April 22, 2024

Sustainable hotel brand to debut in London

Starwood Capital Group has revealed a new hotel brand, Treehouse Hotels, that will make its debut in London later this year.

The brand is the creation of Barry Stenlicht – Chairman and CEO of Starwood Capital Group – who was the original founder of W Hotels and is also known for his nature-inspired 1 Hotel (pictured above) and Baccarat hotel brands.

Treehouse Hotels is described as “the little brother of the 1” and “less serious, more torn jeans and t-shirts and infinitely accessible”.

All Treehouse properties will embrace sustainable protocols and the group is targeting business and leisure travellers alike.

Its first hotel will open in London later this year with additional locations to follow in the United States and beyond.

Treehouse London is located across the street from BBC headquarters on Regent Street and will comprise 95 guestrooms, penthouse restaurant and rooftop bar.

“It’s really exciting to showcase our first property in one of the great travel markets in the world,” says Sternlicht.

“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.”