SH Hotels & Resorts, parent company of 1 Hotels, Baccarat Hotels and Treehouse Hotels, celebrates its 10^th anniversary by officially rebranding as Starwood Hotels, reviving the iconic brand created by Barry Sternlicht nearly 30 years ago.

Sternlicht is also behind the creation of notable brands like W Hotels, as well as the successful growth of The St. Regis from a single property to a global luxury hotel collection. Sternlicht redefined and revived brands like The Luxury Collection, Sheraton, Westin, Le Meridien and Four Points.

“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,” said Sternlicht. “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.”

This year alone, Starwood Hotels debuts flagship properties in Tokyo, Melbourne and Copenhagen, as well as further expansion into new markets like the Middle East and Southern Europe.