Wyndham launches a new lifestyle brand with sbe

Designed for Millennial and Gen Z travellers, this new brand called Project HQ Hotels & Residences will join Wyndham’s Registry Collection Hotels portfolio with the target of opening 50 hotels by 2030.

Project HQ Hotels & Residences is a combination of the decades of experience of lifestyle visionary Sam Nazarian with the global scale, resources and reach of Wyndham. Owned by sbe with strategic investment by entertainment icon, entrepreneur and sbe equity partner Marc Anthony and his company Magnus, Project HQ will be affiliated with Wyndham’s Registry Collection Hotels.

Intended to be a smart lifestyle brand, Project HQ is born from the concept that Project HQ Hotels will be in the heart of the cities they launch in, serving as the “headquarters” for dining, nightlife and wellness experiences. It is especially designed to fulfil younger generation’s needs.

F&B will be at the heart of this brand with rising stars in the culinary space such Michelin Chef Dani García, Chef Wes Avila, Chef Katsuya Uechi, and popular concepts like Umami Burger and Soom Soom. Wellness will also be a main focus of the brand, providing owners with sbe wellness programming, adding the med spa offering with sbe Wellness Clinics.

Project HQ will also deliver a uniquely positioned branded residential offering for underserved markets like integrated student housing, workforce housing and the like. This Project HQ product is set to build on that expertise to deliver a smart lifestyle residential program that will drive licensing revenue for owners and address a need for the most sought-after Millennial and Gen Z audience.

Hotel owners searching for a differentiated, yet approachable, lifestyle brand will immediately benefit from the scale and resources of the world’s largest hotel franchisor, gaining access to best-in-class sales, distribution and technology, along with the industry’s number one hotel loyalty program in Wyndham Rewards.

Geoff Ballotti, President & CEO of Wyndham

At sbe, we believe in the fundamental value of hotels as places where people make memories and experience wonder. When we created lifestyle luxury back in 2005 with SLS, we forged a new category. Now, almost 20 years later we look to reinvent lifestyle again with Project HQ, the first smart lifestyle hotel brand. We will channel our entrepreneurial spirit and deep industry expertise into crafting intuitive, groundbreaking solutions for both hotel owners and guests.

Sam Nazarian, Founder & CEO of sbe

Project HQ plans to open 50 hotels by 2030, delivering approximately 7,500 rooms designed uniquely for the savvy Millennial and Gen Z traveler. The brand plans to open 50% of its properties stateside with 50% of openings internationally, and a mix of 80% conversion Projects and 20% ground up new construction.

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