W Hotels founder Sternlicht unveils Treehouse Hotels brand

US: Barry Sternlicht, original founder of W Hotels, and chairman and CEO of Starwood Capital Group, has announced his latest nature-inspired brand venture, Treehouse Hotels.

The founder describes the brand as “the little brother of the 1”, which will be “less serious and more fun and witty”. As such, Sternlicht wants to appeal to younger guests and encourage a sustainable way of living in an eco-friendly hospitality environment.

A subsidiary of Starwood Capital Group will manage the hotels for the new brand on behalf of Starwood Capital Group.

Sternlicht has already received accolades previously for his nature-inspired 1 Hotel and Baccarat hotel brands, which were recognised in Conde Nast Traveller’s 2018 Readers’ Choice Awards. Meanwhile, hotels such as 1 Hotel South Beach, 1 Hotel Brooklyn Bridge, 1 Hotel Central Park and Baccarat New York have all achieved a top ten rating in hotels based in Miami and New York City

Through this latest venture, Sternlicht wants guests to recapture their sense of freedom as if they are climbing into the same treehouses as when they were young. He aims to create a community based around about friendship, shared secrets and intimate spaces to create a magical experience for the guests who stay there.

Like all hotels in Sternlicht’s portfolio, Treehouse will embrace sustainable protocols.

The 1 Hotel brand made pioneering changes four years ago by adding moss and greenery features in guest rooms, desks and beds made of repurposed wood, and shower timers were installed to encourage guests to be mindful of water use.

“It’s all about getting back in touch with ourselves, with each other and remembering all the simple things that used to make us smile, giggle and embrace,” said Sternlicht.

Directly opposite the BBC headquarters, Treehouse London will be the first of the brand’s portfolio to open in late 2019, with additional locations in the U.S. and beyond expected to arrive following that.

Sternlicht said: “It’s really exciting to showcase our first property in one of the great travel markets in the world, London. I believe this Treehouse, with its truly sensational rooftop lounge and bar, will fill a void in the London marketplace which is missing a hotel that revels in the fun of it all and doesn’t take itself too seriously.”

Treehouse London will feature 95 guest rooms, including 15 suites, a penthouse restaurant, and a rooftop bar boasting 360-degree skyline views. The restaurant and bar will be operated by Los Angeles-based hospitality group, The Madera Group, which also owns and operates venues in Southern California and Arizona, such as Tocaya Organica and Toca Madera.

Aneil Handa, director at Newcastle-based Cairn Group, whose hotel portfolio includes properties under brands owned by Hilton, Marriott International, Intercontinental Hotels Group and Accor, said: “Partnering with industry pioneer Barry Sternlicht is an honour for us and aligns exceptionally well with our mindset of innovation and striving to raise the experience of our guests to new heights.

“Our landmark location on Regent Street will provide the perfect stage to spearhead a new type of hotel experience and we look forward to delivering the global showcase of the first Treehouse hotel in the world with our new partners Starwood Capital Group and SH Hotels & Resorts,” he added.

Treehouse London will be open to all guests ranging from business and weekend travellers to local residents who want to experience a different hotel setting. Located at 14-15 Langham Place in Marylebone, Treehouse London is expected to open in late 2019.

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