Rooted in Purpose: Barry Sternlicht’s Journey from His Mother’s Garden to Global Hospitality

Before Barry Sternlicht was building hotel empires and pioneering purpose-driven brands, he was the kid planting petunias in the garden with his mom. She taught him the names of every flower, sparked his love of art, and instilled the belief that giving back is just part of being a good person. Decades and billions later, Sternlicht still credits his mother for showing him how to lead with creativity, conviction, and heart.

Now 92, his mother remains a “social butterfly,” a force of energy and enthusiasm who raised three boys and somehow managed to carve out time to be both a biology teacher and a part-time stockbroker. “She grew up with four guys—my dad, my two brothers, and me—and somehow made room for everything,” Sternlicht recalled during a candid conversation with Jonathan Tisch, Chairman of Loews Hotels, at the 2025 NYU International Hospitality Investment Conference.

Jonathan Tisch, Chairman of Loews Hotels, interviews Barry Sternlicht, Chairman & CEO Starwood Capital Group

From instilling a love of design and color to dragging him along to plant every annual and perennial in their Connecticut garden, her influence shows up in everything from his aesthetic sensibility to his philanthropic mindset.

“I’d probably be the only guy in the room who can name every flower in a New England garden,” he joked, “because my mom made me plant them all.”

Fired, Then Fired Up

After graduating from Harvard Business School, Sternlicht joined JMB Realty in Chicago, quickly becoming a rising star in acquisitions. Then came the early 1990s real estate downturn. “I got laid off,” he said. “I was expensive, and the RTC crisis forced cutbacks. I went from being one of the top guys to standing in line at the unemployment office.”

That moment was humbling. And it changed everything.

“I decided right then—I was never working for anyone again.”

Backed by a former colleague, he pulled together $10 million and launched Starwood Capital Group. Today, it manages over $115 billion in global assets. That early career detour became the foundation of his entrepreneurial success.

“I’ve never forgotten that moment,” he said. “It’s why I take risks. It’s why I trust my instincts. And it’s why I value independence so much.”

Building Hospitality with Meaning

That independent streak runs through his hospitality ventures too. After launching W Hotels under Starwood, Sternlicht went on to create 1 Hotels, Treehouse Hotels, and Baccarat, each built around a distinct identity and guest experience.

1 Hotel Mayfair, London (credit: 1 Hotels)

“I didn’t want to create another generic hotel brand. I wanted to build something with a mission,” he explained.

1 Hotels, in particular, was born from the idea that sustainability and luxury could go hand in hand. “Green had been done, but not green luxury,” he said. “I believed a brand with purpose could unite our team and create deeper connections with guests. And it’s working.”

With more properties in development, Sternlicht hinted that new brands may be on the horizon. “We’ll let you know when we’re ready,” he smiled.

The Rise of Independent Brands

Sternlicht has long believed that the future of hospitality lies in authenticity, not scale. Drawing parallels from his seat on the board at Estée Lauder, he sees the same trend playing out across industries: legacy brands are being disrupted by focused, founder-led companies that connect directly with a passionate audience.

“Today, you don’t need a massive marketing budget. You need a mission and a clear identity,” he said. “It’s not about being everything to everyone. It’s about being something specific to someone.”

He believes independent brands have the edge. “The instinct is to copy everyone else. But you win by doing the opposite.”

“The real joy of success is giving back,” Sternlicht shared. “It’s not optional. It’s a responsibility.”

Giving Back, Moving Forward

His commitment to purpose isn’t limited to business. Through education reform, juvenile diabetes research, environmental causes, and Jewish advocacy, Sternlicht has built a philanthropic portfolio as varied as it is personal.

Sternlicht shared that his father was a Holocaust survivor, a reality that deeply shaped his values even though it was rarely spoken about at home. “He believed America was the greatest country in the world, but he never talked about the war—until Schindler’s List came out,” Sternlicht recalled. “After that, he began sharing his story, especially with schoolchildren, to teach tolerance and understanding.”

In the wake of the October 7 attacks in Israel, Sternlicht felt a renewed sense of urgency. He launched Facts for Peace, a digital campaign aimed at combating antisemitism and educating younger generations. What began as a personal email to a handful of contacts quickly raised more than $30 million and has generated over a billion social media views.

“The real joy of success is giving back,” he said. “It’s not optional. It’s a responsibility.”

The Heart of Hospitality

For all the scale, the strategy, and the visionary thinking, Sternlicht’s love for hospitality remains simple.

“This is a business where people matter,” he said. “It’s how people from different cultures connect. It’s how careers are built. It’s how joy is shared.”

And for Sternlicht, it all started with a garden, a box of crayons, and a mother who believed that beauty, service, and purpose all belong in the same room.