SH Hotels & Resorts will be rebranded as Starwood Hotels in February, the founder of the group has confirmed.
The company announced that it would ‘officially change its name’ next month, marking a ‘significant milestone’ in its journey and reverted back to the brand that Barry Sternlicht founded three decades ago.
The transition to Starwood Hotels will see three brands now sit under that umbrella; 1 Hotels, Baccarat and Treehouse.
Announcing the move, SH Hotels & Resorts said: “We’re proud to announce that our name will officially change to Starwood Hotels, marking a significant milestone in our journey.
“This rebrand reflects the dedication, passion, and innovation that have shaped our brands and driven us forward. It’s a moment made possible by the extraordinary contributions of our team members, property owners, and partners across every hotel and our home office.
“We are truly honored to be part of this story and couldn’t be more excited about the future we’re building together.
The transition to Starwood Hotels will take place this February, ushering in the next chapter of our shared legacy.”
The new Starwood Hotels will have a combined 40 hotels open and in its pipeline.
In 2016, Marriott International acquired Starwood Hotels & Resorts for more than £10bn to create the world’s biggest hotel company.
Sternlicht is the current chairman of SH Hotels & Resorts.
