Barry Sternlicht revives beloved Starwood brand amid fan anticipation

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Barry Sternlicht revives beloved Starwood brand amid fan anticipation

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Marc Ramos Contributor | The Points Guy

By Sky Industry News

Jan 28, 2025

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.

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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.