Bloomberg Businessweek
Project HQ for Gen Z Lifestyle Lodging
Feb 20, 2024
Sam Nazarian, CEO of SBE Entertainment Group, discusses launching Project HQ for Gen Z travelers by partnering with Wyndham Hotels. The podcast explores how boutique hotels are evolving to cater to younger generations through trendy design, food, and partnerships with influencers. It also delves into why younger consumers prioritize experiences over material possessions in the hospitality industry.
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Quick takeaways
- SBE and Wyndham Hotels launched Project HQ focusing on Gen Z preferences for wellness and authenticity in lodging.
- SBE's strategy includes democratizing food, prioritizing wellness, and targeting the under 35-year-old market for accessible experiences.
Deep dives
Changing preferences of Gen Z and Millennials in the hospitality industry
SBE, a hospitality group, has recognized the shifting desires of the younger generations when it comes to vacationing. Traditional preferences such as nightclubs are being replaced by a focus on wellness and authenticity. SBE has partnered with Windham Hotels and Resorts to launch Project HQ, a smart lifestyle brand catering to the preferences of Gen Z and Millennials. The brand aims to offer unique hotel experiences with a strong emphasis on food, design, accessibility, and authenticity. SBE has also collaborated with influential celebrities, YouTubers, and entrepreneurs to create a relevant and engaging ecosystem for this target market.
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