Barry Sternlicht Brings Back Starwood Brand – Full Timeline
Skift Take
Barry Sternlicht's first attempt at building a hotel empire worked out pretty well: He started Starwood in 1991 with $20 million, and eventually sold a 1,300-property empire to Marriott for about $13 billion. Will the sequel be as good?
Barry Sternlicht, who built Starwood into a hospitality giant before selling it to Marriott for about $13 billion in 2015, is reviving the Starwood name.
Sternlicht's current hotel management company, SH Hotels & Resorts, will rebrand as Starwood starting in February, the New York Times reported.
The new Starwood is starting out significantly smaller than how its predecessor ended, with just 14 hotels across three brands (Baccarat, 1 Hotels, and Treehouse) compared to the original's 1,300 properties and 11 brands.
However, the 64-year-old Sternlicht has ambitious plans, with 22 hotels in development through 2028. He said he would be
