Can a lifestyle hotel maven and a Grammy winner make Wyndham cool?

Wyndham Hotels & Resorts, lifestyle hotel maven Sam Nazarian, and Grammy Award winner Marc Anthony are teaming up to launch a new lifestyle hotel brand called Project HQ Hotels & Residences. This unexpected collaboration aims to provide a truly attainable lifestyle hotel experience in a time when such properties are often out of reach for many travelers due to their high prices.

The new brand, which will operate under Wyndham’s Registry Collection, plans to offer rates between $250 and $500 per night. This price range is significantly lower than what is typically seen in the lifestyle hotel segment. Additionally, Wyndham Rewards loyalty members will have the opportunity to redeem their points for award nights at Project H3 hotels, providing them with a unique and aspirational redemption opportunity.

The brand is expected to grow rapidly, with plans to have 50 hotels open by 2023. The growth will come from converting existing buildings, including hotels and underutilized office spaces, as well as some ground-up construction. The target markets for expansion include major cities in the US, as well as international locations such as Saudi Arabia, the Caribbean, Latin America, and Asia.

The collaboration between Wyndham, Nazarian, and Anthony may seem unlikely at first, given their different backgrounds and areas of expertise. Wyndham is known for its affordable hotel brands, while Nazarian is a leader in the lifestyle space, and Anthony is a renowned musician. However, the partnership is rooted in a more than 20-year relationship between the companies, and they believe there is an opportunity to disrupt the lifestyle hotel market by offering a more affordable and genuine product.

Many lifestyle hotel brands claim to foster a sense of community with the surrounding neighborhood, but their high prices and exclusive amenities often make it difficult for the average traveler to experience this. Project H3 aims to change that by offering a genuinely attainable product with a strong focus on dining and other amenities. This could be a game-changer in the hotel industry, as there is a growing demand for affordable lifestyle hotels.

This partnership with Nazarian and Anthony is a significant move for Wyndham, as it allows the company to appeal to a younger demographic with disposable income. Marriott’s partnership with Ian Schrager for the Edition brand serves as a successful example of how such collaborations can take off and bring new energy to a hotel company. By partnering with Nazarian, Wyndham is positioning itself to offer a more aspirational experience for its loyalty members while still maintaining its focus on the economy and midscale segments.

In conclusion, the collaboration between Wyndham, Sam Nazarian, and Marc Anthony to launch Project HQ Hotels & Residences is an unexpected but exciting development in the hotel industry. This new lifestyle hotel brand aims to provide a genuinely attainable experience for travelers while also offering a strong emphasis on dining and other amenities. With its rapid growth plans and focus on affordability, Project H3 has the potential to be a major player in the lifestyle hotel market.

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