Wyndham Hotels & Resorts and the SBE hospitality group have created a lifestyle residential brand and plans to open 50 hotels by 2030, the companies announced Tuesday.
SBE, founded by Sam Nazarian, was acquired by Accor in 2020. Nazanin remains CEO of SBE.
The new brand, under the working title Project HQ Hotels & Residences, will include “approximately 7,500 rooms,” according to SBE and Wyndham. Project HQ properties will be split 50-50 among the United States and elsewhere, according to the companies.
The new brand will be “affiliated with Wyndham’s Registry Collection Hotels,” and will be included in the Wyndham Rewards loyalty program, the companies said.
Additionally, the companies plan 80 percent of Project HQ properties to be conversions, with new construction making up the remainder.
The news marks the first hotel brand opening for SBE since the company was purchased.
