Starwood Hotels - A Beloved Brand's Return

For many who loved to travel, the name Starwood Hotels brings back a lot of good memories, you know? It’s a bit like hearing an old favorite song. This collection of places to stay, from their stylish hotels to their lovely resorts, truly offered something different. They had a way of making travel feel special, with distinct places to choose from, such as 1 Hotels, Baccarat Hotels, and even Treehouse Hotels. These weren't just buildings; they were experiences, often quite memorable.

People really enjoyed what Starwood Hotels brought to the table, especially when it came to exploring a new spot. You could, for example, find yourself in Brooklyn, or maybe Kauaʻi, perhaps London, or even Paris, and each place would let you get a feel for the local way of life. They put thought into things like feeling good, trying out new foods, and finding exciting places to spend an evening. It was, in some respects, more than just a room; it was about the bigger picture of your trip, and that really resonated with people.

What’s more, there was a particular kind of loyalty program they had, Starwood Preferred Guest, or SPG for short. For many who traveled often, this program was, well, pretty much the one they focused all their travel on. It was known for being quite generous and, honestly, just really good for those who stayed with Starwood a lot. That feeling of being valued, of getting something extra for your loyalty, was a big part of why people stuck with them, even after all this time, it seems.

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Table of Contents

• The Story of Starwood Hotels' Beginnings
• Barry Sternlicht - A Visionary Behind Starwood Hotels
• What Made Starwood Hotels So Special?
• The Distinctive Brands of Starwood Hotels
• Why Did Starwood Hotels Go Away?
• The Marriott Acquisition and Its Impact on Starwood Hotels
• Is Starwood Hotels Really Back?
• What's Next for Starwood Hotels?

The Story of Starwood Hotels' Beginnings

The story of Starwood Hotels really begins with one person, Barry Sternlicht. He’s the person who first brought this whole idea to life, creating something that would become, well, quite big in the hospitality world. He started Starwood Capital Group back in 1991, and from there, the hotel side of things began to take shape. It’s pretty amazing how one person’s vision can lead to such a wide-reaching collection of properties, you know? He had a knack for seeing what people wanted in a place to stay, and then making it happen.

For a long time, he was at the helm, guiding Starwood Hotels to become a name that people truly recognized and, honestly, respected. He stepped away from the company about two decades ago, and then, as a matter of fact, it was later sold to Marriott for a really large sum of money, thirteen billion dollars to be exact. But the interesting part is, even after all that, he apparently still had a connection to what he had built. He wanted to give it another go, which is quite something for someone who had already achieved so much in this space.

His ability to blend commercial smarts with a good eye for design and how things should run was, honestly, a big part of what made Starwood Hotels stand out. He understood that a hotel wasn't just about the bed; it was about the whole feeling, the atmosphere, and how it made you feel when you were there. That kind of thinking led to some truly different and exciting hotel brands, and that, I mean, is why so many people felt a real connection to what he created.

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Barry Sternlicht - A Visionary Behind Starwood Hotels

Barry Sternlicht is, in a way, the person who made Starwood Hotels what it was, and what it is becoming again. He's known for having a really clear picture of what he wants to create, especially when it comes to places where people stay. He doesn't just build hotels; he tries to make experiences, which is a bit different from how some others approach things. His ideas about design, how a hotel should feel, and what it should offer guests have always been, well, pretty forward-thinking.

He’s the kind of person who sees an opportunity and, honestly, goes for it with a lot of energy. The fact that he’s bringing back the Starwood Hotels name, nearly a decade after it seemed to have moved on, tells you a lot about his dedication to this particular idea. He believes in the brand, and he believes in the kind of hospitality it represents, which is quite inspiring, you know?

His work has always been about pushing the boundaries of what a hotel can be. He’s not afraid to try new things, and that’s why Starwood Hotels, under his guidance, had such a distinct personality. He understands that people want more than just a place to sleep; they want a place that feels good, that looks good, and that offers something special. That understanding, I mean, is really at the core of his approach.

What Made Starwood Hotels So Special?

So, what exactly was it that made Starwood Hotels stand out in a crowd? Well, for one thing, they had a knack for creating brands that felt really fresh and, honestly, quite cool. They weren't all the same; each one had its own vibe. You had the elegance of St. Regis, the energetic feel of W Hotels, the focus on wellness at Westin, and the unique finds within Luxury Collection. This variety meant there was something for almost everyone, which was a pretty clever approach, if you think about it.

People often talk about how Starwood Hotels had a way of punching above its weight. What that means is, for its size, it had an influence and a reputation that felt much bigger. A lot of this came from its collection of hotels, which were, well, truly impressive. But it also came from that loyalty program, SPG, which was, as I was saying, a real favorite for many who traveled regularly. It just made sense to concentrate your stays with them because the rewards felt genuinely worthwhile.

The company also had a strong belief that travel wasn't just about getting to your final spot. It was, in a way, about the entire experience, the moments that you collect along the way. That philosophy was woven into how they designed their places and how their staff treated guests. It made you feel like your trip was more than just a transaction; it was something to be enjoyed and remembered. That, I mean, is a pretty powerful idea for any business.

The Distinctive Brands of Starwood Hotels

Starwood Hotels truly had a range of distinct brands, each with its own character and appeal. Take 1 Hotels, for example; they focus on being kind to the planet while still offering a really stylish place to stay. Then there are Baccarat Hotels, which are all about a sense of luxury and refined beauty. And Treehouse Hotels, well, they offer a bit of a playful, whimsical feel, often with a connection to nature. These are just a few examples, but they show the breadth of what Starwood Hotels brought to the market.

Beyond these, you had the well-known names like Westin, which often focused on well-being and a good night's sleep, and W Hotels, which were known for their lively atmosphere and modern design. Luxury Collection brought together unique, often historic, properties that told their own stories. And St. Regis, that was typically about a very high level of service and a sense of timeless elegance. Each brand was, in some respects, a world unto itself, offering a different kind of stay, which was quite appealing to many travelers.

It wasn't just about having different names; it was about creating places that genuinely felt different. The design, the services, the overall mood – these were all carefully considered for each brand under the Starwood Hotels umbrella. This attention to detail, and the ability to create varied experiences, was a big reason why people were so loyal to the group. They could find exactly the kind of stay they were looking for, whether it was for business or a relaxed getaway, you know?

Why Did Starwood Hotels Go Away?

The big change for Starwood Hotels happened in 2016. That’s when Marriott, another very large hotel company, decided to buy them. The deal was for a substantial amount, thirteen billion dollars, and the idea was to create what would become the biggest hotel group in the world. For many who loved Starwood, and especially that SPG loyalty program, this news was, well, a pretty big deal. It meant that things were going to be different, and that favorite program would eventually merge into Marriott's own system.

So, the Starwood Hotels name, as a primary company, kind of faded into the background after that acquisition. While many of the brands like Westin and W continued on under the Marriott umbrella, the distinct identity of Starwood as a separate entity began to change. For people who had built up years of loyalty and enjoyed the specific feel of Starwood, it was, honestly, a moment of adjustment. Their favorite program, where they used to put all their travel, was no longer the same, which was a little sad for some.

The goal of the acquisition was, basically, to combine forces and create a much larger network of hotels. This made sense from a business standpoint, offering more choices to travelers under one large system. However, for those who had a deep connection to Starwood Hotels, it felt like losing something unique. The spirit of what made Starwood, well, Starwood, seemed to get diluted in the process of becoming part of a much bigger machine, you know?

The Marriott Acquisition and Its Impact on Starwood Hotels

When Marriott acquired Starwood Hotels, it had a very real impact on how things worked. The SPG program, which was, as I was saying, a huge draw for many, eventually became part of Marriott Bonvoy. While Bonvoy is a large and widely used program, it was, for many SPG members, not quite the same. People had grown accustomed to the benefits and the way SPG operated, and the change meant learning a new system and, honestly, adapting to different rules and rewards.

The brands that were once solely part of Starwood Hotels continued to operate, but they were now under a new parent company. This meant changes in how they were marketed, how they were managed, and sometimes, even how they felt. While the core essence of places like Westin or W might have remained, the overall Starwood identity, the one that people had come to love, was less prominent. It was, in some respects, a necessary business move, but it had a clear effect on the brand's presence.

The acquisition created a hotel group that was, well, simply massive. It offered travelers an incredible number of choices across the globe. You could find and book a Marriott Bonvoy property pretty much anywhere, searching by brand or filtering by what you needed. This expanded reach was a big benefit for Marriott, but it also meant that the distinct, perhaps more intimate, feel of the original Starwood Hotels group changed. It became part of something much, much bigger, which is sometimes how things go in the business world.

Is Starwood Hotels Really Back?

Here’s the exciting news for all those who missed it: Starwood Hotels is, honestly, making a comeback. The original founder, Barry Sternlicht, has been working to bring the brand back to life. This is, basically, music to the ears of people who truly loved the chain and were big fans of its innovative loyalty program. It means that the spirit of what made Starwood special is returning, and that’s a pretty big deal for many who enjoy travel.

The company that was known as SH Hotels & Resorts, which already owned brands like 1 Hotels and Baccarat Hotels, celebrated its tenth anniversary by doing something pretty significant: rebranding itself as Starwood Hotels. This happened as of March 5, 2025, marking a very clear return of the well-known brand under its original creator. It’s not just a name change; it’s a deliberate move to revive a hospitality icon, which is quite interesting to see happen.

Word of this return first started circulating in January, and it was, honestly, welcome news for travelers who remembered and appreciated what Starwood Hotels offered. After an absence of less than a decade, the storied Starwood Hotels brand is, in fact, back. This means that the legacy of those innovative and "cool" brands, and the focus on a unique travel experience, is being picked up again, which is very promising for the future.

What's Next for Starwood Hotels?

So, what can we expect from the revived Starwood Hotels? Well, the new group is, apparently, set for quite a bit of growth. They have more than forty properties either open already or being developed, which is a pretty strong start for a brand making a return. This means more places for people to stay that carry that distinct Starwood feel, which is good news for those who appreciate their style of hospitality.

The group will continue to include its luxury brands like 1 Hotels and Baccarat Hotels, which are already well-regarded. This ensures that the high standards and unique offerings that people associate with Starwood Hotels will remain a core part of their identity. They’re leveraging their know-how in things like marketing, design, and how to run a hotel to be the force behind some truly dynamic hotel brands in the world, which is quite impressive.

For people looking for career opportunities, Starwood Hotels is also opening its doors. You can, for example, browse available positions and apply to work at one of their luxury hospitality or food establishments around the globe. This suggests a growing presence and a commitment to building a strong team, which is a good sign for the brand’s future. It’s clear that they are serious about this comeback, and that, honestly, is exciting to see unfold.

The return of Starwood Hotels, under the guidance of its original founder, Barry Sternlicht, signals a renewed focus on what made the brand special in the first place: a collection of stylish, often sustainable, hotels with diverse brands that offer unique experiences. From the innovative loyalty program that travelers loved to the distinctive properties in places like London and Paris, Starwood aimed to make travel about more than just the destination. After its acquisition by Marriott in 2016, the brand's identity shifted, but now, with SH Hotels & Resorts rebranding as Starwood Hotels, the familiar name and its commitment to memorable stays are making a definite comeback, with plans for growth and a continued emphasis on distinct hospitality.