The Starwood Hotels brand will be reborn with founder Barry Sternlicht reviving the hospitality name and bringing it back-to-life next month.In it’s heyday, Starwood operated more than 1,300 properties in 100+ countries. Starwood’s brands, which are now part of Marriott, included St. Regis, W Hotels, Westin and Sheraton.Nine years after the previous company was sold to Marriott for US$13 billion in one of the hotel industry’s biggest deals in recent memory, Sternlicht’s current company, SH Hotels & Resorts, will inherit the Starwood name and rebrand, effective February 2025.
SH Hotels & Resorts comprises three luxury brands – 1 Hotels & Homes, Baccarat Hotels & Resorts and Treehouse Hotels.Marriott retired the ‘Starwood’ name several years ago, and the SH Hotels & Resorts Chairman and CEO – Sternlicht – seized the name.Since selling Starwood to Marriott in 2016, the hospitality leader has focused largely on Starwood Capital, the private equity firm under which he created Starwood Hotels, The New York Times reports.
Sternlicht believes resurrecting Starwood’s name would raise the profile of SH Hotels & Resorts, and assist with recruitment.
TNYT reports the newly reborn Starwood Hotels has 14 hotels in five countries, so far.
