SBE’s latest venture will see the establishment of its first HQ brand hotels in Detroit and Montreux, Switzerland. These projects involve the conversion and renovation of existing properties, specifically the Royal Plaza and Villa Toscane in Montreux, set to be rebranded as the HQ Montreux Hotel & Spa by 2025. On the other hand, the Park Avenue House in Detroit will undergo repositioning to become the inaugural HQ hotel in the United States.
The HQ Montreux will boast 155 rooms, along with two SBE restaurants, a cocktail bar, a coffee shop, a spa, a fitness center, and event and meeting spaces. Additionally, 42 residences are slated to be included in the project. Meanwhile, the HQ Detroit Hotel & Spa will feature 174 rooms, an SBE restaurant, and a café. Both properties are part of SBE’s collaboration with Wyndham Hotels & Resorts in introducing the “smart lifestyle” brand, which seeks to cater to individuals who have been overlooked in the lifestyle hotel market due to pricing constraints.
The forward-thinking approach behind the Project HQ concept has led to strategic investments from entertainment mogul Marc Anthony and his company, Magnus. These investments are expected to facilitate connections with key demographics such as millennials, Gen-Z, and Latin communities. Sam Nazarian, the founder and CEO of SBE, emphasized the growing interest from these audiences in shared experiences and memorable moments, which the HQ brand aims to deliver.
Expansion Plans and Partnership Benefits
As part of Wyndham’s Registry Collection and Wyndham Rewards loyalty program, HQ hotels are well-positioned to attract a diverse range of guests. Looking ahead, the brand has set ambitious targets of opening 50 hotels by 2030, with more than 15 projects currently in the pipeline. The collaboration between SBE and Wyndham Hotels & Resorts is expected to bring a fresh perspective to the hospitality industry, offering unique and inclusive experiences for travelers worldwide.
The arrival of the HQ brand in Detroit and Montreux represents a significant milestone in the hospitality sector. By combining innovative design concepts, strategic partnerships, and a commitment to customer experience, SBE is poised to make a lasting impact on the evolving landscape of lifestyle hotels. As the brand continues to expand and diversify its portfolio, travelers can look forward to new opportunities for exploration and connection in the heart of vibrant cities like Detroit and Montreux.