Lifestyle hospitality group SBE and Wyndham Hotels & Resorts have joined forces to create a groundbreaking hotel brand that is set to redefine the concept of “smart lifestyle” accommodations. While the official name of the brand remains a mystery, the project is currently referred to as Project HQ Hotels & Residences. This innovative venture aims to cater primarily to millennials and Generation Z guests who have long been deprived of affordable options in the lifestyle hotel category.
Breaking away from the conventional hotel approach, each Project HQ property will be strategically situated in the heart of urban centers, offering an array of dining, nightlife, and wellness options. Celebrity and emerging chefs will spearhead the culinary concepts, ensuring an unmatched dining experience. Additionally, guests will have the opportunity to rejuvenate their mind and body at the exclusive SBE Wellness Clinics, providing a unique combination of luxury and well-being.
One of the key elements that sets Project HQ apart is its commitment to address the needs of underserved markets. Beyond catering to traditional hotel guests, this innovative brand will also provide integrated student housing and workforce housing. By encompassing these previously overlooked sectors, Project HQ is poised to bridge the gap between various consumer demographics.
Project HQ hotels will proudly become part of Wyndham’s prestigious Registry Collection Hotels portfolio. As a result, guests will have the opportunity to participate in the widely acclaimed Wyndham Rewards loyalty program, boasting over 105 million members worldwide. This partnership not only amplifies the brand’s global reach but also establishes Project HQ as a compelling choice for travelers seeking personalized experiences coupled with invaluable rewards.
The ambitious plan is to open 50 hotels under the Project HQ banner by the year 2030. With this aggressive expansion strategy, SBE and Wyndham Hotels & Resorts are poised to disrupt the hospitality landscape once again. The birth of Project HQ marks SBE’s triumphant return to the hotel industry following the company’s strategic decision to sell full ownership of its esteemed hotel brands and management platform, including iconic names such as Delano, Mondrian, SLS, and Hyde, to Accor in late 2020.
Renowned SBE founder and CEO, Sam Nazarian, expressed his excitement about the collaboration, stating, “When we revolutionized the concept of lifestyle luxury in 2005 with SLS, we forged a new category. Now, nearly two decades later, we are prepared to redefine the lifestyle landscape once again with Project HQ, the world’s first smart lifestyle hotel brand.” Nazarian believes that the partnership with Wyndham Hotels & Resorts will strengthen SBE’s presence among Latin American consumers, fueling the company’s ongoing growth efforts in the region.
With SBE and Wyndham Hotels & Resorts at the helm, the launch of Project HQ Hotels & Residences promises to deliver an exceptional hospitality experience that caters to the needs of the dynamic millennial and Generation Z clientele. By combining affordability, convenience, and innovative design, this new venture is set to redefine the very concept of a “smart lifestyle” hotel brand. The world eagerly awaits the unveiling of the official name and the opening of the first Project HQ property, marking the beginning of an exciting new era in the hospitality industry.
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