Starwood 2.0: Barry Sternlicht’s new vision for hospitality

Upcoming projects focus on innovation, sustainability, and well-being, with particular attention to branded residences and resorts

Barry Sternlicht, the founder of Starwood Hotels & Resorts, will revive the Starwood hotel brand nearly a decade after its $13.6 billion sale to Marriott International. Launching in spring 2025, this revival marks a significant milestone for Sternlicht as he returns to his hospitality roots with a bold new venture.

Key takeaways

• The re-launch of Starwood Hotels as a management company is designed to strengthen the company's presence in the global luxury and lifestyle hospitality market;
• In its initial phase, Starwood Hotels will oversee 14 wholly or partially owned Starwood Capital properties operating under three distinct brands: Baccarat, 1 Hotels and Treehouse Hotels;
• Sternlicht envisions a hospitality experience that blends luxury with sustainability, integrating innovation while honoring the brand's heritage.

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