WORLDWIDE: SH Hotels & Resorts, the parent company of brands including 1 Hotels, Baccarat Hotels, and Treehouse Hotels, is celebrating its 10th anniversary by rebranding as Starwood Hotels.
Created nearly 30 years ago by Barry Sternlicht, Starwood Hotels is poised for significant growth in 2025, with more than 40 properties open or in development across its three brands across four continents.
In Sternlicht’s time as chairman & CEO Starwood Hotels & Resorts, he built brands which still enjoy worldwide recognition today.
Sternlicht created W Hotels, grew St. Regis from a single property into a global luxury hotel collection, and redefined and revived brands like The Luxury Collection, Sheraton, Westin, Le Meridien, and Four Points.
Sternlicht, founder and chairman of Starwood Hotels and chairman of Starwood Capital Group said of the latest rebrand: “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.
“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.”
Raul Leal, CEO of Starwood Hotels said: “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.”
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, setting a benchmark for biophilic design and sustainable practices in hospitality.
The brand has expanded to 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).
1 Hotels brand mission is to “connect guests to nature and do good for people and planet”, and 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.
Other brands in Starwood Hotels include Baccarat Hotels, Treehouse Hotels and SH Collection.
Building a Sustainable Future
All Starwood Hotels properties will work to achieve LEED, BREEAM or similar certification, demonstrating a dedication to sustainable design, construction, and operations.
To date, SH Hotels & Resorts has offset 46,612 tonnes of CO2, significantly reducing its environmental footprint. Expanded zero-waste programmes have resulted in a 75 per cent diversion rate, with 3.4 million pounds of materials recycled annually.
Certified Sustainable Gatherings have achieved a 99.6 per cent diversion rate, setting a new standard for eco-conscious events. In addition, 417,265 pounds of materials have been reused and donated in 2024, including more than 52,681 pounds of food donated to over 35 charity partners.
Across the portfolio, plant-forward menus and partnerships with local farms highlight rethinking culinary practices while minimising environmental impact.
Community engagement programmes like the 1 Less Thing initiatives — which encourages mindful disposal — and partnerships with local organisations offer meaningful contributions to the communities around each property.
“Our journey has just begun,” says 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.”
Opening this year:
1 Hotel Seattle will open in Spring while 1 Hotel & Homes Melbourne is due to open mid-2025 and 1 Hotel Copenhagen is due to open this summer. Tokyo will welcome 1 Hotel Tokyo in the autumn.
Openings beyond 2025
Cabo San Lucas (Mexico), Paris, Elounda Hills (Crete), Austin (Texas), Riyadh (Saudi Arabia), and San Miguel de Allende (Mexico).
Image: lobby at 1 Hotel Mayfair