SH Hotels & Resorts, the parent company of 1 Hotels, Baccarat Hotels, and Treehouse Hotels, is celebrating its 10th anniversary by rebranding as Starwood Hotels, reviving the iconic brand created by Barry Sternlicht nearly 30 years ago.

In its milestone year, Starwood Hotels is celebrating global growth, with flagship properties opening in Tokyo, Melbourne, and Copenhagen, alongside expansion into the Middle East and Southern Europe.

The 1 Hotels brand, launched in 2015 with 1 Hotel South Beach and 1 Hotel Central Park, focuses on biophilic design and sustainability. It has expanded to locations in Brooklyn, West Hollywood, Sanya, Toronto, Nashville, San Francisco, Hanalei Bay, and Mayfair. 1 Hotels is partnering with the Arbor Day Foundation to donate 100,000 trees for reforestation in Los Angeles and supports local communities. Its Mission membership programme allows guests to support environmental and social causes while enjoying a personalised experience.

In 2025, 1 Hotels & Homes will open 1 Hotel Seattle, 1 Hotel & Homes Melbourne, 1 Hotel Copenhagen, and 1 Hotel Tokyo. Future openings beyond 2025 include Cabo San Lucas, Paris, Elounda Hills, Austin, Riyadh, and San Miguel de Allende.

Baccarat Hotels & Residences will expand into Rome, Florence, Riyadh, Dubai, and the Maldives, following the success of Baccarat Hotel New York. Treehouse Hotels will debut Treehouse Manchester and Treehouse Silicon Valley in Spring 2025, with future locations in Adelaide, Riyadh, and Brickell.

As part of its growth strategy, 1 Hotels & Homes and Baccarat Hotels & Residences are also developing new branded residences.

Sustainability is central to Starwood Hotels, with properties aiming for LEED or BREEAM certifications. New properties like 1 Hotel Melbourne and 1 Hotel Seattle feature sustainable design, plant-forward menus, organic products, and refillable water stations. The company is also expanding its team and supporting local communities through initiatives like 1 Less Thing.

Dining and wellness are key elements of the guest experience at Starwood Hotels. The brand partners with top chefs for unique dining experiences, while properties offer experiential programming that connects guests to nature and promotes holistic well-being.

“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,” shared 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, personalised 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.”

Source: https://www.ttgasia.com/2025/03/11/sh-hotels-resorts-rebrands-as-starwood-hotels/