Barry Sternlicht has Launched a New Hotel Brand, Treehouse

Main Photo: The current roof-top restaurant at the St Georges

Date: June 2019

Location: Great Portland Street, London, UK

Name: St Georges Hotel….to re-brand as The Treehouse London

No. of Keys: 95

Current Owner: Cairns Hotels

New Operator: Treehouse, the brand’s first hotel will launch in London with a re-brand of Cairn Group’s St Georges Hotel, which was originally a TrustHouse Forte hotel.

The 95 room hotel will be managed by a Starwood Capital subsidiary, with a rooftop bar operated by The Madera Group. Treehouse will roll out to further international locations in due course.

The founder of hip luxury chain W Hotels, and chairman and CEO of Starwood Capital Group, Barry Sternlicht, unveiled his latest venture in the British capital this week, with the opening of London branch of Treehouse Hotels.

Described by Sternlich as being “the little brother of the 1 (Brooklyn).” Treehouse is less serious, more torn jeans and t-shirts and infinitely accessible. Sunny, homey, witty and fun.

The London property will be the first of the brand’s inventory to open, with additional locations in the US, and further afield, launching in the coming months.

“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” said Sternlicht.

The restaurant and bar will be operated by The Madera Group, an L.A. based international hospitality group that owns and operates venues in Southern California and Arizona, including Tocaya Organica and Toca Madera.

“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,” said Aneil Handa, director of, owners, the Cairn Group .

THPT Comment: Great move for both parties, especially Cairn…who have grown very successfully over the past 20 years

First Seen: Travel Daily Media

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