Market Square Adelaide will be home to the first Treehouse Hotel in Australia

Starwood Hotels and Resorts Founder Barry Sternlicht is set to revive the iconic brand name more than three decades on from its launch, The New York Times has reported.

In an exclusive interview, Sternlichttold The New York Times, his current hotel company, SH Hotels and Resorts, will take on the Starwood name from February 2025.

Nine years ago,Starwood Hotels and Resorts was sold to Marriott in a US$13 billion deal, establishing Marriott International as the largest hotel chain in the world, before the brand name was retired. Sternlicht took back the brand last year.

The new Starwood will start out with 14 hotels across the Baccarat, 1 Hotels and Treehouse brands.

Australia is set to welcome two of these brands in the coming years, with 1 Hotel and Homes Melbourne slated to open in 2025, and a 248-key Treehouse Hotels set to launch in Adelaide in 2027.

When Starwood was acquired by Marriott, it had 1,300 properties and 11 brands including W Hotels.

Sternlicht has ambitious plans with 22 hotels currently in development, according to the report.