SH Hotels & Resorts has officially rebranded as Starwood Hotels. The company operates the 1 Hotels, Baccarat Hotels and Treehouse Hotels brands.
The company announced plans for the name change earlier this year. The move marks a revival of the iconic hospitality name established by Barry Sternlicht in 1995. Marriott International acquired the original Starwood portfolio -- comprising brands like W, Sheraton, St. Regis and Westin -- in 2016.
Sternlicht, who is founder and chairman of the current Starwood Hotels, called the reintroduction of the brand "very exciting."
"It's a tribute to a legacy that millions of people know and trust -- and it comes at a decisive moment in our company's history," he said. "We aim to marry this trusted legacy of youth, innovation and guest focus with our modern, tech-enabled, personalized approach to hospitality."
The rebranding comes as Starwood Hotels embarks on significant expansion plans, with the group's portfolio comprising more than 40 properties open or in development. Upcoming openings include 1 Hotels in Seattle, Melbourne, Copenhagen and Tokyo later this year as well as Baccarats in Rome, Florence, Riyadh, Dubai and the Maldives.
The company is also scaling its Treehouse concept, with outposts of the lifestyle brand slated to open this spring in Sunnyvale, California, and Manchester, England.