The hotel brand behind 1, Baccarat, and Treehouse Hotels is aggressively expanding in four continents

When you hear the brand name SH Hotels and Resorts. Well, you know if you know. There’s nothing like staying in a 1 Hotel with its nature driven and foliage laden aesthetic, and its heart for eco-friendliness. But, in a time when global inflation can still be felt, SH Hotels has done the market research and is deciding to expand.

Founded by hotel visionary Barry Sternlicht, his company Starwood Property Group, which SH Hotels and Resorts is a managed under, experienced some financial setbacks at the end of 2023. Starwood experienced a 75% drop during its third-quarter net income, according to reporting by Bisnow. But despite that, the company had been delving into $2.7B in new investments the prior twelve months. So now, SH Hotels and resort will be opening thirty hotels and branded residential projects in thirteen countries and territories. In their own words from company notes, they are “shaping the future of hospitality by creating transformative spaces and experiences across some of the world’s most dynamic hotel brands: 1 Hotels, Baccarat Hotels, and Treehouse Hotels.” Experiential luxury, trailblazing design, sustainability, and cutting-edge technology remain at the center of what the brand is trying to maintain and achieve.

1 Hotel Hanalei Bay on the island of Kauai, Baccarat Hotel & Residences New York, and Treehouse London are the three flagship brands within SH Hotels that are the launchpad for the properties to come- which will be in historic buildings in Europe, skyline edifices in the Middle East, inspiring spaces in the US, mesmerizing locations in Mexico, and hip places in the Asia Pacific region. “Our latest expansion is not just about extending our reach; it’s a chance to expose more individuals to our mission,” states Sternlicht. “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.”

1 Hotels

1 Hotels are sustainably driven and biophilic in design. That’s one of the reasons why Country music stars like Kelsea Ballerini and Breland can always be seen staying at the 1 Hotel in Nashville, despite them having homes in the city. From my own experience, it’s a hotel brand you never want to leave, and when I visited 1 Hotel Nashville, I only left the hotel for an hour during my whole stay, and stayed in the whole time. It’s the wellness vibe that also makes the hotel inviting, and because the brand has done well in Miami’s South Beach, New York City, Brooklyn, Los Angeles, San Francisco, Nashville, Toronto, Sanya, Hanalei Bay (in Hawaii), and London, 1 Hotels will be opening nine locations starting from 2025 until 2027, which include Diriyah, Saudi Arabia.

• 1 Hotel & Homes Melbourne (2025): Situated on the Yarra River, this breathtaking waterfront sanctuary will feature 277 keys, 114 homes, and a state-of-the-art wellness center.

• 1 Hotel Copenhagen (2025): Slated to open with 288 keys, this hotel will be a beacon of sustainability in Denmark’s capital, embodying the city’s ambitious carbon-neutral goals.

• 1 Hotel Seattle (2025): This property will blend Seattle’s iconic natural beauty with a contemporary urban flair.

• 1 Hotel Austin (2026): This 252-key property—the tallest tower in Texas—will be an architectural marvel and a testament to urban sustainability.

• 1 Hotel & Homes Elounda Hills, Crete (2026): This breathtaking development with 143 keys and 178 residences will be built along a steep hillside on this ancient Greek island.

• 1 Hotel Paris (2027): Bringing sustainable luxury to Paris, this 140-key property will integrate biophilia within a stunning Kengo Kuma-designed structure set within a buzzy district along the Seine River facing the Great National Library of France and close to the Gare d’Austerlitz and the Gare de Lyon.

• 1 Hotel & Homes San Miguel de Allende (2027): With 105 keys and 40 residences, this property is poised to become a cultural and sustainable landmark in this UNESCO World Heritage colonial city.

• 1 Hotel Cabo (2027): Inspired by the natural beauty of Baja, this 133-key retreat with 55 residences offers direct access to Cabo’s only year-round swimmable beach and unobstructed views of Land’s End.

• 1 Hotel Diriyah, Riyadh (2027): Debuting in the Middle East, 1 Hotel will offer guests a uniquely sustainable experience in Diriyah, a mixed-use heritage, tourism, and lifestyle destination set in the historic heart of Saudi Arabia.

Treehouse Hotels

Treehouse Hotels has a similar nature driven vibe to 1 Hotels. With an inspiration of a child’s treehouse, the hotel (particularly the one in London) is lively and relaxing. The London branch is situated in the center of London, but it’s its own world in the midst of the hustle and bustle. Between 2024 and 2028, the brand will open these five locations around the world:

• Treehouse Sunnyvale (2024): With 254 keys, this Silicon Valley escape will fuse creativity, innovation, and adventure in a dynamic space where guests can relax, restore, and reconnect.

• Treehouse Manchester (2024): A revitalization of an existing 14-story hotel, this riverfront property will open with 224 keys.

• Treehouse Brickell, Miami (2026): This 191-key property will rise from a beautifully landscaped park, providing guests with expansive views of the Miami skyline.

• Treehouse Adelaide (2027): The 248-key hotel will combine the spirit of Australia’s lively coastal city with the brand’s whimsical ethos.

• Treehouse Diriyah, Riyadh (2028): This urban oasis will add a touch of whimsy to the evolving cultural landscape of Diriyah.

 Baccarat Hotels

Baccarat Hotels is the premium luxury brand in the SH Group. With the shimmer of the 260-year-old crystal brand Baccarat, you guests have an ultra-luxury hotel experience. Receiving 5-star service at its flagship location in New York City, which has done well since its opening in 2015, means five new locations are coming:

• Baccarat Hotel Rome (2025): Set to reimagine the grandeur of Italy’s storied capital, this 87-key property will merge the city’s rich history with Baccarat’s signature style.

• Baccarat Hotel Florence (2026): A blend of renaissance luxury and contemporary elegance, this 75-key hotel will offer guests a taste of Tuscan sophistication in an historic setting.

• Baccarat Hotel & Residences Dubai (2026): Blending Baccarat’s heritage of craftsmanship, the experience and energy of Dubai, and a meticulous attention to finer detail, this property with 144 keys and 49 residences will encapsulate authentic elegance, refined comfort, exquisite living, and inspirational design.

• Baccarat Residences Brickell, Miami (2027): Illuminating Miami’s skyline, these 360 residences will bring a sparkling elegance to the heart of the city.

• Baccarat Hotel & Residences Diriyah, Riyadh (2027): In a prominent location within Diriyah, The City of Earth, this Najdi-inspired hotel and residences will infuse Saudi Arabia’s historical capital with timeless luxury.

“Our vision is expansive and precise. We’re growing in markets where our guests seek out the experiences that we excel at providing,” says Raul Leal, CEO of SH Hotels & Resorts. As the hotel brand grows, it understands that it must always up its game for luxury travel. But with luxury comes sustainability worries, but the company is “devoted,” noting that will reduce CO2 emissions, wanting to achieve zero-waste operations. “We’ve ignited a wave of responsibility in luxury hospitality. Our growth strategy is intertwined with our commitment to the planet, and this is just the beginning. As we expand, we continue to redefine the narrative of what it means to travel consciously,” says Sternlicht.