So the proof is in the pudding: Starwood Capital’s 1Hotels.com has received a bit of a face lift lately – solidifying the expectations that something will come of the brand in the near future – unlike the unknown fate of their Baccarat & Crillion brands.

The 1Hotels.com face lift isn’t much really, just removing the links for the original 1Hotel properties (Washington DC, New York, Seattle, Scottsdale) and replacing it with some beautiful images having to do with eco-consciousness and nature. Similar to the old site, there still is an area for “One” which seems to be a Concierge service similar to W Hotel’s Whatever/Whenever service that will be your One source for anything essentially.

Currently the only 1 Hotel location that’s known to be under development is the location in Washington DC. The website for the developer lists it as opening in late 2010, and says it will be the flagship property for the brand.

The new 1Hotels.com also shows the rendering of an unknown property at this time – ironically its also the same rendering which appeared in the background when Bloomberg TV interviewed Barry Sternlicht in May. Interview: Part 1 Part 2 (See picture below)

This is exciting to me because it demonstrates that Starwood Capital and Barry Sternlicht has not forgotten about the 1Hotel brand and even though they have slowed down development due to the economy and financing – they are still planning on making an impact in the lodging industry yet again as they did originally with the W.

The future is bright, I cant wait to see it.

andrew@alconic-inc.com