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Friday, March 7, 2025

SH Hotels has rebranded as Starwood Hotels, reviving its iconic name and expanding its luxury brands, including 1 Hotels, Baccarat, and Treehouse Hotels.

Starwood Hotels Returns as SH Hotels & Resorts Rebrands

SH Hotels & Resorts has officially rebranded as Starwood Hotels, reviving a well-known name in the hospitality industry. The company continues to oversee its existing brands, including 1 Hotels, Baccarat Hotels, and Treehouse Hotels.

The decision to adopt the Starwood Hotels name was announced earlier this year, marking the return of the brand originally founded by Barry Sternlicht in 1995. The previous Starwood Hotels & Resorts portfolio—which included W Hotels, Sheraton, St. Regis, and Westin—was acquired by Marriott International in 2016.

Sternlicht, now serving as the founder and chairman of the newly rebranded Starwood Hotels, expressed excitement about the brand’s revival, calling it a major milestone for the company.

With the rebranding comes an ambitious expansion strategy. Starwood Hotels is growing its global footprint, with over 40 properties either operational or in development. This year, new 1 Hotels are set to open in Seattle, Melbourne, Copenhagen, and Tokyo, while Baccarat Hotels will debut in Rome, Florence, Riyadh, Dubai, and the Maldives.

Additionally, the Treehouse Hotels brand is scaling up, with new locations launching this spring in Sunnyvale, California, and Manchester, England. This expansion reinforces Starwood Hotels’ commitment to luxury, sustainability, and innovation in the hospitality sector.

Tags: 1 Hotels, Baccarat Hotels, Hospitality Industry, Hotel Expansion, Hotel News, luxury hotels, rebranding, SH Hotels, Starwood Hotels, Travel News, Treehouse Hotels