The beloved Starwood Resorts model is formally on its comeback tour.
SH Resorts & Resorts will rebrand as Starwood Resorts, the storied resort group began by hotelier Barry Sternlicht almost 30 years in the past. The resort group will proceed to embody luxurious manufacturers like 1 Resorts and Baccarat Resorts.
Phrase of the rebrand was first floated in January and got here as welcome information to vacationers who beloved the resort group’s authentic groundbreaking loyalty program.
“Reintroducing the Starwood Resorts identify is personally very thrilling for me. It is a tribute to a legacy that tens of millions of individuals know and belief — and it comes at a decisive second in our firm’s historical past,” Sternlicht, the chairman of Starwood Resorts, said in a statement. “By reviving the Starwood Resorts identify, we purpose to marry this trusted legacy of youth, innovation, and visitor focus with our trendy, tech-enabled, personalised method to hospitality. As we take this subsequent step, we’re doubling down on our mission to encourage, innovate, and make a distinction — for our friends, our companions, and the planet.”
Throughout its first go-round, Starwood Resorts included now-iconic manufacturers like W, Westin, Sheraton, 4 Factors and St. Regis. Nevertheless, the group was offered to Marriott 9 years in the past.
This new model of Starwood will embrace notable resort manufacturers like Baccarat Resorts; the most recent of its manufacturers, Treehouse Resorts; and the sustainability-focused 1 Resorts. And the rebranded resort group isn’t resting on its laurels, including new properties throughout the globe just like the 1 Resort Seattle, which began taking reservations final month for its spring opening, together with areas in Melbourne, Tokyo and Copenhagen set to open later this yr.
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“Over the previous decade, SH Resorts & Resorts has constructed three extraordinary manufacturers, together with the mission-driven 1 Resorts, which demonstrates how friends can stay an expensive, sustainable life with out sacrifice. I did not need to do one other typical resort model after W,” Sternlicht stated. “With our new openings, we’re bringing our mission to new markets and persevering with to lift the bar for sustainable luxurious.”
The group can also be increasing its latest idea, Treehouse Resorts, past the present location in London, including properties this yr in each Manchester, U.Okay., and Sunnyvale, California. The corporate plans to finally open resorts in Adelaide, Australia; Riyadh, Saudi Arabia; and Miami.
“Our journey has simply begun,” Sternlicht stated. “As we embrace daring concepts, broaden into new markets, and proceed to reinvent the hospitality panorama, we hope to construct a legacy that can encourage future generations. The most effective is but to come back.”
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