The dear Starwood Hotels brand is officially on her return tour.
SH Hotels & Resorts will change the name of Starwood Hotels, the group of historical hotels started by hotelier Barry Sternlicht almost 30 years ago. The group of hotels will continue to cover luxury brands as 1 hotels and Baccarat hotels.
The word of brand change was First floated in January And there was good news to travelers who loved the innovative loyalty program of the hotel group.
“Reintroducing the name of Starwood hotels is personally very exciting for me. It is a tribute to a legacy in which millions of people know and trust, and arrives at a decisive moment in the history of our company,” Sternlicht, president of Starwood Hotels, said in a statement. “By reliving the name of the Starwood hotels, our goal is to marry this reliable legacy of youth, innovation and the focus of the guests with our modern approach, enabled for technology and personalized for hospitality. As we take this step, we are doubling our mission of inspiring, innovating and making a difference, for our guests, our partners and the planet.”
During their first round, Starwood hotels included now iconic brands such as W, Westin, Sheraton, Four Points and St. Regis. However, the group was sold to Marriott nine years ago.
This new version of Starwood will include notable hotel brands such as Baccarat hotels; The newest of its brands, Treehouse Hotels; and hotels 1 focused on sustainability. And the renowned hotel group does not rest in its laurels, adding new properties worldwide such as the 1stiTle hotel, which Began to take reservations Last month for its spring opening, along with locations in Melbourne, Tokyo and Copenhagen to open later this year.
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“During the last decade, Sh Hotels & Resorts has built three extraordinary brands, including hotels 1 driven by the mission, which demonstrates how guests can live a luxurious and sustainable life without sacrifice. I didn’t want to make another typical hotel brand after W,” said Sternicht. “With our new openings, we take our mission to new markets and continue to raise the bar for sustainable luxury.”
The group is also expanding its new concept, Treehouse Hotels, beyond the current location in London, adding properties this year in Manchester, the United Kingdom and Sunnyvale, California. The company plans to open hotels in Adelaide, Australia; Riad, Saudi Arabia; and Miami.
“Our trip has just started,” Sternlicht said. “As we adopt bold ideas, we expand to new markets and continue to reinvent the hospitality panorama, we hope to build a legacy that inspires future generations. The best is yet to come.”
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