At the recent hospitality investment conferences held in New York City, many hoteliers expressed caution due to ongoing economic uncertainty. However, for Starwood Hotels, the outlook appears optimistic. According to a senior executive from the company, Starwood is poised for significant growth in the coming years. With strategic plans to expand its presence, Starwood is positioning itself for a successful future despite the broader economic challenges facing the hospitality sector.
During a conversation at the 2025 Boutique Hotel Investment Conference, the executive revealed Starwood’s goal to open approximately 50 hotels by 2030. Currently, the company has 40 hotels in its pipeline and portfolio, with half of these properties already open for business. This ambitious target highlights the company’s commitment to expanding its reach and continuing its transformation under its new leadership.
Previously known as SH Hotels & Resorts, the company underwent a rebranding earlier this year, bringing back the iconic Starwood name, which was originally founded over 30 years ago. This rebranding marks a pivotal moment in the company’s history, signaling a new direction and renewed commitment to growth. The move to revive Starwood’s legacy demonstrates the leadership’s confidence in the future of the brand, despite its recent changes.
In 2016, Marriott International acquired Starwood’s portfolio of hotels, including renowned brands such as Westin, W Hotels, and Le Méridien. This acquisition resulted in Marriott expanding its portfolio to over 5,700 properties at the time. However, earlier this year, Starwood’s former CEO, who founded the brand, received permission to revive the name, reintroducing Starwood as an independent entity. Since then, the brand has focused on repositioning itself in the market, offering a more targeted and intentional growth strategy.
The key difference between Starwood’s current iteration and its earlier form is its shift away from a primarily real estate-focused strategy. In the past, Starwood’s business model was largely centered around real estate investments. Today, however, Starwood’s approach is more focused on strategic growth with clear goals and a commitment to delivering exceptional experiences. The company is no longer just an asset-driven brand, but one with a distinct vision for expansion and brand differentiation.
Currently, Starwood signs around five or six deals each year, maintaining a steady pace of growth. This consistent approach to expansion demonstrates the company’s focus on sustainable and thoughtful development. Starwood is particularly interested in entering established markets such as global gateway cities, which are major travel hubs attracting significant international tourists. In addition, the company is increasingly exploring resort destinations, capitalizing on the growing demand for luxury and leisure travel experiences.
While Starwood follows an asset-light model, the company remains open to a variety of development strategies. It is willing to acquire existing properties for conversion into its distinctive hotel brands, as well as pursuing opportunities for new-build construction. This flexibility allows Starwood to diversify its portfolio and adapt to various market conditions.
One of Starwood’s most prominent luxury brands, Baccarat, is expanding selectively, choosing locations that align with the brand’s high standards. Baccarat is focused on partnering with high-caliber developers and ensuring that local markets are ready for the brand’s ultra-luxury offerings. As part of its growth strategy, Baccarat has a new hotel opening in Rome this year and plans to launch luxury residences in Miami by 2027. These developments reflect the brand’s dedication to providing exceptional experiences in the most desirable destinations.
Starwood’s latest brand, Treehouse Hotels, provides a luxurious 4- to 4.5-star experience. The brand’s first property opened in Silicon Valley earlier this year, and it is poised for significant expansion in the coming years. Treehouse Hotels has set ambitious goals to launch new properties in Miami, the United Kingdom, Australia, and Saudi Arabia by 2028. This global expansion strategy is designed to bring the brand’s unique offerings to a broader audience, tapping into emerging markets and high-demand locations.
Starwood’s strategy for the future hinges on its ability to develop appealing, innovative hotel experiences that resonate with today’s discerning travelers. By focusing on quality, design, and exceptional service, Starwood aims to differentiate itself in a highly competitive market. Whether through luxury, lifestyle, or boutique offerings, the company is committed to providing distinct and memorable stays for its guests.
In conclusion, Starwood Hotels is on track for continued growth and success. With its clear vision for expansion, commitment to exceptional quality, and focus on strategic development, the company is positioning itself as a major player in the global hospitality industry. Its ability to adapt to market trends, explore new opportunities, and deliver unparalleled guest experiences will be key to its future success.
