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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.
