Chairman Barry Sternlicht declares ‘the best is yet to come’
as the system plans growth beyond 40 hotels already open or in the pipeline.
MIAMI – Starwood Capital Group put out a press release on
Wednesday with quotes from Chairman Barry Sternlicht announcing the official relaunch
of Starwood Hotels, rebranding from SH Hotels & Resorts with more than
40 properties open or in development across three brands and four continents.
“Our journey has just begun,” said Sternlicht, founder and chairman
of Starwood Hotels and chairman of Starwood Capital Group. “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.”
Our journey has just begun. 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.
Barry Sternlicht
Sternlict added, “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. 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 1. 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.”
At ALIS in late January, now Starwood Hotels CEO Raul Leal
told Hotel Investment Today, “We’re going to be looking for opportunities to
help grow the new Starwood platform all over the world… We have the capital to
be able to do deals, and we’ll be out there looking to grow this thing. It may
not be Starwood 1.0, but we certainly respect the legacy of Starwood 1.0 and
want to build on that.”
Today’s Starwood pipeline includes the debut of flagship
properties in Tokyo, Melbourne, and Copenhagen, as well as further expansion
into new markets such as the Middle East and Southern Europe.
The 1 Hotels brand launched in 2015 will open properties
this year in Seattle, Melbourne (including 114 residences), Copenhagen and Tokyo.
Openings beyond 2025 include Cabo San Lucas, Mexico, Paris, Elounda Hills in Crete,
Austin, Texas, Riyadh, and San Miguel de Allende, Mexico.
The luxury Baccarat Hotels brand with a flagship in New York
City is expanding in the coming years to Rome, Florence, Riyadh, Dubai, and the
Maldives. No opening dates have been given.
Treehouse Hotels, the newest of Starwood’s three brands with
a flagship property in central London, is expanding to Manchester, England, and
the Silicon Valley in California this spring. Additional hotels in the pipeline
include Adelaide, Australia, Riyadh, and Miami’s Brickell neighborhood.
1 Hotel Hanalei Bay lobby garden
Several branded residences are also in development to add to
1 Homes South Beach and Baccarat Residences New York. Upcoming Baccarat
Residences will complement hotel openings in Dubai, the Maldives, and Riyadh,
while new 1 Homes locations are launching alongside hotels in Melbourne
(debuting this year), Crete, and San Miguel de Allende. Baccarat Brickell is
planned as a standalone development.
Sustainability emphasis
The new Starwood said sustainability has and will continue
to be a cornerstone of its growth strategy.
All properties work to achieve LEED, BREEAM or similar
certification, demonstrating a dedication to sustainable design, construction,
and operations.
To date, SH Hotels & Resorts has offset 46,612 tons of
CO2, significantly reducing its environmental footprint. Expanded zero-waste
programs have resulted in a 75% diversion rate, with 3.4 million pounds of
materials recycled annually. Certified Sustainable Gatherings have achieved a
99.6% diversion rate, setting a new standard for eco-conscious events. In
addition, 417,265 pounds of materials have been reused and donated in 2024
alone, including more than 52,681 pounds of food donated to over 35 charity partners.
Properties like the new 1 Hotel & Homes Melbourne will
showcase Goods Shed No. 5, an example of adaptive reuse that preserves the
city’s cultural heritage while incorporating circular economy principles and
innovative sustainability practices. At the new 1 Hotel Seattle, reclaimed
timber, biophilic design elements, and moss-inspired art merge the built
environment with the Pacific Northwest’s natural beauty.
Across the portfolio, plant-forward menus and partnerships
with local farms highlight a dedication to rethinking culinary practices while
minimizing environmental impact. Hotels also present organic bath products and
upcycled amenities to refillable water stations that reduce reliance on
single-use plastics.
Starwood said the hotel team will grow from 3,900 to more
than 5,000 members in 2025. Community engagement programs like the 1 Less Thing
initiative—which encourages mindful disposal—and partnerships with local
organizations further amplify this impact, providing contributions
to the communities surrounding each property.