After a significant break from the hotel industry, lifestyle hospitality innovator SBE is re-entering the market with a fresh approach. Teaming up with Grammy-winning entertainer Marc Anthony and Wyndham Hotels & Resorts, SBE is launching a new hotel concept under the working title of Project HQ Hotels & Residences. This joint venture aims to redefine the hotel experience with a “smart lifestyle” concept, targeting the ever-growing millennial and Gen Z demographic, among other identified consumer subsets.
Project HQ Hotels & Residences sets itself apart by offering travelers an accessible four-star lifestyle product. In addition to attractive city-center locations and a more affordable price point, each property will provide a mix of culinary, nightlife, and wellness components. The goal is to deliver an immersive experience that appeals to modern travelers who are seeking more than just traditional hospitality.
One of the key advantages of Project HQ’s design is its conversion-friendly nature and scalability. Owners and developers are given the flexibility to adapt the concept to their existing properties and expand it to new locations easily. This enables them to leverage SBE’s extensive portfolio of premium food and beverage brands and tap into the company’s relationships with celebrity chefs and influencers.
A notable aspect of Project HQ is its approach to food and beverage offerings. SBE aims to democratize the culinary experience by aligning the food and beverage offerings with the average daily rate (ADR) of each property. This means that owners can choose from a range of dining options, including new additions like Krispy Rice and Casa Dani by Dani Garcia, to cater to diverse guest preferences. This strategy not only reduces build-out costs but also ensures a more inclusive dining experience for all guests.
The Project HQ pipeline demonstrates SBE’s ambitious plans for global expansion. With four to five properties planned for Europe and the Middle East, two to three in the Caribbean, and five in the United States, the brand is poised for substantial growth. Several of these projects, especially in the Middle East and the Caribbean, will incorporate a residential component, appealing to guests seeking a longer-term stay experience.
In its quest for rapid expansion, SBE is capitalizing on strategic partnerships. Wyndham Hotels & Resorts is a significant joint partner, offering the brand access to its Registry Collection Hotels portfolio and the vast Wyndham Rewards loyalty program. This partnership will accelerate Project HQ’s reach and visibility in the market. Additionally, SBE’s collaboration with Marc Anthony brings even greater potential by leveraging the entertainer’s extensive connectivity and understanding of the Latin American consumer.
Marc Anthony’s involvement in Project HQ Hotels & Residences is expected to play a vital role in attracting a diverse Latin American audience. With his deep connections to local communities and entrepreneurial instincts, Anthony’s influence extends beyond traditional borders. The partnership aims to create an authentic travel experience that resonates with Latin American travelers, moving away from superficial tactics like Taco Tuesdays and focusing on genuine cultural connections that drive loyalty.
Marc Anthony describes his venture into the hotel space as “fascinating” and emphasizes his commitment to being more than just a figurehead. Acknowledging the complexity and artistry of the industry, Anthony is actively engaged in learning and shaping the development of Project HQ. His collaboration with SBE showcases his enthusiasm for creating meaningful experiences that go beyond expectations.
The relaunch of SBE into the hotel industry through Project HQ Hotels & Residences marks an exciting period for the company. With a vision geared towards modern travelers, partnership with industry leaders, and a commitment to delivering unique and inclusive experiences, SBE is poised to make a significant impact on the hospitality landscape.
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