Titled Project HQ, the hotel brand is aimed at Millennial, Gen Z, and Latin travellers. The properties will aim to capture these audiences through cultural and smart lifestyle elements.
An unlikely pairing
The venture is spearheaded by SBE’s CEO Sam Nazarian and will be developed through a strategic alliance with hotel juggernaut Wyndham Hotels & Resorts.
There is also investment from American singer and entrepreneur Marc Anthony and his company Magnus, which SBE believes will help push the brand to further connect with these audiences.
Project HQ plans to open 50 hotels by 2030, delivering approx. 7,500 rooms. 50% of the upcoming openings will be international, 50% in the United States. These will be a mix of 80% conversion projects with 20% ground-up new construction.
Two unique properties
The first properties will be in Montreux, Switzerland and Detroit, Michigan.
The Montreux property is set to open in 2025 and will be named The HQ Monteux Hotel & Spa. The project will see two historical villas currently operating as a hotel renovated and converted into a Project HQ hotel.
HQ Monteux Hotel & Spa will be a 155-room hotel with 42 residences. There will be two restaurants, a cocktail bar and a coffee shop on site.
Montreux itself is a town on the shores of Lake Geneva, perhaps best known for hosting the annual Montreux Jazz Festival. The town will also be better connected to neighbouring Interlaken in the coming years, following a government investment into the town.
Project HQ’s first American venture will be located in Detroit, Michigan. It’s a pre-existing hotel property with 174 rooms that will be extensively renovated to fit HQ’s branding. The hotel will also contain food and beverage options from parent company SBE.
Detroit’s remarkable transformation to an exciting destination for tourists across the US makes it a key market for Project HQ. The city’s vibrant cultural scene is highlighted by events like the Detroit Jazz Festival and the Movement Electronic Music Festival. Major events such as the North American International Auto Show and the Detroit Free Press Marathon draw global attention. The city’s sports arenas and entertainment districts, home to teams like the Lions, Tigers, Red Wings, and Pistons, provide ample entertainment for incoming visitors.
SBE returns to hotels
SBE is a privately held, leading lifestyle hospitality company that develops, manages and operates hotels, restaurants, lounges and nightclubs.
The company took a hit during the pandemic, having to sell off a 50% stake in its hotel brands to Accor to pay off debt.
“In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers – the tidal wave of consumers coming into the marketplace from the Millennial, Gen Z and Latino audience is staggering,” SBE CEO Sam Nazarian said.
“They’re eager to partake in communal celebrations, create new memories, and relish moments of wonder – and we are creating the spaces to do just that. Having established our first locations in Montreux and Detroit, we’re steadfast in our commitment to meeting the evolving desires of upcoming generations.
“This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead, alongside Geoff Ballotti and his tremendous Wyndham team. With our sights set on the future, we aim to build tremendous momentum as we continue to innovate and inspire.”
Geoff Ballotti, Wyndham’s CEO, added that the company had seen “tremendous interest” from owners looking to enter the smart lifestyle category.
“These initial projects in Montreux and Detroit set the stage for a brand that will benefit from sbe’s legendary lifestyle experience and Wyndham’s unmatched scale and resources, creating a turn-key solution unlike anything in the market today,” Mr Ballotti added.
