Quantcast

Barry Sternlicht revives beloved Starwood brand amid fan anticipation

Flight made emergency landing in Denver after reported animal strike and engine fire
General Dynamics says G800 jet receives FAA, EASA certifications
United Airlines doubles down on Chicago roots with new O'Hare billboards
Gatwick airport strikes, Easter 2025: will my flight be cancelled?
Boarding passes and check-in could be scrapped in air travel shake-up
European air traffic warning means summer delays for holidaymakers
The EU rule change that could affect millions of Brits when their flight is delayed or cancelled
Delta Earnings Land Soon. Why They’re Key for Airline Stocks and the Economy.
Avelo Airlines to Operate Deportation Flights, Hiring Flight Attendants
Travel chaos 2025: all the strikes and disruption expected across Europe
Qatar Airways accelerates Starlink wifi implementation
Southwest Airlines extends flight schedule through early April 2025
Cathay Pacific reaches 3,400 pilots this year, with low resignation rate of 2.9%
Qatar Airways Nears Boeing 777 Fleet-Wide Starlink Upgrade
United receives FAA approval for first Starlink-equipped planes
50 New Routes Launching In April 2025
Qantas launches mammoth Asia flight sale including Bali and Japan
New Update from Air Canada, WestJet, American Airlines, Delta, United, Southwest, Alaska, JetBlue Airways, and Sunwing: Airline Capacity Between Canada and US Slashed as Bookings Plummet Seventy Per Cent
Delta Cuts Two Domestic Routes
United Airlines Technicians Reject ‘Dead on Arrival’ Contract Proposal, Teamsters Say
The State of the Asia Pacific Airline Industry
Spirit Airlines to add Detroit nonstop flight out of Bradley International Airport
Major airline to launch new direct flights from Scotland to North America
Ryanair launches new ‘prime’ membership which saves passengers more than £400 a year
Judge Orders Boeing to Trial on 737 MAX Case
Qantas’ free international Wi-Fi to switch on from next week
The real reason Southwest is charging for bags now
Air France-KLM in ongoing talks with Air Europa on potential stake, CEO says
Frontier Savagely Shades Southwest After They Eliminated Longstanding Free Bag Policy, Sparking Backlash
Frontier Wants You to 'Divorce Your Old Airline' After Southwest Changes
Barry Sternlicht revives beloved Starwood brand amid fan anticipation
Research
Webp 6bq4gwnhm8jl8kdrvvlz6038ttqg
Marc Ramos Contributor | The Points Guy

Hotelier Barry Sternlicht is bringing back the Starwood brand, according to The New York Times. This news has been well-received by fans of the former hotel chain and its loyalty program.

Sternlicht originally created Starwood in the 1990s and launched the popular Starwood Preferred Guest (SPG) program in 1999. After leaving the company, it was sold to Marriott nine years ago for $13 billion, making Marriott the largest hotel chain globally. At that time, Starwood included brands like W, Westin, Sheraton, Four Points, and St. Regis. Sternlicht introduced amenities such as Westin's Heavenly Bed.

The SPG program was known for perks like guaranteed late checkout and suite upgrades. Many elite members were disappointed when it ended after transitioning to Marriott Bonvoy.

Get the Newsletter
Sign-up to receive weekly round up of news from Sky Industry News
By submitting, you agree to our Privacy Policy and Terms of Service. By providing your phone number you are opting in and consenting to receive recurring SMS/MMS messages, including automated texts, to that number from our short code. Msg & data rates may apply. Reply HELP for help, STOP to end. SMS opt-in will not be sold, rented, or shared.

Edward Pizzarello, a small-business owner and longtime SPG elite member said, "At a time when most large hotel chains are favoring the needs of hotel owners over customers, a pioneer of customer loyalty is getting back into the fray." He added that Sternlicht's focus on guest experience had created an unmatched loyal customer base.

Sternlicht's revival of Starwood is part of his plan to build another hotel empire under SH Hotels & Resorts. Brands like Baccarat Hotels will now fall under Starwood's name. Additionally, Sternlicht founded 1 Hotels focusing on sustainability and Treehouse Hotels with a vintage vibe. There are currently 22 hotels planned in various locations including Austin and Rome.

Sternlicht commented to The New York Times: "Designing hotels and keeping them on brand is fun."

While details about a new loyalty program remain unknown, former SPG fans are eager to see what develops.

Organizations Included in this History
More News

The fourth Boeing 777X aircraft, known as WH0004 and registered as N779XZ, is set to conduct test flights soon.

Apr 23, 2025

Airports Council International (ACI) World has published its 2024 airport rankings, confirming that Hartsfield-Jackson Atlanta International Airport (ATL) remains the busiest airport worldwide.

Apr 23, 2025

Air Canada operates a fleet of long-haul aircraft, with the Boeing 777-300ER boasting the largest passenger capacity.

Apr 23, 2025

World markets are currently experiencing turbulence due to an escalating tariff conflict, a situation that remains uncertain in its outcomes.

Apr 23, 2025

Flying Food Group announced its April Sustainability Report, highlighting new plastic-free office initiatives, distribution of reusable water bottles to employees, support for Earth Day reforestation efforts, and a broader push to promote...

Apr 22, 2025

Emirates has announced a new partnership between its Skywards loyalty program and Emarat's EmCan program, allowing members to convert Skywards Miles into EmCoins and vice versa.

Apr 22, 2025