# Starwood Hotels

> Starwood Hotels is a privately held hotel brand management company affiliated with Starwood Capital Group. Formerly SH Hotels & Resorts, it operates 1 Hotels, Baccarat Hotels, Treehouse Hotels and SH Collection properties, combining design, operations, marketing and technology for travelers and property owners. The current group adopted the Starwood name in March 2025; it is distinct from Starwood Hotels & Resorts Worldwide, acquired by Marriott in 2016.

- **Founded:** 2012
- **Headquarters:** Miami, United States
- **Founders:** Barry Sternlicht (Founder and Chairman)
- **Products:** 1 Hotels & Homes, Baccarat Hotels & Residences, Treehouse Hotels, SH Collection, Hotel development and brand management
- **Notable:** Reintroduced the Starwood Hotels name on March 5, 2025., Opened five hotels in 2025, according to CEO Raul Leal: Treehouse Manchester, Treehouse Silicon Valley, 1 Hotel Seattle, 1 Hotel Melbourne and 1 Hotel Copenhagen., Opened the Hanalei Bay flagship following a $300 million transformation in 2023.

## Products & services

- **1 Hotels & Homes** — Nature-inspired luxury hotels and branded residences; hotel brand launched in 2015 in South Beach and Manhattan.
- **Baccarat Hotels & Residences** — Luxury hotels and residences drawing on the French crystal house; first hotel opened in New York in March 2015.
- **Treehouse Hotels** — Lifestyle hotels built around playful design and nostalgia; debuted in London in 2019.
- **SH Collection** — A collection of individual properties supported by the Starwood platform.
- **Hotel development and brand management** — Design, operational, commercial and technology expertise for hotel owners and development partners.
- **1 Hotels Mission Membership** — Free membership with direct-booking perks and a donation of 1% of qualifying charges to participating nonprofit causes; replaced earlier points and tiers in July 2025.

## Achievements

- Reintroduced the Starwood Hotels name on March 5, 2025.
- Opened five hotels in 2025, according to CEO Raul Leal: Treehouse Manchester, Treehouse Silicon Valley, 1 Hotel Seattle, 1 Hotel Melbourne and 1 Hotel Copenhagen.
- Opened the Hanalei Bay flagship following a $300 million transformation in 2023.
- Opened the 252-room 1 Hotel Austin in September 2026.
- Company website reports 2026 Global Top 100 Most Loved Workplaces recognition.

## Latest updates

- **2026-09** — 1 Hotel Austin opened on September 17 with 252 rooms in the 74-story Waterline tower.
- **2026-07** — Raul Leal discussed the revived company’s brand identities, operating discipline and guest personalization in a Two Keys interview.
- **2026-03** — Leal described a selective expansion strategy and a target pace of four to five openings annually in CoStar.
- **2026-02** — Travel Weekly reported more than 250,000 Mission members and recapped five 2025 hotel openings.

## Links

- Website: https://www.starwoodhotels.com/
- LinkedIn: https://www.linkedin.com/company/starwoodhotels/

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Profile page: https://yespress.io/starwood-hotels
Published by YesPress — https://yespress.io
Last updated: 2026-10-22