Hotel brand management company SH Hotels & Resorts has revealed plans to expand its portfolio across four continents and 13 countries and territories.
The company aims to offer experiential luxury, design, sustainability, and technology across brands such as 1 Hotels, Baccarat Hotels, and Treehouse Hotels.
The expansion plan includes conversions of historic buildings in Europe, skyline-defining projects in the Middle East, spaces in the US, retreats in Mexico, and trendsetting developments in the Asia Pacific region.
Starwood Capital Group chairman, and CEO Barry Sternlicht said: “Our latest expansion is not just about extending our reach; it’s a chance to expose more individuals to our mission. In 1 Hotels, it’s about fusing sustainable luxury with the restorative power of nature.
“In Baccarat Hotels, we combine timeless elegance with modern sophistication. And in Treehouse Hotels, we ignite the imagination with whimsical charm and playful design. Each new property is a step forward in our journey to redefine what luxury means today and for future generations.”
1 Hotels is the first mission-driven lifestyle hotel brand inspired by nature, combining biophilic design and sustainable practices with comfort and service.
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Since its launch in 2015, the brand is claimed to have grown in key markets, with the recent opening of flagship properties in Hawaii and London.
The properties comprise 1 Hotel Hanalei Bay in Kauai and 1 Hotel Mayfair in London.
Some of the upcoming developments under this brand include 1 Hotel & Homes Melbourne, 1 Hotel Copenhagen, and 1 Hotel Seattle, all scheduled to open in 2025.
Baccarat Hotels is a 260-year-old crystal brand, that opened its flagship property in Baccarat Hotel New York in 2015.
The properties under the Baccarat Hotels brand scheduled to open in the coming years include Baccarat Hotel Rome, Baccarat Hotel & Residences Dubai, Baccarat Hotel Florence, and more.
Meanwhile, Treehouse Hotels, inspired by the nostalgia of a child’s treehouse, offers joy, fun, and laid-back comfort.
The first hotel, Treehouse London, opened in 2019.
Some of the openings under this brand include Treehouse Brickell, Miami scheduled to open in 2026 and Treehouse Adelaide expected to open in 2027, among others.
The expansion plan also includes a focus on branded residential projects and destination resorts.
This caters to the resurgence and resilience of global travel demands, particularly within the 1 Hotels and Baccarat brands.
SH Hotels & Resorts’ current flagship locations include 1 Hotel Hanalei Bay, Baccarat Hotel & Residences New York, and Treehouse London, among others.
The company includes more than 30 hotels and branded residential projects open and in development along with several agreements currently in the letter of intent phase.