Lifestyle hospitality company sbe has announced the launch of a new smart lifestyle brand with Wyndham Hotels & Resorts, tentatively named Project HQ Hotels & Residences.  

sbe owns Project HQ, with an investment from entrepreneur and sbe equity partner icon Marc Anthony and his company Magnus. 

Project HQ will be associated with Wyndham’s Registry Collection Hotels, focusing on luxury and smart lifestyle segments for hotel owners.  

Wyndham Hotels & Resorts president and CEO Geoff Ballotti said: “Today we are combining Sam Nazarian’s unmatched culinary and lifestyle experience with the unrivalled scale and resources of the world’s largest hotel franchisor to fuel Project HQ Hotels & Residences.  

“Our owners drive our success. 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.” 

sbe noted that the brand has been created to cater to Millennial and Gen Z travellers. 

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The brand name is expected to reflect that the hotels will be in the centre of cities and serve as hubs for dining, nightlife, and wellness experiences. 

The food and beverage offerings at the properties will range from fine dining to brands from Sam Nazarian’s C3 and Nextbite, featuring influential celebrity partners and brands. 

With these enhancements, Project HQ aims to offer a solution for legacy hotel owners to revitalise their properties and enhance guest experience. 

It will offer hotel branding; global awareness; pre-approved furniture, fixtures, and equipment packages; technology integrations and more through its collection of partnerships. 

In addition, the brand will introduce sbe wellness programming and a branded residential offering for markets such as integrated student and workforce housing.  

The brand plans to open hotels, including a 50% domestic and 50% international distribution, with an 80% focus on conversion projects and 20% on new constructions.  

Project HQ marks sbe’s first hotel brand following the 2020 sale of its hospitality brand and management platform. 

The platform included more than 100 hotels, over 150 restaurants and lounges, and more than $4bn of luxury residential sales.