While uncertainty looms over the hospitality industry, Starwood Hotels is charting a course for ambitious growth under the leadership of Chief Development Officer Abhay Bakaya. Speaking at the Boutique Hotel Investment Conference hosted by the Boutique and Luxury Lodging Association, Bakaya shared Starwood’s bold plans to establish itself as a leader in lifestyle and creative hotels.
The company, which rebranded from SH Hotels & Resorts to Starwood earlier this year under the direction of founder and CEO Barry Sternlicht, is targeting a portfolio of 50 properties by 2030. With 40 hotels currently in its combined pipeline and operational portfolio, Starwood is strategically positioned to reclaim its legacy and carve out new opportunities.
Starwood’s revival is deeply tied to Sternlicht’s vision. “The rebrand reflects where we stand today — as a beacon for lifestyle and creative hotels with significant scale and platform strength,” Bakaya said.
Starwood was originally acquired by Marriott International in 2016, which added iconic brands like Westin, W Hotels, and Le Méridien to Marriott’s portfolio. Sternlicht gained approval to revive the Starwood name earlier this year, marking a transformation that aligns with the scale and infrastructure of the newly reimagined company.
Bakaya emphasized that the rebrand allows Starwood to leverage advanced technology, distribution systems, and robust infrastructure to support its curated portfolio of brands. “The brands have now evolved. We have a strong point of view and significant scale on the horizon,” he said.
Starwood’s current growth model moves away from the heavy real estate investments of its original incarnation. Today, the company follows an asset-light strategy, focusing on signing five to six deals annually in established global gateway cities and high-potential resort destinations.
While the company leans on asset-light operations, Bakaya noted that both conversions of existing properties and new-build construction remain viable paths. “We’re always evaluating whether conversions or new builds are more effective for a particular market,” he said.
Starwood’s portfolio includes three distinct brands — 1 Hotels, Baccarat, and Treehouse Hotels — each with unique growth trajectories.
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1 Hotels: Positioned as Starwood’s “core brand,” 1 Hotels has a strong U.S. presence and is now focused on international expansion. Recent openings include a property in Seattle, with another set to launch in Austin, Texas, next year.
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Baccarat: The ultra-luxury Baccarat brand takes a selective approach, prioritizing markets that align with its opulent ethos. Upcoming projects include a hotel in Rome and a high-profile residential development in Miami slated for 2027.
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Treehouse Hotels: Targeting the 4- to 4.5-star market, Treehouse Hotels launched its first property in Silicon Valley this year and has plans for Miami, the U.K., Australia, and Saudi Arabia by 2028.
Expansion efforts remain largely U.S.-driven, fueled by the spending propensity of American travelers. Bakaya highlighted Texas as a prime growth region, noting potential opportunities in Dallas and other drive-to resort markets.
The company’s strategy prioritizes quality over quantity. “We’re not chasing numbers. Each signing is a deliberate decision tied to the brand’s story and potential to add value,” Bakaya explained.
Starwood’s commitment to crafting hotels with character and allure is at the heart of its development ethos. “It’s often the softer touches — the storytelling and romance behind each hotel — that give them a unique appeal,” Bakaya said.
With a carefully curated pipeline and an unwavering focus on lifestyle and creativity, Starwood Hotels is poised to redefine its legacy, setting a bold course for the future of boutique and luxury hospitality.
