Contributing Monkie Jennifer Buonantony
The Starwood Capital Group plans to put a new star in Hollywood, with its conviction to begin construction on its green luxury hotel chain called “1”. Starwood aims to have fifteen locations in the next twenty-four months including Los Angeles.
Call it another example of going green in Hollywood.
The goal is to combine architecture that is environmentally sustainable with great interior design, service, and luxury. The Starwood Group, which owns high end hotels such as the W Hotels, Le Meridien, and Westin, hopes “1” will set a new standard for green hotels and eventually push the entire hotel industry to transform. Each “1” location plans to donate one percent of hotel revenue to local environmental groups, hence the simplicity of the name.