I saw an article in the New York Times that Barry Sternlicht Is Reviving the Starwood Hotel Brand through SH Hotels & Resorts (soon to be renamed Starwood Hotels). For those unaware, original Starwood or SPG offered one of the best loyalty programs in the hospitality industry. It was sold to Marriott in 2016 for $13 billion. Marriott later retired the Starwood and SPG names and devalued the loyalty program. I am surprised that Marriott allowed them to use the Starwood name but I am sure there were some conversations about that. Also, they probably reached some form of accommodation.
SH Hotels and Resorts currently has three brands (1 Hotels, Baccarat Hotels and Treehouse Hotel) with 14 hotels in 5 countries. They have quite a ways to go to reach either the Starwood or Marriott status of hotels. Their current stable of hotels tends toward the higher end.
They have set up a new loyalty brand named Mission with a bunch of customizations. I am most hopeful that they will be creating a member focused loyalty program. The hospitality industry really needs it.