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11 MARCH 2025 ISSUE 470
A SPA BUSINESS PUBLICATION
Sternlicht revives Starwood
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Hospitality veteran Barry Sternlicht is bringing back the Starwood Hotels name, rebranding his SH Hotels & Resorts operating group under the iconic brand he originally created nearly 30 years ago. The new Starwood Hotels is distinct from the original Starwood Hotels & Resorts, which was acquired by Marriott International in 2016 for US$13.3 AVABLU
billion (€12.1 billion, £10.2 billion). Sternlicht was previously
■ Wellness is a key tenet of the rebranded group
chair and CEO of the original and it comes at a decisive moment
Starwood Hotels & Resorts.
"Reintroducing the Starwood
Following the rebranding,
Hotels name is personally very
Starwood Hotels is gearing up
exciting for me," said Sternlicht,
for major expansion, with more
founder and chair of Starwood
and dining will remain at the
than 40 properties across its
Hotels, an affiliate of his investment
core of its guest experience,
three brands – including 1 Hotels,
firm, Starwood Capital Group.
which will seamlesssly blend
Baccarat Hotels and Treehouse
"It's a tribute to a legacy that
Hotels – spanning four continents.
millions of people know and trust,
Location in Portugal will have design by Clodagh
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