Smart lifestyle brand Project HQ Hotels & Residences has announced its upcoming locations in Montreux, Switzerland; and Detroit, Michigan, US.

Lifestyle hospitality company sbe, in collaboration with Wyndham Hotels & Resorts, launched this brand in January.

The new openings include HQ Montreux Hotel & Spa and HQ Detroit Hotel & Spa. 

The Royal Plaza & Villa Toscane in Montreux will be transformed into The HQ Montreux Hotel & Spa, marking Project HQ’s first international venture.

This property, originally built in 1905, will undergo a revamp before its reopening next year.

The hotel will feature amenities including two restaurants from sbe’s Disruptive Restaurant Group, a cocktail bar, a coffee shop, a fitness centre, and a spa.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Detroit’s Park Avenue House will open as the HQ Detroit Hotel & Spa, becoming the first Project HQ property in the US.

This transformation will introduce 174 hotel rooms, a restaurant, a cafe, and quick-service delivery from the Everybody Eats platform.

sbe founder and CEO Sam Nazarian said: “In the 22 years since establishing sbe, we have always been looking around the corner and understanding the ever-changing landscape of consumers –  

“This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead.” 

Project HQ is also currently in discussions for more than 15 additional hotels, exploring applications in both adaptive reuse and conversion developments. 

LionGrove has pledged to construct ten HQ hotels spanning across the Caribbean and along the US’ Sun Belt.

In addition, sbe has revealed a $50m Key Money & Sliver Equity Fund dedicated to HQ Hotels, aimed at driving its growth and expanding its reach.

Wyndham Hotels & Resorts president and CEO Geoff Ballotti said: “We’ve seen tremendous interest from owners looking to enter the smart lifestyle category created by Sam Nazarian’s sbe.

“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.”

Project HQ is intended to cater to the preferences of millennials, Gen-Z, and Latin communities, backed by strategic investment from Marc Anthony’s company, Magnus.

This brand aims to maintain sbe’s reputation for nightlife by providing guests access to nightclubs, lounges, and special events.

Via its tie-up with Wyndham, Project HQ will provide the latest technology, including advanced property and revenue management systems.

As part of Wyndham’s recent $275m investment, the properties will offer guests features such as mobile check-in/checkout, mobile key access, and customised room settings.