Starwood Hotels Bold Comeback and Global Growth Ambitions Set the Hospitality World Abuzz

Hotel News: A Legendary Name Returns with a Fierce New Vision

Despite widespread economic uncertainties clouding the global hospitality sector, one brand is pushing ahead with confidence and vision—Starwood Hotels. At the 2025 Boutique Hotel Investment Conference in New York City, hosted by the Boutique and Luxury Lodging Association, Starwood’s Chief Development Officer Abhay Bakaya unveiled the company’s grand revival plan. The strategy? To reclaim its iconic status with a global expansion that includes 50 hotels by the year 2030.

Once a powerhouse in the hotel world before being acquired by Marriott International in 2016, the Starwood name was recently revived by Barry Sternlicht—founder of SH Hotels & Resorts and the original Starwood. The rebranding of SH Hotels & Resorts to Starwood earlier this year marks not just a nostalgic nod to the past but a purposeful move aligned with the brand’s evolution in scale and sophistication. Midway through his keynote, Bakaya emphasized that this Hotel News report reflects the company’s commitment to becoming a beacon for lifestyle and creative hotel concepts, firmly rooted in both strong operational infrastructure and aesthetic innovation.

More Than a Rebrand—A Strategic Reset

In his talk with BLLA’s Ariela Kiradjian, Bakaya explained that the rebranding goes far beyond a name change—it aligns with the company’s increasing ability to deliver on a high standard of distribution, technology, and guest experience. “You can create brands,” he said, “but behind the scenes, there’s a lot of work on infrastructure, technology, and distribution. Now we have a strong point of view and meaningful scale coming.”

Unlike the previous iteration of Starwood, which was heavily real estate-focused, the new Starwood operates under a streamlined asset-light strategy. The company is maintaining a measured pace of signing five to six new deals each year, focusing on gateway cities, resort destinations, and high-spending markets. These include both conversions of existing properties and new-build opportunities, depending on what best fits the locale and brand vision.

Three Brands, Three Distinct Pathways

Starwood’s expansion strategy is built around its three flagship brands—1 Hotels, Baccarat Hotels, and Treehouse Hotels—each catering to different market segments:

-1 Hotels is described by Bakaya as the company’s core brand. Rooted in sustainability and design, it already enjoys a robust U.S. presence. New properties are planned internationally, with a Seattle location recently opened and another in Austin, Texas, launching next year.

-Baccarat Hotels is Starwood’s crown jewel in the ultra-luxury space. Its expansion is deliberately selective, determined by developer quality and market demand. Rome is slated to welcome a Baccarat hotel this year, and in 2027, a high-end residential development bearing the brand will rise in Miami.

-Treehouse Hotels, targeting the premium 4- to 4.5-star category, is the company’s youngest and most playful brand. Its first location debuted in Silicon Valley earlier this year, with further openings planned for Miami, the United Kingdom, Australia, and Saudi Arabia by 2028.

Following the Spending Trail

Starwood’s expansion is deeply influenced by the behavior of American travelers, who continue to lead global hospitality spending. According to Bakaya, many of Starwood’s upcoming projects are geared toward destinations frequented by U.S. travelers. Texas, in particular, is viewed as a major opportunity, with Dallas emerging as a potential hotspot for future development.

Additionally, drive-to resort destinations are also gaining favor. These markets, often overlooked by global chains, are now becoming key battlegrounds for lifestyle-oriented brands like Starwood, which aims to tap into the desire for short-haul leisure escapes.

Building Experiences That Resonate

Beyond physical expansion, Starwood’s philosophy centers on storytelling and emotional resonance. “It may sound obvious,” Bakaya said, “but it’s often the softer touches that really help give the hotels a little bit of that romance they need to really pop.”

This attention to emotional detail and guest connection is where the newly revived Starwood hopes to differentiate itself in a saturated market. The aim isn’t just to increase room counts—it’s to deliver highly curated experiences that enrich the portfolio’s character and brand integrity.

A Steady Hand in a Volatile Market

As other brands hedge their bets and slow down developments amid global instability, Starwood is embracing a calculated yet confident approach. It’s not rushing into every market or pushing for rapid overexpansion. Instead, it’s focused on depth, authenticity, and alignment with its brand DNA.

The Starwood revival represents more than a corporate comeback—it’s a signal that even in an uncertain world, legacy, innovation, and creativity can combine to drive meaningful growth. With the backing of Sternlicht’s vision and a focused leadership team, Starwood Hotels is positioning itself not just as a comeback story, but as a defining force in the future of luxury and boutique hospitality.

And as the global travel landscape continues to shift, all eyes will be on how this brand, built on emotion, design, and daring vision, reclaims and redefines its place in the industry.

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