SH Hotels & Resorts unveils global expansion plans

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Published on 22/01/24 – Updated on 22/01/24

SH Hotels & Resorts, an affiliate of Starwood Capital Group, is embarking on a significant global expansion plan in the luxury and lifestyle hotel sector, covering four continents and 13 countries.

Founded by Barry Sternlicht, the hotel management company operates three distinct brands: 1 Hotels, Baccarat Hotels & Resorts and Treehouse Hotels. With more than 30 hotels and residential projects in operation or under construction, the company is actively progressing projects at various stages of development.

“Our latest expansion is not just about extending our reach; it’s a chance to expose more individuals to our mission. In 1 Hotels, it’s about fusing sustainable luxury with the restorative power of nature. In Baccarat Hotels, we combine timeless elegance with modern sophistication. And in Treehouse Hotels, we ignite the imagination with whimsical charm and playful design. Each new property is a step forward in our journey to redefine what luxury means today and for future generations.” – Barry Sternlicht
Chairperson of Starwood Capital Group

Building on the success of flagship properties such as 1 Hotel Hanalei Bay, Baccarat Hotel & Residences New York and Treehouse London, the strategy includes transforming historic buildings in Europe and launching projects in the Middle East, USA, Mexico and Asia Pacific.

The expansion initiative encompasses both the construction of new properties and the transformation of existing hotels, marking SH Hotels’ entry into the branded residences business. An important aspect of the new properties will be the creation of resorts, which will focus on wellness, in line with the company’s strategy.

SH Hotels & Resorts aims to expand its portfolio while exploring new avenues in the luxury travel sector. The company is looking to the future with a focus on values such as innovation, sustainability and distinctive experiences. As part of its growth strategy, it is considering residential projects, with a particular focus on resort destinations to meet the growing demand from travellers worldwide.

The commitment to innovative design and forward-thinking architecture is evident in every property. By incorporating cutting-edge technologies, SH Hotels & Resorts seeks to personalise the luxury experience, adapting to guests’ individual preferences.

In the area of sustainability, SH Hotels & Resorts aspires to achieve significant reductions in CO2 emissions and zero waste operations, marking a new era of responsibility in the luxury hotel sector.

Expected openings include :

1 Hotels

1 Hotel & Homes Melbourne: Scheduled to open in 2025, with 277 keys, 114 homes and a wellness centre.
1 Hotel Copenhagen: Scheduled to open in 2025 with 288 keys.
1 Hotel Seattle: Scheduled to open in 2025.
1 Hotel Austin: opening in 2026, set to become the tallest tower in Texas with 252 keys.
1 Hotel & Homes Elounda Hills, Crete: Opening in 2026 with 143 keys and 178 residences.
1 Hotel Paris: Sustainable luxury in Paris, scheduled to open in 2027 with 140 keys.
1 Hotel & Homes San Miguel de Allende: Opening in 2027 with 105 keys and 40 residences.
1 Hotel Cabo: Scheduled to open in 2027, with 133 keys and 55 residences with direct access to the beach.
1 Hotel Diriyah, Riyadh: Middle East debut in 2027, offering a sustainable experience in Saudi Arabia.

Baccarat Hotels

Baccarat Hotel Rome: Opening in 2025 with 87 keys, fusing a rich history with Baccarat’s signature style.
Baccarat Hotel Florence: Scheduled to open in 2026 with 75 keys, offering Tuscan sophistication.
Baccarat Hotel & Residences Dubai: Opening in 2026 with 144 keys and 49 residences.
Baccarat Residences Brickell, Miami: Opening in 2027 with 360 residences in the city.
Baccarat Hotel & Residences Diriyah, Riyadh: Opening in 2027, a Najdi-inspired hotel and residences.

Treehouse Hotels

Treehouse Sunnyvale: Scheduled to open later this year with 254 keys in Silicon Valley.
Treehouse Manchester: A revitalised 224-key hotel opening later this year.
Treehouse Brickell, Miami: Scheduled to open in 2026, this 191-room hotel overlooks the Miami skyline.
Treehouse Adelaide: Scheduled to open in 2027 with 248 keys.
Treehouse Diriyah, Riyadh: An urban oasis scheduled to open in 2028.

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