Project HQ, a new hospitality brand launched by sbe in partnership with Wyndham Hotels & Resorts, has revealed their first two locations: Montreux, Switzerland, and Detroit, Michigan.

Project HQ aims to cater to the evolving needs of modern travelers, specifically Millennials, Gen Z, and Latino communities. The brand focuses on creating “desirable destinations” that offer a blend of cultural experiences, smart design, and personalized service.

Marc Anthony and his company, Magnus, have invested in Project HQ, allowing the brand to connect with its target audience. This partnership also strengthens sbe’s position in the hospitality industry, particularly in the areas of restaurants and entertainment.

HQ Montreux Hotel & Spa (Opening 2025): This property will be a conversion of The Royal Plaza & Villa Toscane in Montreux. It will feature 155 rooms, 42 residences, two signature restaurants, a lobby cocktail bar, a coffee shop, a spa, and a fitness center. Montreux is known for its beautiful scenery, cultural scene, and annual jazz festival.

HQ Detroit Hotel & Spa (Opening Date TBA): This hotel will be a revitalization of the Park Avenue House in Detroit. It will offer 174 rooms, a specialty restaurant, a cafe, and quick-service delivery options. Detroit's transformation into a cultural and entertainment hub makes it a key market for Project HQ.

The brand aims to open 50 hotels by 2030, with a mix of conversions and new builds. They have already secured deals and partnerships for over 15 additional locations. This rapid expansion reflects the growing demand for “smart lifestyle” hospitality experiences.

Sam Nazarian, founder and CEO of sbe, commented on the launch, stating, “We’re creating spaces where Millennials, Gen Z, and Latino communities can partake in communal celebrations and create lasting memories.”

Geoff Ballotti, president and CEO of Wyndham Hotels & Resorts, added, “Project HQ will benefit from sbe's experience and Wyndham’s resources, creating a unique offering in the hospitality market.”