Wyndham is set to unveil its inaugural lifestyle hotel brand in Detroit and Switzerland.

Exciting developments are underway for Wyndham's forthcoming brand, created in collaboration with lifestyle hotel expert Sam Nazarian and Grammy Award-winning artist Marc Anthony.

Tentatively named Project HQ Hotel & Residences, this brand has confirmed its first locations in Detroit and Montreux, Switzerland. Announced earlier this year, this lifestyle hotel brand will be part of Wyndham's Registry Collection, offering a more accessible experience with average nightly rates around $250, compared to Marriott's Edition brand and properties in Hilton's upcoming NoMad expansion.

This partnership allows Wyndham to leverage Nazarian's extensive lifestyle hotel experience from his time as the founder and CEO of SBE. Additionally, Anthony's investment through his company, Magnus, is expected to enhance brand visibility among millennials, Generation Z, and the Latin community. It will also introduce a new concept for Wyndham Rewards members to earn and redeem points.

"With our initial locations set in Montreux and Detroit, we are committed to addressing the evolving preferences of future generations," Nazarian stated. "This marks the beginning of Project HQ, and we look forward to unveiling more exciting initiatives in the coming months, alongside Geoff Ballotti and his exceptional Wyndham team. As we focus on the future, we aim to build significant momentum through our ongoing innovation and inspiration," he added.

The Park Avenue House in Detroit will be the inaugural Project HQ in the U.S., transforming the historic site into a 174-room hotel. This conversion will feature a specialty restaurant from SBE's Disruptive Restaurant Group, a café, and food delivery services via Everybody Eats, a company founded by Nazarian. Located near the Fox Theatre and Comerica Park in downtown Detroit, a timeline for construction has not yet been disclosed.

On the other side of the Atlantic, the Royal Plaza & Villa Toscane in Montreux, Switzerland, is set to become the first international Project HQ location. Originally built in 1905, this twin-villa property was renovated into a 155-room hotel with 42 residences in 1989. After undergoing a significant renovation, it is anticipated to reopen as a Project HQ hotel in 2025.

The Swiss location of Project HQ is expected to feature two restaurants, a cocktail bar, a coffee shop, a spa, and a fitness center.

While these two properties are the first to be announced for Project HQ, they are far from the last. The development team indicates that discussions are already in progress for over 10 additional hotels, with an ambitious target of opening 50 Project HQ hotels by 2030.

"There has been significant interest from owners eager to join the smart lifestyle category pioneered by Sam Nazarian's SBE," stated Wyndham CEO Geoff Ballotti in a prepared remark. "These first projects in Montreux and Detroit lay the groundwork for a brand that will leverage SBE's renowned lifestyle expertise alongside Wyndham's unparalleled scale and resources, offering a turn-key solution that is truly unique in today’s market."