Revolutionizing Hospitality: sbe and Wyndham Unveil Project HQ Hotels & Residences

By Ivan PetrenkoJan 30, 2024 10:02 AMNews
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Handshakes on the background of a world map
Handshakes on the background of a world map. Source: pixabay

In an exciting development for the hospitality industry, sbe, the international lifestyle hospitality group, and Wyndham Hotels & Resorts, the world's largest hotel franchisor, have announced the launch of Project HQ Hotels & Residences. This groundbreaking smart lifestyle brand is designed to reinvent the concept of legacy hotels by transforming them into vibrant hubs of dining, nightlife, and wellness.

Project HQ, targeting an ambitious goal of 50 hotels by 2030, is not just another hospitality venture. It's a strategic alliance that brings together sbe's decades of lifestyle expertise with Wyndham's global reach and resources. Catering primarily to the discerning Millennial and Gen Z travelers, this brand aims to offer an unparalleled experience in travel and accommodation.

This new venture is backed by the influential support of entertainment mogul Marc Anthony, marking a significant investment in the future of hospitality. The brand will be part of Wyndham's Registry Collection Hotels, known for catering to luxury and smart lifestyle segments. It represents sbe's first major hotel brand initiative since the sale of its hospitality brand and management platform in 2020, which included over 100 hotels and more than 150 restaurants and lounges.

Sam Nazarian, Founder & CEO of sbe, emphasizes the brand's commitment to creating memorable experiences, stating that Project HQ is set to reinvent lifestyle hospitality with its innovative solutions. Geoff Ballotti, President & CEO of Wyndham, highlights the synergy of combining sbe's lifestyle experience with Wyndham's extensive resources to fuel this venture.

Project HQ is not just about providing accommodation; it's about crafting a community. With offerings like sbe wellness programming and partnerships with celebrity chefs, it aims to create spaces that resonate with the modern traveler's desire for unique and meaningful experiences. The brand's approach includes transforming underutilized hotel spaces and delivering a comprehensive package for legacy hotel owners to revitalize their properties.

Additionally, Project HQ's branded residential offering aims to address underserved markets with integrated solutions like student housing and workforce housing. It builds on sbe's success in the branded residential business, promising to cater to the preferences of Millennials and Gen Z audiences.

Wyndham's contribution to this partnership extends beyond branding. With significant investments in technology and a focus on owner success, Wyndham brings its expertise in property and revenue management, alongside its acclaimed Wyndham Rewards loyalty program.

Project HQ's ambitious plan for expansion includes a balanced approach with half of its properties in the United States and the rest internationally. It seeks to combine conversion projects with new constructions, leveraging the extensive experience and reach of Wyndham's development organization.

In conclusion, Project HQ Hotels & Residences represents a significant step forward in the evolution of the hospitality industry. It not only aims to offer exceptional travel experiences but also intends to redefine the concept of smart lifestyle hospitality for future generations.

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