Barry Sternlicht revives beloved Starwood brand amid fan anticipation

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.