The beloved Starwood Motels model is formally on its comeback tour.
SH Motels & Resorts will rebrand as Starwood Motels, the storied lodge group began by hotelier Barry Sternlicht almost 30 years in the past. The lodge group will proceed to embody luxurious manufacturers like 1 Motels and Baccarat Motels.
Phrase of the rebrand was first floated in January and got here as welcome information to vacationers who liked the lodge group’s unique groundbreaking loyalty program.
“Reintroducing the Starwood Motels 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 Motels, stated in an announcement. “By reviving the Starwood Motels 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 company, our companions, and the planet.”
Throughout its first go-round, Starwood Motels included now-iconic manufacturers like W, Westin, Sheraton, 4 Factors and St. Regis. Nonetheless, the group was bought to Marriott 9 years in the past.
This new model of Starwood will embrace notable lodge manufacturers like Baccarat Motels; the most recent of its manufacturers, Treehouse Motels; and the sustainability-focused 1 Motels. And the rebranded lodge group will not be 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 places in Melbourne, Tokyo and Copenhagen set to open later this yr.
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“Over the previous decade, SH Motels & Resorts has constructed three extraordinary manufacturers, together with the mission-driven 1 Motels, which demonstrates how company can dwell an expensive, sustainable life with out sacrifice. I did not wish to do one other typical lodge 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 be increasing its latest idea, Treehouse Motels, past the present location in London, including properties this yr in each Manchester, U.Okay., and Sunnyvale, California. The corporate plans to finally open lodges 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 very best is but to come back.”
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