Sam Nazarian Returns To Hotel Game, Rolling Out New Brand With Wyndham
Former lifestyle hotel specialist SBE and hospitality giant Wyndham Hotels & Resorts have launched a new hotel brand, called Project HQ Hotels & Residences. The new brand will be aimed at younger travelers, according to SBE CEO Sam Nazarian, and will have 50 locations open by 2030.
The new brand represents a return to the hotel business by Nazarian, founder of SBE, which previously focused on high-end boutique hotels. In 2020, SBE sold its hospitality and management platform to Accor, including over 100 lifestyle hotels of various brands, such as SLS, Delano, Mondrian and Hyde, among others.
Since then, Nazarian has been focusing on building ghost kitchen operator C3, which also has brick-and-mortar locations and an in-airport food hall.
SBE and capital partner Magnus will own Project HQ, which will be affiliated with Wyndham's Registry Collection Hotels. The properties will be part of Wyndham's worldwide reservation system.
The new brand will focus on food and drink, with Nazarian planning to draw on his partnerships with culinary notables such as Michelin-starred chef Dani Garcia, competitive eater Matt Stonie and hamburger chain Umami Burger, The Wall Street Journal reports. Rooms at the new brand will be geared toward millennials and Gen Z and will likely be between $200 and $250, more than at other Wyndham brands but less than most upscale boutique properties.
“We feel uniquely equipped to solve for the unmet needs of the next generation who are eager to engage with culinary excellence and vibrant social spaces,” Nazarian said in a statement.
Hotels remain the main choice for accommodation among younger travelers, with boutique hotels and vacation rentals gaining popularity, according to a report by Skift Research. Vacation rentals are more favored by Gen Z than millennials.
Also, digital platforms are more important than ever in travel decisions, the report found, with 57% of respondents relying on social media channels for travel planning, Skift found. Instagram, YouTube and Facebook are primary platforms for travel inspiration among younger travelers.
