- Barry Sternlicht is bringing back Starwood Hotels, the brand sold to Marriott International in 2015 for more than $12B.
- The new Starwood Hotels will include Sternlicht’s existing hotel chains: Baccarat, 1 Hotels, and Treehouse, with plans to expand to 22 locations by 2029.
- The development pipeline includes new hotels in Austin, Seattle, Crete, Greece, and the Maldives, among others.
- The hotel industry is rebounding after the pandemic, with projections for steady growth in revenue per available room and hotel investment in 2025.
Barry Sternlicht, CEO of Starwood Capital, is resurrecting the iconic Starwood Hotels brand, nearly a decade after selling it to Marriott International (MAR) for more than $12B, reported Bisnow.
Now, Sternlicht is taking his portfolio to new heights with plans to expand Starwood Hotels globally, adding new properties and further solidifying his role in the hospitality sector.
The New Starwood
Sternlicht is relaunching Starwood Hotels with a strategic focus on its existing brands: the ultra-luxury Baccarat, the sustainable 1 Hotels, and the nostalgic Treehouse hotels.
Sternlicht, who built his wealth managing Starwood Capital’s $115B assets, told The New York Times that he’s eager to step beyond merely managing capital and return to hotel development.
He aims to expand his portfolio to 22 locations by 2029, with current hotel projects already spanning five countries. The new hotels will include additions to his existing brands, such as the 1 Hotels in Austin, Seattle, and Crete, Greece, as well as Treehouse locations in Miami and Manchester, UK. Baccarat will also expand with hotels in Dubai, Rome, and the Maldives.
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Sternlicht’s Vision
The original Starwood Hotels brand grew to a global presence of over 1.3K properties across 100 countries, eventually becoming part of Marriott’s portfolio after the $12B sale in 2015.
The brand was known for creating the W Hotels in 1998 and later acquiring Westin and St. Regis. Sternlicht, who stepped down as executive chairman in 2005, is bringing a fresh vision to the Starwood name, focusing on high-end luxury and boutique offerings.
Sternlicht’s strategy includes building both luxury and eco-conscious properties. While he has considered selling some of the resurrected Starwood Hotels to raise capital, he has no intention of fully selling the brand.
Strong Recovery
The broader hotel industry is recovering from the pandemic’s impact on travel. JLL projects revenue per available room (RevPAR) growth of 3–5% in 2025, with domestic travel expected to remain strong and international travelers increasing by 10% to 85M.
Hotel investments are expected to grow by 15–25% YoY, which bodes well for Sternlicht’s expansion plans. In 2025, hotels are expected to see stronger performance, driven by improved spending, lower capital costs, and resurging leisure and business travel.
Why It Matters
The resurrection of Starwood Hotels is more than a revival of a beloved brand—it signals a new wave of innovation in the luxury hospitality space.
With Sternlicht’s wealth of experience and his ambitious global expansion plans, Starwood’s return could redefine the landscape of high-end travel in the years ahead.
The growing interest in luxury and sustainable travel aligns with current market trends, and Sternlicht’s portfolio of eco-friendly and stylish hotels could make waves in the rapidly evolving hospitality sector. cheaper than in-place rents. in the sectors that will power the future—data centers and the energy infrastructure that supports them.
