SBE’s newest venture, the HQ brand, is making its debut in the urban setting of Detroit and the picturesque town of Montreux, Switzerland. Both locations will see the transformation of historic landmarks into the flagship HQ hotels, offering a unique blend of luxury and accessibility.
The HQ Montreux Experience
The HQ Montreux Hotel & Spa, set to open its doors in 2025, will be a breath of fresh air for the Swiss hospitality scene. With 155 rooms, two SBE restaurants, a cocktail bar, a coffee shop, a spa, a fitness center, and versatile event spaces, the HQ Montreux promises a one-of-a-kind experience. Additionally, plans include the development of 42 residences, adding a touch of residential luxury to the property.
In Detroit, the HQ brand will take over the iconic Park Avenue House and transform it into the HQ Detroit Hotel & Spa. With 174 rooms, an SBE restaurant, and a cozy café, the HQ Detroit aims to be a welcoming retreat for travelers and locals alike. This conversion marks the brand’s first foray into the U.S. market, setting the stage for future expansion.
SBE’s Project HQ has been developed in collaboration with Wyndham Hotels & Resorts, emphasizing a “smart lifestyle” approach that caters to a diverse consumer base. The brand aims to provide an accessible luxury experience for individuals who may have felt excluded from the traditional lifestyle hotel offerings. Strategic partnerships with industry titan Marc Anthony and his company, Magnus, further solidify HQ’s commitment to engaging with key demographics such as millennials, Gen-Z, and Latin communities.
The Path Ahead
Through its participation in Wyndham’s Registry Collection and loyalty program, HQ hotels will offer guests a seamless and rewarding stay. Looking to the future, the brand has ambitious plans to establish 50 hotels by 2030, with over 15 projects currently in the pipeline. SBE’s founder and CEO, Sam Nazarian, envisions HQ as a space where individuals can come together to celebrate, create memories, and embrace the wonders of life.
SBE’s HQ brand marks a significant shift in the hospitality landscape, blending cultural influences and modern conveniences to create a truly inclusive experience. With Detroit and Montreux as its inaugural locations, the brand is poised to make a lasting impact on the global hospitality scene, inviting guests to immerse themselves in a world of communal celebration and joy.
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