SH Hotels & Resorts—the parent company of the 1 Hotels, Baccarat Hotels and Treehouse Hotels brands—is celebrating its 10th anniversary by officially rebranding as Starwood Hotels, reviving the global brand created nearly 30 years ago by Barry Sternlicht, chairman of Starwood Capital Group.
In Sternlicht’s time as chairman and CEO leading Starwood Hotels & Resorts, it became the largest hotel company in the world measured by earnings before interest, taxes, depreciation and amortization and built notable hotel brands. Sternlicht also created W Hotels, grew St. Regis from a single property into a global hotel collection and updated brands like The Luxury Collection, Sheraton, Westin, Le Meridien and Four Points.
“Reintroducing the Starwood Hotels name is personally very exciting for me,” Sternlicht said in a statement. “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. Over the past decade, SH Hotels & Resorts has built three extraordinary brands, including the mission-driven 1 Hotels, which demonstrates how guests can live a luxurious, sustainable life without sacrifice. I didn’t want to do another typical hotel brand after W. The world doesn’t need another brand, it needs a better 1. 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. 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.”
Next Steps
Starwood Hotels has more than 40 properties open or in development across its three brands on four continents. Coming up, the company is planning the debut of flagship properties in Tokyo, Melbourne and Copenhagen, as well as further expansion into new markets such as the Middle East and Southern Europe.
“Starwood Hotels once disrupted the industry under Barry’s leadership. On the 10th anniversary of SH Hotels & Resorts, we will build on that legacy and become an even more innovative and forward-thinking company,” said Raul Leal, CEO of Starwood Hotels. “Our cadre of unique brands with distinctive offerings, brought to life by the best team members in the industry, will delight and surprise experience seekers of all ages around the globe.”
1 Hotels & Homes
The 1 Hotels brand launched in 2015 with the opening of Miami’s 1 Hotel South Beach and New York City’s 1 Hotel Central Park, focusing on biophilic design and sustainable practices in hospitality. Over the past decade, the brand has expanded into major global destinations, including Brooklyn (New York City), West Hollywood (Los Angeles), Sanya (China), Toronto, Nashville, San Francisco, Hanalei Bay (on the Hawaiian island of Kauai) and Mayfair (London).
“As we reflect on a decade of 1 Hotels, we’re proud of how far we’ve come in inspiring guests to care for the planet,” Sternlicht said. “With our new openings, we’re bringing our mission to new markets and continuing to raise the bar for sustainable luxury.”
The company is partnering with Arbor Day Foundation to donate 100,000 trees to nurseries in preparation for reforestation efforts in Los Angeles to help restore vital green spaces. Los Angeles is home to 1 Hotel West Hollywood, which supported first responders with much-needed complimentary rest during the recent wildfires and is providing extended-stay discounts for displaced families.
In 2025, 1 Hotels & Homes will open:
- 1 Hotel Seattle (spring 2025): Drawing inspiration from the Pacific Northwest, this 153-room property will have immersive designs and reclaimed materials.
- 1 Hotel & Homes Melbourne (mid-2025): Centered along the Yarra River, this Australian waterfront hotel will have 277 guestrooms, 114 residences and a wellness center.
- 1 Hotel Copenhagen (summer 2025): This 288-key property will align with Copenhagen’s carbon-neutral goals via energy efficiency and green architecture.
- 1 Hotel Tokyo (fall 2025): Marking the brand’s debut in Asia, this property will blend nature-inspired design, environmental innovation and Japan’s heritage.
Openings beyond 2025 include Cabo San Lucas (Mexico), Paris, Elounda Hills (Crete), Austin (Texas), Riyadh (Saudi Arabia) and San Miguel de Allende (Mexico).
Baccarat Hotels & Residences
Following its flagship property—Baccarat Hotel New York—the brand will be expanding into Rome, Florence, Riyadh (Saudi Arabia), Dubai and the Maldives.
Treehouse Hotels
Treehouse Hotels is the newest of Starwood’s three brands. “We want guests to escape to the carefree joy of their youth—playful, fun, engaging, and an oasis of entertainment,” Leal said.
After the debut of its flagship property in central London, the brand is expanding to new destinations:
- Treehouse Manchester (U.K.) (spring 2025): This 14-story property will include communal spaces, imaginative design elements and locally inspired programming.
- Treehouse Silicon Valley (spring 2025): Located in Sunnyvale, Calif., this 254-key property has locally inspired amenities, programming, several food & beverage options and spaces for social and business gatherings.
Additional hotels in the pipeline include Adelaide (Australia), Riyadh (Saudi Arabia) and Brickell (Miami).
Branded Residences
As part of the growth strategy of 1 Hotels & Homes and Baccarat Hotels & Residences, several new branded residences are in development. Existing properties include 1 Homes South Beach and Baccarat Residences New York. Upcoming Baccarat Residences will complement hotel openings in Dubai, the Maldives and Riyadh, while new 1 Homes locations are launching alongside hotels in Melbourne (debuting this year), Crete and San Miguel de Allende. Baccarat Brickell is planned as a standalone development.
Sustainability
All properties in the Starwood Hotels portfolio are taking steps to achieve LEED, BREEAM or similar sustainability certification. To date, SH Hotels & Resorts has offset 46,612 tons of CO2, significantly reducing its environmental footprint. Expanded zero-waste programs have resulted in a 75 percent diversion rate, with 3.4 million pounds of materials recycled annually. Certified Sustainable Gatherings have achieved a 99.6 percent diversion rate, setting a new standard for eco-conscious events. In addition, 417,265 pounds of materials have been reused and donated in 2024 alone, including more than 52,681 pounds of food donated to over 35 charity partners.
Properties like the new 1 Hotel & Homes Melbourne demonstrate the company’s efforts: The centerpiece of the hotel is the Goods Shed No. 5, an example of adaptive reuse that preserves the city’s cultural heritage while incorporating circular-economy principles and innovative sustainability practices. At the new 1 Hotel Seattle, reclaimed timber, biophilic design elements, and moss-inspired art seamlessly merge the built environment with the Pacific Northwest’s natural beauty.
Across the portfolio, plant-forward menus and partnerships with local farms highlight new culinary practices while minimizing environmental impact, from organic bath products and upcycled amenities to refillable water stations that reduce reliance on single-use plastics.
To achieve these efforts, the team will grow from 3,900 to more than 5,000 members in 2025. Community engagement programs like the 1 Less Thing initiative—which encourages mindful disposal—and partnerships with local organizations further amplify this impact, providing meaningful contributions to the communities surrounding each property.
“Our journey has just begun,” Sternlicht said. “As we embrace bold ideas, expand into new markets, and continue to reinvent the hospitality landscape, we hope to build a legacy that will inspire future generations.”