Quantcast

Barry Sternlicht revives beloved Starwood brand amid fan anticipation

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
Delta named one of Fast Company's Most Innovative Companies for sustainability initiatives
Passengers escape fiery American Airlines jet in Denver
Delta, American Dive On Slashed Outlooks; But Two Airlines Rally
Competitors are circling Southwest after the airline announced it's going to start charging for checked bags
Exclusive: Dominican Low-Cost Carrier Arajet Wants to Disrupt NYC Market
Boeing deliveries rise 63% in February from a year earlier
Transportation Secretary Duffy Lays Out 10 Ways the FAA Is Working to Upgrade Air Traffic Control and Make Flying Safer
EasyJet pilot Paul Elsworth suspended after flying too close to mountain
Delta Air Lines bets on ‘blended-wing’ flight to reduce emissions
Europe's airlines pivot to bite size M&A deals to limit cost, regulatory burden
Dave Emerson named new CEO of Virgin Australia, replacing Jayne Hrdlicka
Ryanair DELAYS controversial new boarding pass rule to avoid summer chaos
FAA Orders Inspection, Replacement of 737NG Engine Parts
Spirit Adds New Airport, Three Routes
Delta crash passengers should take the $30,000 payment, their lawyers say. Here’s why.
Budget airline launches new cheap flights to one of the UK’s top winter sun destinations
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

An Embraer E195-E2 operated by Helvetic Airways for Swiss International Air Lines marked a significant milestone at London City Airport (LCY) on March 26.

Apr 2, 2025

Delta Air Lines, recognized as the largest airline globally in terms of annual revenue, continues to expand its fleet of Airbus A321neo aircraft across its major hubs in the United States.

Apr 2, 2025

American Airlines and British Airways have taken a step towards resolving competition concerns on transatlantic flights between London and the United States.

Apr 2, 2025

United Airlines has commenced the development of a $315 million maintenance facility at Orlando International Airport, marking the largest private aviation investment in the airport's history.

Apr 2, 2025

Linhas Aéreas de Angola, commonly known as TAAG Angola Airlines, is planning to establish a new route between Angola and Houston, Texas, by 2027.

Apr 2, 2025

European aircraft giant Airbus is advocating for improvements in global air traffic management (ATM) amid increasing complexities in air travel.

Apr 2, 2025