Lifestyle hospitality group SBE has partnered with Wyndham Hotels & Resorts to launch a new hotel brand, which the companies are promoting as a “smart lifestyle” concept.
The brand name has not yet been revealed. The project is being developed under the working title “Project HQ Hotels & Residences.”
According to SBE and Wyndham, Project HQ will primarily cater to “savvy Millennial and Gen Z guests” and create a more “approachable experience” for consumers whose price range has traditionally been outside the lifestyle hotel category. It is said that it will provide.
The project headquarters facilities are located in the city center and feature restaurants, nightlife and wellness facilities. These include culinary concepts led by celebrity and up-and-coming chefs, as well as medical spa services known as SBE Wellness Clinics.
The concept also includes branded homes, which SBE and Wyndham said will address “underserved markets such as integrated student housing and workforce housing.”
Project HQ Hotel will become part of Wyndham's Registry Collection Hotel portfolio. The new brand will join Wyndham Rewards, a loyalty program that Wyndham estimates has approximately 105 million members worldwide.
SBE and Wyndham said they plan to open 50 hotels by 2030.
The project headquarters marks SBE's return to the hotel sector following SBE's move to sell full ownership of its hotel brands and management platform, including the Delano, Mondrian, SLS and Hyde flags, to Accor at the end of 2020. It is.
“When we created lifestyle luxury with SLS in 2005, we created a new category,” SBE Founder and CEO Sam Nazarian said in a statement. “Now, almost 20 years later, we are reinventing lifestyle again with Project HQ, the first smart lifestyle hotel brand.”
SBE founder and CEO Sam Nazarian (left) and new partner Mark Anthony. Photo courtesy of SBE
The Project HQ brand joins culinary and nightlife division Disruptive Restaurant Group and digital food company C3 in SBE's portfolio of companies.
At the same time, SBE named Grammy Award-winning entertainer Marc Antony and his entertainment company Magnus as equity partners. Nazarian said the partnership will help strengthen the company's efforts to increase its presence among Latin American consumers.
