SH Hotels seeks to redefine luxury as it prepares to take eco-concious brands Down Under

by Ruth Hogan

SH Hotels and Resorts is ramping up global expansion of its portfolio with properties in the works across four continents and 13 countries and territories, including two brand debuts in Australia.

SH Hotels and Resorts Founder, Barry Sternlicht, said the company will remain committed to its mission as it grows its presence worldwide.

“At SH Hotels and Resorts, we believe in creating spaces that transcend the ordinary and are more than just a place to stay – they are a celebration of living in harmony with our surroundings,” Sternlicht said.

“Our latest expansion is not just about extending our reach; it’s a chance to expose more individuals to our mission.”

Australia’s first 1Hotels property will have the Yarra on one side and parkland on the other.

1 Hotel and Homes Melbourne, slated to open in 2025, will be located on the Yarra River, and forms part of the AU$550 million, 18-storey development Seafarers project by Riverlee.

Launched in 2015, 1 Hotels claims to be the first mission-driven lifestyle hotel brand inspired by nature. It combines biophilic design and sustainable practices with comfort and service.

In a global update on January 18, SH Hotels and Resorts said, “This breathtaking waterfront sanctuary will feature 277 keys, 114 homes, and a state-of-the-art wellness centre.”

Treehouse Hotels is set to make its Australian brand debut in Adelaide in 2027 with the opening of a 248-key hotel as part of the AU$400 million Market Square development.

Treehouse Hotel Adelaide will form part of the Market Square development

SH Hotels said the hotel will “combine the spirit of Australia’s lively coastal city with the brand’s whimsical ethos”.

The brand is inspired by “the nostalgia of the carefree, magical world of a child’s treehouse” and aims to deliver an experience centred around “joy, fun, and laid-back comfort”.

When the Adelaide hotel was first announced in August 2023, SH Hotels and Resorts CEO, Raul Leal, described Australia as “the perfect setting for an original and upbeat lifestyle hotel”.

Treehouse Hotel Adelaide will form part of the AU$400 million Market Square development

“We were drawn to the history and the energy of the Adelaide Central Market precinct and we are thrilled to be part of its exciting future,” Leal said of the signing.

“Treehouse Hotel at Market Square will creatively capture the carefree comfort, freedom and nostalgia of childhood that appeals to all of us.”

1Hotel Melbourne

The purpose-driven luxury and lifestyle hotel business, which includes Baccarat Hotels as well as the 1 Hotels and Treehouse brands, centres around “experiential luxury, trailblazing design, sustainability, and cutting-edge technology”.

“In 1 Hotels, it’s about fusing sustainable luxury with the restorative power of nature,” said Sternlicht.

“In Baccarat Hotels, we combine timeless elegance with modern sophistication. And in Treehouse Hotels, we ignite the imagination with whimsical charm and playful design.

“Each new property is a step forward in our journey to redefine what luxury means today and for future generations.”

Leal said SH is responding to guest demand for purpose-driven experiences.

“Our vision is expansive and precise,” Leal said.

“We’re growing in markets where our guests seek out the experiences that we excel at providing.”