Project HQ Hotels & Residences, the newly announced smart lifestyle brand led by sbe’s Founder and CEO Sam Nazarian through an alliance with Wyndham Hotels & Resorts, has unveiled a series of deals and collaborations. The brand’s first set of hotels will be located in Montreux, Switzerland and Detroit.
The new brand aims to create “desirable destinations” which cater to the needs of new-age, savvy travelers. Project HQ is sbe’s first hotel brand after it sold its hospitality brand and management platform in 2020 to Accor. In a statement, Project HQ said it was concepted to be a more “approachable experience” for the consumer which has been “priced out of the lifestyle hotel market.” The name was derived from the concept that the brand’s properties will be in the heart of the locations they launch, serving as the “headquarters” for dining, nightlife and wellness.
Entertainer and entrepreneur Marc Anthony and his company, Marcus, have made strategic investment in Project HQ, which will help the brand to connect with Millennials and Gen Zs and Latin communities.
Currently, the brand has more than 15 more hotels under discussion with applications in both adaptive reuse and conversion developments. LionGrove has committed to building 10 hotels in the Caribbean and along the Sun Belt of the U.S. sbe has announced a $55 million key money and silver equity fund for the brand’s hotels, which will drive the brand’s growth and expansion.
The new brand will join Wyndham’s Registry Collection Hotels brand and participate in Wyndham Rewards. This is Wyndham’s highest-tier hotel, with an average ADR of nearly $250, the statement added. Project HQ aims to open 50 hotels by 2030, delivering around 7,500 rooms. Of the upcoming openings, 50% will be located globally and 50% stateside. These will consist of 80% conversion projects and 20% ground up, new builds.
The initial two projects in Switzerland and the U.S. will set the stage which will benefit from sbe’s lifestyle experience and Wyndham’s scale and resources, Wyndham President & CEO Geoff Ballotti said.
“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 out into the marketplace from the Millennial, Gen Z and Latino audience is staggering,” said Nazarian. “Having established out 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.”
DESTINATIONS
The Royal Plaza & Villa Toscane in Montreux will be transformed into HQ Montreux Hotel & Spa, the first international hotel for the new brand, and is scheduled to open in 2025.
The two almost symmetrical villas – Toscane & Pauline – were built by Swiss architect Louis Villard in 1905. The buildings underwent extensive renovations which saw the two villas being merged into a 155-room hotel with 42 residences in 1989, featuring a glazed passage connecting the terraces on the first floor. The property will undergo major refurbishments before reopening under Project HQ. sbe’s Disruptive Restaurant Group will be developing a 360-guest experience and create two signature restaurants (partners yet to be announced) and a bespoke cocktail bar in the lobby. The hotel will also have an onsite coffee shop, a spa, fitness center and events space.
Situated on the shores of Lake Geneva, Montreux is famed for its alpine scenery and Belle Epoque architecture. The city is expected to see investments of more than CHF500 million in the next five years, the statement added.
The Park Avenue House in Detroit will be revitalized to open HQ Detroit Hotel & Spa, Project HQ’s first offering in the U.S. The hotel will undergo significant renovations, including 174 guestrooms, to infuse Project HQ’s brand of smart lifestyle and contemporary hospitality.
Along with sbe’s F&B offerings, the hotel will also feature a specialty restaurant from sbe’s Disruptive Restaurant Group, a café and quick-service delivery from the Everybody Eats platform.
