Starwood Hotels is making a comeback

International news
SH Hotels & Resorts will rebrand as Starwood Hotels in February, marking the revival of the iconic Starwood name created by under Starwood Capital Group founder Barry Sternlicht some 30 years ago.

The newly rebranded group will encompass three brands – 1 Hotels, Baccarat, and Treehouse – with discussions underway for an additional brand. At launch, Starwood Hotels will have 40 properties open or in development.

Speaking to Hotel Investment Today at ALIS last week, SH Hotels & Resorts CEO Raul Leal said the company has been securing three to four new deals annually, driven by 1 Hotels. He highlighted the upcoming openings of Treehouse hotels in Manchester, England, and Silicon Valley, California, in April, stating, “I think it will become a beloved brand. It caters to a younger demographic. It’s fun and quirky, and a little cheeky.”

Leal confirmed a broader announcement is expected in February but emphasised the company’s growth ambitions: “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.”