SBE, a hospitality group that operates hotels, restaurants, lounges and nightclubs, announced a partnership with Wyndham Hotels & Resorts to launch a new “smart lifestyle” brand under the working title Project HQ Hotels & Residences. Owned by SBE with strategic investment by the entertainer and SBE equity partner Marc Anthony, Project HQ will be affiliated with Wyndham’s Registry Collection Hotels, which caters to the luxury and smart lifestyle segments.
This marks SBE’s first hotel brand after the 2020 sale of its hospitality brand and management platform, which included over 100 hotels (SLS, Delano, Mondrian and Hyde, among others); more than 150 restaurants and lounges; and over $4 billion of luxury residential sales.
Sam Nazarian, CEO of SBE, said the company is “looking to reinvent lifestyle again” with Project HQ, which he called the first smart lifestyle hotel brand. He said the new brand will offer culinary excellence and “vibrant social spaces that we’ve curated and cultivated with intention.”
Geoff Ballotti, CEO of Wyndham, said hotel owners searching for “a differentiated, yet approachable” lifestyle brand will immediately benefit from the scale and resources of what he said is the world’s largest hotel franchisor.
