SH Hotels & Resorts—the parent company of 1 Hotels, Baccarat Hotels, and Treehouse Hotels—is marking its 10th anniversary with a major rebrand, that revives the iconic Starwood Hotels name.
Starwood Hotels poised for growth
Originally founded by Barry Sternlicht nearly 30 years ago, Starwood Hotels is poised for significant growth in 2025, with more than 40 properties open or in development across four continents.
Sternlicht, who also created W Hotels and played a key role in expanding brands like St. Regis, Sheraton, and Westin, sees this as a defining moment. “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,” says Sternlicht, founder and chairman of Starwood Hotels and chairman of Starwood Capital Group.
“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,” he continues. “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.”
1 Hotels
1 Hotel Hanalei Bay in Kauai, Hawaii
The 1 Hotels brand will continue growing its environmentally conscious hospitality footprint this year. Key openings include:
- 1 Hotel Seattle (Spring 2025): A 153-room property inspired by the Pacific Northwest’s natural beauty, featuring reclaimed materials and immersive design
- 1 Hotel & Homes Melbourne (Mid-2025): A waterfront sanctuary along the Yarra River with 277 guestrooms, 114 residences, and a wellness center focused on holistic rejuvenation
- 1 Hotel Copenhagen (Summer 2025): A 288-key property in Denmark’s capital that aligns with the city’s ambitious carbon-neutral goals through cutting-edge energy efficiency and green architecture
- 1 Hotel Tokyo (Fall 2025): The brand’s Asian debut blends nature-inspired design with Japan’s cultural heritage
Additional openings beyond 2025 include Cabo San Lucas, Paris, Crete, Austin, Riyadh, and San Miguel de Allende.
Treehouse Hotels
Treehouse Manchester
Treehouse Hotels, the newest of Starwood’s brands, is also growing:
- Treehouse Manchester (Spring 2025): A whimsical 14-story property with locally inspired communal spaces and design
- Treehouse Silicon Valley (Spring 2025): A 254-key hotel in Sunnyvale featuring playful design, vibrant social spaces, and multiple food and beverage venues
Future locations are slated for Adelaide, Riyadh, and Miami’s Brickell district.
Sustainability remains a core pillar of Starwood Hotels. To date, the company has offset over 46,600 tons of CO2 and achieved a 75 percent waste diversion rate. In 2024 alone, 417,000 pounds of materials have been reused or donated, including more than 52,000 pounds of food distributed to charitable partners.
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