SH Hotels & Resorts, the parent company of brands including 1 Hotels, Baccarat Hotels and Treehouse Hotels, is celebrating its 10th anniversary by officially rebranding as Starwood Hotels, reviving the global brand created nearly 30 years ago by Barry Sternlicht.
The company said it is poised for significant growth this year, with more than 40 properties open or in development across its three brands on four continents.
“Reintroducing the Starwood Hotels name is personally very exciting for me,” said Sternlicht, founder/chairman, Starwood Hotels and chairman, Starwood Capital Group. “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. 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.”
This milestone year brings global growth, driven by “forward-thinking initiatives, industry-leading sustainability and a robust development pipeline.” This includes 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,” said Raul Leal, CEO, Starwood Hotels. “On the 10th anniversary of SH Hotels & Resorts, we will build on that legacy and become an even more innovative and forward-thinking company. 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. 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,” said Sternlicht. “With our new openings, we’re bringing our mission to new markets and continuing to raise the bar for sustainable luxury.”
Consistent with the 1 Hotels brand mission to connect guests to nature and do good for people and planet, the company is partnering with the 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.
Furthering its platform for change, Mission, 1 Hotels’ membership program, will continue to evolve. By empowering guests to make meaningful contributions to environmental and social causes, the program is an opportunity for every stay at 1 Hotels to leave a positive impact, according to the company.
In 2025, 1 Hotels & Homes will continue its legacy of environmentally conscious hospitality with new properties, including:
- 1 Hotel Seattle (this spring): Drawing inspiration from the Pacific Northwest’s natural beauty, this 153-room property will feature immersive designs and reclaimed materials that celebrate the region’s unique heritage.
- 1 Hotel & Homes Melbourne (mid-2025): Centered around an iconic structure along the Yarra River, this Australian waterfront sanctuary will have 277 guestrooms, 114 residences and a wellness center focused on holistic rejuvenation.
- 1 Hotel Copenhagen (summer 2025): Opening in Denmark’s capital, this 288-key property will align with Copenhagen’s ambitious carbon-neutral goals via cutting-edge energy efficiency and green architecture.
- 1 Hotel Tokyo (fall 2025): Marking the brand’s debut in Asia, this serene sanctuary in Tokyo will blend nature-inspired design, environmental innovation and Japan’s rich cultural 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 the success of its flagship property—Baccarat Hotel New York—the brand will be expanding into more destinations in the coming years, including Rome, Florence, Riyadh (Saudi Arabia), Dubai and the Maldives.
Treehouse Hotels
Treehouse Hotels, the newest of Starwood’s three brands, brings “playful design and a nostalgic sense of awe and wonder to the hospitality landscape,” said Leal. “We want guests to escape to the carefree joy of their youth—playful, fun, engaging, and an oasis of entertainment.”
After the debut of its flagship property in central London, the brand is expanding into new destinations:
- Treehouse Manchester (UK) (spring 2025): This transformed 14-story property will include “whimsical” communal spaces, “imaginative” design elements and locally inspired programming that celebrates Manchester’s diverse culture.
- Treehouse Silicon Valley (spring 2025): Located in Sunnyvale, CA, this 254-key property features locally inspired fun amenities, thoughtful programming, several food & beverage offerings, and dynamic 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.
“Our journey has just begun,” said Sternlicht. “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. The best is yet to come.”
