Representatives for Starwood Capital Group have confirmed a report that SH Hotels & Resorts in February will be rebranded as Starwood Hotels, the brand created by Barry Sternlicht some 30 years ago.
Sternlicht is the current chairman of SH Hotels & Resorts.
Three brands will sit under Starwood Hotels: 1 Hotels, Baccarat and Treehouse, with Sternlicht suggesting the group is working on at least one more brand.
The new Starwood Hotels will have a combined 40 hotels open and in its pipeline. Among the notable projects: 1 Hotels in Austin and Seattle as well as on the island of Crete. Treehouse hotels are under development in Miami and Manchester, England. Baccarat hotels are coming to Dubai, the Maldives and Rome. All three brands are expected to open hotels in Riyadh, Saudi Arabia.
In 2016, Marriott International acquired Starwood Hotels & Resorts for $13 billion to create the world's biggest hotel company.
Source: Hotel Investment Today