Azarbarzin to guide 1 Motels, Baccarat, Treehouse resort model enlargement: Vacation Weekly

Starwood Cash Group has named Arash Azarbarzin CEO of its SH Motels & Resorts subsidiary, which operates the 1 Hotels, Baccarat Lodges and Treehouse Inns makes.

Azarbarzin, who beforehand served as SH Motels & Resorts’ president, will be successful Starwood Cash chairman Barry Sternlicht as chief executive. Sternlicht will continue on on in his part as chairman, retaining involvement with the SH Resorts & Resorts small business.

Arash Azarbarzin

“I am grateful and honored to acquire the title, but my function hasn’t really transformed,” Azarbarzin told Vacation Weekly. “I will proceed to emphasis on a few places: current property and building certain we get better and are prepared for when the earth comes again expansion and growth and our most important mission, which is being a sustainable organization and supplying back to Mom Nature and our communities.”

Azarbarzin’s appointment comes as SH Hotels & Resorts ramps up its expansion ideas for 2021, with the company making ready to debut the 1 Resort Toronto this spring and the 1 Resort Nashville ahead of the finish of the 12 months.

1 Resorts is also on track to debut a Hawaii flagship — the 1 Hotel Hanalei Bay in Kaui — and a San Francisco outpost in 2022, adopted by the 1 Resort London Mayfair in late 2022/early 2023, which Azarbarzin reported would be the brand’s “most pricey lodge, from a level perspective,” owing to its primary area.

On top of that, programs are in the is effective for 1 Lodges in Paris and Melbourne, as properly as new Baccarat and Treehouse spots all through Europe and Asia. A loyalty method, dubbed Mission by SH, is concurrently in advancement.

In the meantime, SH Accommodations & Resorts’ full portfolio is back again up and functioning. The group’s present steady comprises five 1 Resorts in Brooklyn Manhattan Miami Seashore West Hollywood, Calif. and Sanya, China as nicely as the Baccarat Hotel New York and Treehouse Resort London. “Again in June and July, when we have been just commencing to reopen hotels, I do not think everyone predicted this would carry on into 2021,” claimed Azarbarzin. “And it is fantastic that we have the vaccine, [but distribution] is moving slower than everyone would like. We are pondering now that the restoration will start out in the third and fourth quarter, the place formerly we considered we would have restoration in the very first or second quarter of this yr.”

Though Azarbarzin noted that the business has however to see “any important movement” in New York Town, in which occupancy at its Baccarat Resort New York hovers at all-around 30%, SH Accommodations & Resorts’ toughest strike sector has been Los Angeles, which has been severely hampered by the enjoyment and film business “coming to a halt” amid the pandemic.

In Miami, nonetheless, the team has seen its 1 Hotel South Beach front, which is its premier property, accomplish notably properly, with the hotel essentially “performing much better than it did pre-Covid, minus the group business enterprise,” in accordance to Azarbarzin.

“The constraints are a lot [more lenient] in Florida, exactly where you can have indoor eating,” he explained. “Men and women from New York and L.A. and all the other restricted states are coming to Florida to have some variety of normalcy in their lives.”