SBE’s latest venture, the HQ brand, is set to make its mark in Detroit and Montreux, Switzerland. These two projects will involve the conversion of existing properties, namely the historic Royal Plaza and Villa Toscane in Montreux, which are scheduled for renovation and relaunch as the HQ Montreux Hotel & Spa in 2025.
The HQ Montreux will boast 155 rooms, two SBE restaurants, a cocktail bar, a coffee shop, a spa, a fitness center, and ample event and meeting space. Additionally, the property will offer 42 residences. In Detroit, the Park Avenue House will undergo a transformation to become the first HQ hotel in the U.S. With 174 rooms, the HQ Detroit Hotel & Spa will feature an SBE restaurant and a café.
Project HQ Concept and Partnerships
The Project HQ concept was developed in collaboration with Wyndham Hotels & Resorts, with a key focus on creating a “smart lifestyle” brand. This brand aims to provide an inclusive and affordable experience for consumers who may have felt excluded from the high-end lifestyle hotel market. Moreover, entertainment mogul Marc Anthony and his company, Magnus, have made a strategic investment in the project, enabling HQ to engage with coveted audiences such as millennials, Gen-Z, and Latin communities.
Founder and CEO of SBE, Sam Nazarian, expressed his excitement about the brand’s potential to cater to the evolving preferences of the younger generations. He emphasized the desire to create spaces that foster communal celebrations, new memories, and moments of wonder. The HQ brand is poised to be a hub for social gatherings and experiences that resonate with a diverse audience.
HQ hotels will join Wyndham’s Registry Collection and participate in the Wyndham Rewards loyalty program, enhancing the overall guest experience. The brand has ambitious plans to expand rapidly, aiming to open 50 hotels by 2030. Currently, there are over 15 projects in various stages of development, indicating a strong growth trajectory for HQ under the SBE umbrella.
SBE’s foray into the hospitality sector with the HQ brand signals a new chapter in the industry. With a focus on accessibility, innovation, and strategic partnerships, HQ hotels are poised to redefine the hotel experience for a diverse and discerning clientele. As the brand continues to expand and evolve, it promises to set new standards for hospitality excellence in the years to come.