SH Group

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.

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

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

• Luxury hospitality services
• Hotel brand management
• Branded residences
• Sustainable luxury hotels
• Wellness spa services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices31 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. 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.
2. 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.
3. 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
4. Wellness Services: Spa treatments, personal training, group workouts, and rejuvenating in-room services through Bamford Wellness Spa and other wellness facilities
5. Meetings & Events: Venues for corporate events, weddings, and celebrations including Certified Sustainable Gatherings program

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad 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

• Xx.com/1hotels
• Facebookfacebook.com/1hotels
• Instagraminstagram.com/1hotels
• LinkedInlinkedin.com/company/shhotelsandresorts

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SH Group