As of March 5, 2025, SH Hotels & Resorts has officially rebranded as Starwood Hotels, marking a significant return of the iconic brand under its original founder, Barry Sternlicht .
The Return of a Hospitality Icon
Barry Sternlicht, the visionary behind the original Starwood Hotels & Resorts, has revived the brand nearly a decade after its acquisition by Marriott International in 2016 . Under his leadership, the new Starwood Hotels encompasses a portfolio of over 40 properties across its three brands—1 Hotels, Baccarat Hotels, and Treehouse Hotels—spanning four continents.
The rebranding signifies not just a name change but a renewed commitment to innovation and excellence in hospitality. Sternlicht’s previous tenure saw the creation of groundbreaking concepts like W Hotels and the Starwood Preferred Guest program, setting new standards in the industry.
There’s no question that what Sternlicht built was unique, premium and luxury. He had a lasting impression on hospitality world when he sold the brand to Marriott, many of us wanted him to continue or at least to sell to Hyatt (which had a higher bid) and how that might have changed the industry.
Regardless, his second act has all the characteristics of a very interesting sequel – perhaps one that could be even better than the original iteration.
1 Hotels: Sustainable Luxury Redefined
At the forefront of Starwood’s revival is the 1 Hotels brand, which emphasizes sustainable luxury. Luxury and premium travelers have long-stated that sustainability is important when choosing a travel product, however they rarely make a purchase decision solely on this basis. However, it seems that Starwood is implementing the focus into all brands so while sustainability might not be the only reason they choose a Starwood hotel, it is an added benefit across the brands.
With properties in locations such as South Beach, Central Park, and Brooklyn Bridge Park, 1 Hotels integrates eco-friendly design with high-end comfort . Features like reclaimed materials, nature-inspired aesthetics, and a commitment to environmental responsibility distinguish the brand in a crowded market.
“It’s simple. We have an impact on nature and nature has an impact on us. I decided that if I was ever going to create another hotel, I wanted it to be more than a brand; I wanted it to be a cause. People are already living like this and are now looking for ways to travel in the same fashion,” said Barry Sternlicht, Chairman and CEO of Starwood Capital Group, the parent of SH Group, a lifestyle hotel brand management company who will manage the hotels. “At first, our guests may simply notice the graceful twist of driftwood in the furnishings. However, what we are really offering is an evolution of the entire hotel experience, one that is more natural in regards to the way we arrive, sleep, eat, relax and do. By focusing on simple changes that make life better, we will encourage guests to stop, recalibrate and hopefully gain some inspiration from the small steps we have taken to protect nature at each property.” – eHotelier
The expansion plans for 1 Hotels include new properties in Austin, Seattle, and Crete, Greece, reflecting a strategic move to cater to environmentally conscious travelers seeking luxury experiences. When I met with a rep a few weeks ago from 1Hanalei at L.E/Miami – a luxury hotel conference, it appeared that about 30 more were in the pipeline.
Can Sternlicht Recapture Past Success?
The question arises: Can Barry Sternlicht replicate the success of the original Starwood Hotels in today’s competitive hospitality landscape? While the industry has evolved, Sternlicht’s track record of innovation and brand development suggests a strong potential for success. The integration of sustainability, luxury, and unique guest experiences positions the new Starwood Hotels to resonate with modern travelers.
Moreover, the revival of the Starwood name taps into a sense of nostalgia and brand loyalty among former guests and industry professionals. This emotional connection, combined with contemporary offerings, could provide a competitive edge.
There’s no question that the 1Hotel brand captures the coolness and design factors that made Starwood great before. In fact, at an industry party for travel advisors and hoteliers, young coeds at the door were trying to coerce security to let them in (though they would have been terribly disappointed by the attendees once inside, I trust.)
It has an “it” factor that once made W Hotels the place to be.
Conclusion
The reemergence of Starwood Hotels under Barry Sternlicht’s leadership marks a significant development in the hospitality industry. By blending the legacy of innovation with modern sustainability practices, the brand is poised to make a substantial impact on the luxury sector. As the new Starwood Hotels expands globally, it will be intriguing to observe how it navigates the challenges and opportunities of the current market, and how he again explores up and down the market as he did with SPG.
What do you think? Do you welcome Starwood’s return?
SPG was hands down the best hotel loyalty program with fantastic worldwide properties to match. What really set it apart from the others was the collection of quality properties but more importantly was their customer care. When something went wrong with a stay, SPG was top notch in making it right by holding hotels accountable to abide by elite benefits. Something Marriott refuses to do!
Having said that, I recently stayed at 1 Hotel Toronto and it was fantastic. Hoping they continue to grow and I’ll be one of the first to join their loyalty program when it rolls out.
Next, please bring back TWA
Great choice of name – looks like it’s literally 1 hotel in Europe and 1 in Asia. Of course, the Starwood loyalty scheme had been very successful indeed, and they may try to replicate some of its success, but he’s probably not aiming at the same sort of market and most leisure travellers aren’t that bothered about it.
The new Starwood may succeed as a niche player, but it doesn’t look like it’s going to be threatening the big chains.
I was a rabid SPG loyalist and the premise of a return is certainly enticing although the devil is in the details.
You mention today’s competitive environment. How exactly does that differ from a decade ago, or even two?
@Christian – Good question. First, he’s competing with the brands he built and all of them with a far larger piggy bank. Andaz has since become a real competitor from Hyatt, Marriott also has something solid in Autograph and the Luxury Collection, Hilton in Curio. Those weren’t significant presences when he built SPG initially. If you look at acquisitions as opposed to homegrown brands, Hyatt just bought The Standard (and its brands), SLH has changed hands in the boutique space from selling through Hyatt to Hilton, and Hyatt picked up its own set through Mr. and Mrs. Smith, and all of them have Home offerings now (so does 1Hotel.) Airbnb is a goliath that it wasn’t as much when he sold (it existed but not at its scale of today), and VRBO has benefited from the same.
It feels like a harder space to compete in but the “it” factor is significant, 1Hotel in South Beach and Hanalei Bay are giants in tough locations.
Meh,,,, Another day, another { recycled | flag ,,,
Are we sure those ‘young coeds’ weren’t just the local ‘workin’ gals’ just doin’ their job to earn a buck on the daily ‘grind’ that is our economy at present ? ..lol
eco-friendly design with high-end comfort . Features like reclaimed materials, nature-inspired aesthetics, and a commitment to environmental responsibility distinguish the brand in a crowded market.
Who really cares about this? It is a temporary place to sleep.
@Mark Christopher – Some choose resorts as their destination and it absolutely matters. These aren’t airport Sheraton Four Points properties. If what you’re suggesting was true, why not just stay in a Motel 6 every night, every trip, every time?
“Co-eds”? Really?
I have been a regular for some years at Pan Pacific in Seattle, often 30-40 nights a year, which is now converting to 1Hotel. When I heard about it a year ago I investigated more into the brand and at the time saw nothing from a points perspective to inspire a stay. Many brands tout the sustainable mantra so is it really so unique? As such I’ve moved my Seattle stays to The Thompson. I much preferred the location at Pan Pacific and my GHA points – but Thompson is fine and I get Hyatt nights and points. As to the other markets? Austin? Plenty of similar branded hotels there with strong points earning including Proper (great hotel) and Thompson (just ok). Miami: will never stray from Mandarin Oriental (worthy of points sacrifice), New York: endless choices. I also recall they had a San Francisco hotel but, again, with rates plummeting there the past year and even the FS often at $340 a night, why would I bother?
Instead of targeting markets like this with serious competition, when is someone going to try a brand like this that reaches into the Fly Over cities. 21C has done a nice but slow job with this. Let’s get a cool brand in places like Tulsa, Peoria, Billings, Knoxville or Jackson….as a few examples
@Antwerp – This might be more of a market for their secondary brands like Treehouse. I noticed they have a spot in Manchester, England (we lived there and return annually) and that’s probably more akin to Pittsburgh, Jacksonville, Indianapolis. I don’t think those markets have the consistent business for $700/night hotel rooms.
But as 21C, and some Autograph and Hyatt Unbound properties have shown, there is a significant market in mid cities around the U.S. for a strong brand to enter them. Look at the Fordson in OKC, 21C in Bentonville and others, the list goes on. So far only 21C seems to be focused on this as a specific brand like 1Hotel.
Why does it have to be $700 a night? I’m sorry but that is slowing down significantly these days. As I mentioned I have been paying under $400 a night at FS in San Francisco. And in these mid market cities you can do much more for less. You can charge $250 a night for a really fantastic hotel and do quite well bottom line.
SPG was the most over rated program ever but I will say they took much better care of their brands than Marriott is. Westins / Sheratons and even Ws are starting to be worn out crap holes.
Give me a smoking room, and I’ll consider staying there. Until then, I’ll be happy with Motel 6 and the lower Choice and Wyndham selection.
Nice press release.
I’d say the biggest difference between the new Starwood and the likes of Marriott is that Sternlicht sounds genuine in what he is attempting to do. Marriott is all about greenwashing and the bottom line