SH Group
SH Group, operating as Starwood Hotels, is a privately held luxury hospitality operator running the 1 Hotels, Baccarat, Treehouse, and SH Collection brands across 30+ global properties, serving affluent travelers, wellness guests, event planners, and residential buyers with sustainability-led luxury.
- Company typePrivate
- Founded2012
- HeadquartersLos Angeles, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What SH Group does
SH Group, operating commercially as Starwood Hotels, is a privately held luxury hospitality company affiliated with global private investment firm Starwood Capital Group. It owns and operates four distinct hotel brands — 1 Hotels (nature-inspired, sustainability-led luxury), Baccarat Hotels (ultra-luxury hospitality tied to the French crystal heritage), Treehouse Hotels (playful, whimsical lifestyle), and SH Collection (curated boutique properties) — across more than 30 properties in 13 countries spanning North America, Europe, Asia Pacific, the Middle East, and Latin America. The platform extends beyond hotels into branded residences, restaurants and nightlife, wellness (Bamford Wellness Spa), and meetings & events (Certified Sustainable Gatherings), with a 2026 pipeline that adds Tokyo, Paris, Silicon Valley, Manchester, Adelaide, and multiple Baccarat flags.
The core operating premise is integrating sustainability infrastructure (carbon footprint management, water stewardship, low-flow systems, composting, reusable amenities, and a three-story living green façade at 1 Hotel Central Park) into the luxury guest experience as a differentiating value driver rather than a marketing overlay. Revenue is generated across five streams: (1) room revenue from transient and group bookings, (2) food & beverage across signature restaurants, bars, nightlife, room service, and grab-and-go, (3) residential sales and rentals from branded homes at South Beach, Elounda Hills, Melbourne, Hudson Valley, Baccarat New York, Brickell, San Miguel de Allende, and Cabo, (4) wellness and spa services, and (5) meetings, weddings, and corporate events.
Distribution is direct-to-consumer through four brand-specific websites (1hotels.com, baccarathotels.com, treehousehotels.com, starwoodhotels.com), an in-house mobile app, on-property bookings, and supplemental travel-agent/OTA channels. Customer segmentation is hybrid by design: affluent individual luxury travelers, wellness-focused consumers, business and event planners, residential buyers, and eco-conscious travelers. Pricing is unstated publicly and varies by property, room type, and seasonality. The company holds third-party validation including Fast Company's 2026 World Changing Ideas (Mission Membership™), Condé Nast Traveler Triple Crown Awards, Forbes Travel Guide Buzziest Opening (1 Hotel Tokyo), and 2026 Global Top 100 Most Loved Workplaces® certification.
SH Group firmographics
Firmographics- Name
- SH Group
- Legal name
- SH Group
- Website
- https://shgroup.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- SH Group, operating as Starwood Hotels, is a privately held luxury hospitality operator running the 1 Hotels, Baccarat, Treehouse, and SH Collection brands across 30+ global properties, serving affluent travelers, wellness guests, event planners, and residential buyers with sustainability-led luxury.
- Ownership category
- akta.pro rank
SH Group industry classification
Industry- Product category
- Luxury Hospitality Services
- NAICS
- Hotels (except Casino Hotels) and Motels (72111)
- SIC
- Hotels & Motels (7011)
- akta.pro primary industry
- Hospitality (Hotel) Property Management (BPAJAGAG)
- akta.pro secondary industries
- Resort & Branded Residence Vacation Rental Management (BPAJAIAE), Corporate Wellness Retreats & Executive Health Programs (THAGAMAJ), Full-Service Vacation Rental Property Management (BPAJAIAA)
Keywords
Where SH Group is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices31 records
Markets served
SH Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Hotel Room Revenue: Primary revenue from guest room bookings across all hotel properties including 1 Hotels, Baccarat Hotels, and Treehouse Hotels. Pricing varies by property, location, season, and room type.
- Food & Beverage: Restaurants, bars, nightlife venues, and room service across hotel properties. Includes signature restaurants, lobby bars, rooftop bars, juice bars, and grab-and-go options.
- Residential Sales & Rentals: Branded residences and homes at various properties including 1 Hotel & Homes South Beach (155 homes), 1 Hotel & Homes Elounda Hills (178 homes), 1 Hotel & Homes Melbourne (114 homes), Baccarat Hotel & Residences New York (60 residences), and others
- Wellness Services: Spa treatments, personal training, group workouts, and rejuvenating in-room services through Bamford Wellness Spa and other wellness facilities
- Meetings & Events: Venues for corporate events, weddings, and celebrations including Certified Sustainable Gatherings program
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Variable pricing based on property, room type, and season |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
SH Group product offering
Product offeringCore offering
SH Group (operating as Starwood Hotels) is a private luxury hospitality company that owns, manages, and operates a portfolio of four hotel brands — 1 Hotels, Baccarat Hotels, Treehouse Hotels, and SH Collection — across 30+ properties worldwide. The company delivers hotel and resort stays, branded residential properties, restaurants and nightlife, wellness and spa services, and meetings and events venues, integrating sustainability practices such as carbon footprint management, water stewardship, and waste reduction into luxury hospitality operations.
Product overview
SH Group operates a multi-brand luxury hospitality portfolio consisting of four distinct hotel sub-brands: 1 Hotels (sustainable, nature-inspired luxury), Baccarat Hotels (French luxury with crystal-inspired design), Treehouse Hotels (playful, whimsical hospitality), and SH Collection (curated distinctive properties). The company provides hospitality experiences including hotels and resorts, residential properties, restaurants and nightlife, wellness and spa services, and meetings and events venues across global destinations.
Differentiator
Problem solved
Functional benefit
Brands
- 1 Hotels: Luxury sustainable hotel brand inspired by nature, offering eco-friendly hospitality experiences across multiple global locations.
- Baccarat Hotels
- Treehouse Hotels
- SH Collection
Products and services
- 1 Hotels Luxury sustainable hotel brand focused on nature-inspired design and eco-friendly hospitality experiences across multiple global locations, offering guest rooms, residences, restaurants, and wellness facilities.
- Baccarat Hotels French luxury hotel brand offering refined hospitality with crystal-inspired interiors and Parisian-inspired elegance in prime urban and resort locations, including hotels and branded residences.
- Treehouse Hotels Playful, whimsical hotel brand blending nostalgic charm with modern hospitality, featuring rooftop spaces, vibrant social atmospheres, and nature-inspired design across urban and resort destinations.
- SH Collection Curated collection of boutique hotels under the Starwood Hotels umbrella offering distinctive hospitality experiences as part of the broader SH Group portfolio.
- Branded Residences Branded residences and homes at 1 Hotel & Homes and Baccarat Hotel & Residences properties, marketed as elegant extensions of the hotel brand offering hotel-style amenities and services to owners. Includes inventory at South Beach (155 homes), Elounda Hills (178 homes), Melbourne (114 homes), San Miguel de Allende (48 residences), Baccarat Residences Brickell (360 residences), and Baccarat New York (60 residences).
- Wellness Services (Bamford Wellness Spa) Spa treatments, personal training, group workouts, and rejuvenating in-room services delivered through Bamford Wellness Spa and other wellness facilities at 1 Hotels and select properties, for hotel guests and external wellness consumers.
- Restaurants & Nightlife Restaurants, bars, nightlife venues, and room service across hotel properties, including signature restaurants, lobby bars, rooftop bars, juice bars, and grab-and-go options for hotel guests and external diners.
- Meetings & Events Venues and event services for corporate meetings, conferences, weddings, and celebrations across SH Group properties, including the Certified Sustainable Gatherings program that certifies events against sustainability criteria.
Quantifiable outcome
- 1 Hotels Mission Membership™ named one of Fast Company's 2026 World Changing Ideas
- +2 more outcomes
Companies that use SH Group
Customer profileSegments5 records
Ideal customer profiles4 records
SH Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SH Group partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
SH Group competitors and assessment
Company assessmentBroad incumbents
- Park Hyatt (Hyatt Hotels Corporation): Hyatt's luxury flagship brand with a portfolio of residential-integrated properties; competes with Baccarat and SH Collection on luxury positioning and branded residences.
- Ritz-Carlton (Marriott International): Marriott's flagship luxury brand with global scale; competes broadly with Baccarat and 1 Hotels but benefits from Marriott Bonvoy distribution and significantly larger portfolio.
- St. Regis (Marriott International): Marriott's ultra-luxury brand competing with Baccarat Hotels on refined luxury and bespoke service in gateway cities; benefits from Marriott's loyalty ecosystem and broader reach.
Direct peers
- Aman Resorts: Ultra-luxury hotel operator known for nature-immersed properties and minimalist design, the closest comparable to SH Group's 1 Hotels brand on sustainability and luxury positioning.
- Six Senses Hotels Resorts Spas: Luxury hospitality group owned by IHG with a wellness- and sustainability-led brand positioning; directly comparable to 1 Hotels' eco-conscious luxury model and Bamford Wellness Spa offering.
- Rosewood Hotels & Resorts: Ultra-luxury hotel operator with a portfolio of residential-integrated properties; directly comparable to Baccarat Hotels on refined luxury positioning and branded residences model.
- Four Seasons Hotels and Resorts: Iconic luxury hotel operator with a global portfolio of hotels and branded residences; directly comparable to SH Group on luxury segment leadership and integrated residential strategy.
- Mandarin Oriental Hotel Group: Global luxury hotel operator with prime urban and resort locations; comparable to Baccarat Hotels on ultra-luxury positioning and multi-continent portfolio strategy.
Emerging players
- Edition Hotels (Marriott International): Lifestyle luxury hotel brand by Marriott and Ian Schrager; comparable to Treehouse Hotels on playful, design-forward positioning and social atmosphere in urban markets.
- Ace Hotel Group: Independent lifestyle hotel brand known for whimsical, design-led properties with vibrant social spaces; comparable to Treehouse Hotels' playful and nostalgic hospitality concept.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
SH Group social profiles
Digital presenceSH Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
SH Group leadership team
Management profileNumber of profiles
SH Group subsidiaries and ownership
Company hierarchySubsidiaries4 records
SH Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SH Group M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SH Group
What does SH Group do?
SH Group (operating as Starwood Hotels) is a private luxury hospitality company that owns, manages, and operates a portfolio of four hotel brands — 1 Hotels, Baccarat Hotels, Treehouse Hotels, and SH Collection — across 30+ properties worldwide. The company delivers hotel and resort stays, branded residential properties, restaurants and nightlife, wellness and spa services, and meetings and events venues, integrating sustainability practices such as carbon footprint management, water stewardship, and waste reduction into luxury hospitality operations.
Is SH Group a public or private company?
SH Group is a private company. It is classified as private equity controlled and is currently operating.
When was SH Group founded?
SH Group was founded in 2012. It employs 5,001 to 10,000 people.
Where is SH Group based?
SH Group is headquartered in Los Angeles, United States, in the North America region.
How does SH Group make money?
Five revenue lines are on record. Hotel Room Revenue is the primary driver. The others are food & Beverage, residential Sales & Rentals, wellness Services and meetings & Events.
Who are SH Group's main competitors?
Broad incumbents on record are Park Hyatt (Hyatt Hotels Corporation), Ritz-Carlton (Marriott International) and St. Regis (Marriott International). Direct peers are Aman Resorts, Six Senses Hotels Resorts Spas, Rosewood Hotels & Resorts, Four Seasons Hotels and Resorts and Mandarin Oriental Hotel Group. Emerging players are Edition Hotels (Marriott International) and Ace Hotel Group.
Does SH Group have an API?
No public API is recorded for SH Group.
What industry is SH Group in?
SH Group's product category is Luxury Hospitality Services. Its primary akta.pro industry code is BPAJAGAG, Hospitality (Hotel) Property Management, with a secondary code of BPAJAIAE, Resort & Branded Residence Vacation Rental Management. Its NAICS code is 72111 and its SIC code is 7011.