward-thinking company,” said Starwood Hotels CEO, Raul Leal.

“Our cadre of unique brands with distinctive offerings, brought to life by the best team members in the industry, will delight and surprise experience seekers of all ages around the globe.” In 2025, 1 Hotels and Homes will open new properties in Melbourne (mid-2025), Seattle, Copenhagen and Tokyo. Beyond 2025, properties will open in Cabo San Lucas (Mexico), Paris, Elounda Hills (Crete), Austin (Texas), Riyadh (Saudi Arabia), and San Miguel de Allende (Mexico). Baccarat Hotels will expand into iconic destinations in the coming years, including Rome, Florence, Riyadh (Saudi Arabia), Dubai, and the Maldives; while Treehouse Hotels will open in Manchester, Silicon Valley, Adelaide, Riyadh (Saudi Arabia), and Brickell (Miami). As part of the growth strategy of 1 Hotels and Homes and Baccarat Hotels and Residences, several new branded residences are in development. New 1 Homes locations are launching alongside hotels in Melbourne Crete, and San Miguel de Allende. Baccarat Brickell is planned as a standalone development. “Our journey has just begun,” said Sternlicht. “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.”