The beloved Starwood Accommodations model is formally on its comeback tour.
SH Accommodations & Resorts will rebrand as Starwood Accommodations, 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 Accommodations and Baccarat Accommodations.
Phrase of the rebrand was first floated in January and got here as welcome information to vacationers who cherished the resort group’s authentic groundbreaking loyalty program.
“Reintroducing the Starwood Accommodations identify is personally very thrilling for me. It is a tribute to a legacy that hundreds of thousands of individuals know and belief — and it comes at a decisive second in our firm’s historical past,” Sternlicht, the chairman of Starwood Accommodations, mentioned in an announcement. “By reviving the Starwood Accommodations identify, we intention 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 visitors, our companions, and the planet.”
Throughout its first go-round, Starwood Accommodations 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 Accommodations; the most recent of its manufacturers, Treehouse Accommodations; and the sustainability-focused 1 Accommodations. And the rebranded resort group isn’t resting on its laurels, including new properties throughout the globe just like the 1 Lodge Seattle, which began taking reservations final month for its spring opening, together with areas in Melbourne, Tokyo and Copenhagen set to open later this 12 months.
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“Over the previous decade, SH Accommodations & Resorts has constructed three extraordinary manufacturers, together with the mission-driven 1 Accommodations, which demonstrates how visitors can stay an expensive, sustainable life with out sacrifice. I did not need to do one other typical resort model after W,” Sternlicht mentioned. “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 Accommodations, past the present location in London, including properties this 12 months in each Manchester, U.Okay., and Sunnyvale, California. The corporate plans to ultimately open inns in Adelaide, Australia; Riyadh, Saudi Arabia; and Miami.
“Our journey has simply begun,” Sternlicht mentioned. “As we embrace daring concepts, broaden into new markets, and proceed to reinvent the hospitality panorama, we hope to construct a legacy that may encourage future generations. The perfect is but to come back.”
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