A major transformation is underway in the hospitality industry as SH Hotels & Resorts officially announces its rebrand to Starwood Hotels, marking a significant milestone in its evolution.
The name change, set to take effect this February, is more than just a rebrand-it’s a powerful statement of dedication, innovation, and growth. This transition brings 1 Hotels, Baccarat Hotels & Resorts, and Treehouse Hotels under the revitalised Starwood Hotels umbrella, reinforcing the company’s commitment to luxury, sustainability, and exceptional guest experiences.
A Return to an Iconic Name
This move also signifies a return to a name deeply rooted in hospitality excellence. Starwood Hotels, originally founded by Barry Sternlicht three decades ago, became synonymous with innovation in the industry. Now, with 40 hotels open or in the pipeline, the brand is poised for an exciting new chapter, blending its rich heritage with a forward-thinking approach to modern travel.
What’s Next for Starwood Hotels?
As Starwood Hotels takes shape once again, the focus remains on expanding its portfolio and redefining luxury hospitality. With a strong pipeline of openings ahead, the brand is set to continue delivering transformative experiences for guests while strengthening its reputation as a leader in sustainable, design-led hospitality. The rebrand marks the beginning of an exciting new era-one that honours the company’s past while embracing a future of innovation and excellence.
Subscribe to our newsletter below