Starwood Cash Team has named Arash Azarbarzin CEO of its SH Hotels & Resorts subsidiary, which operates the 1 Accommodations, Baccarat Inns and Treehouse Resorts brand names.
Azarbarzin, who formerly served as SH Motels & Resorts’ president, will be successful Starwood Capital chairman Barry Sternlicht as chief executive. Sternlicht will carry on on in his position as chairman, retaining involvement with the SH Inns & Resorts small business.
“I am grateful and honored to receive the title, but my purpose hasn’t actually improved,” Azarbarzin explained to Vacation Weekly. “I will continue on to aim on three spots: present belongings and making positive we recuperate and are completely ready for when the planet arrives back enlargement and expansion and our primary mission, which is remaining a sustainable corporation and providing again to Mom Mother nature and our communities.”
Azarbarzin’s appointment will come as SH Accommodations & Resorts ramps up its expansion ideas for 2021, with the firm preparing to debut the 1 Lodge Toronto this spring and the 1 Resort Nashville before the finish of the 12 months.
1 Hotels is also on observe to debut a Hawaii flagship — the 1 Resort Hanalei Bay in Kauai — and a San Francisco outpost in 2022, adopted by the 1 Lodge London Mayfair in late 2022/early 2023, which Azarbarzin explained would be the brand’s “most high priced hotel, from a rate perspective,” because of to its primary area.
Moreover, programs are in the functions for 1 Resorts in Paris and Melbourne, as properly as new Baccarat and Treehouse locations during Europe and Asia. A loyalty plan, dubbed Mission by SH, is concurrently in progress.
Meanwhile, SH Motels & Resorts’ complete portfolio is back again up and operating. The group’s current stable comprises five 1 Accommodations in Brooklyn Manhattan Miami Seashore West Hollywood, Calif. and Sanya, China as perfectly as the Baccarat Hotel New York and Treehouse Resort London. “Again in June and July, when we have been just starting to reopen lodges, I you should not believe any person predicted this would proceed into 2021,” stated Azarbarzin. “And it truly is fantastic that we have the vaccine, [but distribution] is going slower than every person wishes. We’re wondering now that the recovery will begin in the third and fourth quarter, the place beforehand we considered we would have restoration in the very first or 2nd quarter of this calendar year.”
Though Azarbarzin reported that the organization has still to see “any big movement” in New York City, in which occupancy at its Baccarat Resort New York hovers at all over 30%, SH Resorts & Resorts’ hardest strike sector has been Los Angeles, which has been severely hampered by the leisure and film marketplace “coming to a halt” amid the pandemic.
In Miami, having said that, the team has viewed its 1 Lodge South Seashore, which is its greatest property, execute notably nicely, with the hotel in fact “undertaking superior than it did pre-Covid, minus the group enterprise,” in accordance to Azarbarzin.
“The limitations are a lot [more lenient] in Florida, where you can have indoor dining,” he explained. “Individuals from New York and L.A. and all the other limited states are coming to Florida to have some sort of normalcy in their lives.”