“Barry Sternlicht’s recent strategic maneuvers underscore his continued influence in the hospitality sector. Excited to see this!” – Shruti Gurudanti, Rose Law Group partner and director of corporate transactions
By Michael J. de la Merced | New York Times
Barry Sternlicht made a fortune building Starwood Hotels and Resorts, which birthed successful brands like W Hotels, into a giant of the travel industry.
Now he wants to do it all again — under the Starwood name.
Mr. Sternlicht is resurrecting the Starwood Hotels brand starting in February, nine years after the previous company was sold to Marriott in a $13 billion deal that created the biggest hotel chain in the world. His current hotel company, SH Hotels & Resorts, will take on the Starwood name.
The move is a sign that Mr. Sternlicht, 64, wants to reassert himself as a force in hospitality 20 years after stepping down from Starwood. Since then, he has focused largely on Starwood Capital, the $115 billion private equity firm where he created Starwood Hotels.
Hotels have remained part of part of Starwood Capital’s business, with Mr. Sternlicht buying and selling them just as he has apartment buildings and other properties. But since 2015, he said, he has wanted to have another crack at making a mark on the hotel-management industry under the Starwood name.
