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When the hospitality firm SBE declared its plans for a new hotel brand last January, it also introduced a novel term to the industry: “smart lifestyle.”
SBE is partnering with Wyndham Hotels & Resorts for the new “smart lifestyle” brand, known as HQ Hotels & Residences, which seeks to offer lifestyle hospitality to travelers who often find themselves excluded from the vibrant marketplace. The initial U.S. location is anticipated to be in Detroit, but the brand has significant growth aspirations, aiming to launch 50 hotels worldwide by 2030.
In June, SBE designated Mike Metcalf as the president of HQ Hotels. Metcalf transitioned to Sam Nazarian’s hospitality enterprise from Crescent Hotels & Resorts, where he had an 18-year tenure, serving most recently as the chief commercial officer. Hotel Dive engaged with Metcalf to explore his vision for HQ, his insights on loyalty, and the meaning of “smart lifestyle.”
This dialogue has been refined for brevity and clarity.
HOTEL DIVE: What types of travelers do you aim to attract with HQ Hotels, and what strategies do you plan to employ to reach them?
MIKE METCALF: Our focus has truly been on Gen Z and millennials, particularly emphasizing Latino travelers. The reasoning is that Gen Z and millennials are poised to be the primary consumers of travel funds for the next 40 years, at a minimum. Our objective is to cultivate loyalty with them as they embark on their travel journeys and adapt alongside them as they navigate through life. We regard them not merely as today’s travelers but as the explorers of both the near and far future.
There is a loyalty that exists today with a niche that is not filled, and our intent is that we’ll be the lifestyle brand for Wyndham travelers.
Mike Metcalf
president, HQ Hotels
Latinos [are] the quickest growing demographic in North America. We have a partnership with Mark Anthony, a global icon, who I believe is regarded as the ultimate entertainer in most Latin American eyes. Additionally, Sophia Vergara is also a partner with our brand.
What do the travelers you’re aiming to engage desire in a hotel, and how are you tailoring HQ Hotels to fulfill those expectations?
There is no doubt that they seek experiences. Wherever they travel, they want to immerse themselves in the local offerings. Our purpose is to integrate ourselves into those communities and truly be the focal point for entertainment and experiences. From the moment they enter [the hotel], they should begin to enjoy everything they came to explore.
Which regions are you considering for expansion?
To describe the variety would be an understatement. We have finalized a deal in Detroit and another in Switzerland. We are also launching [hotels] in the Midwest, Mexico, Budapest, Daytona [Beach, Florida] … essentially, we aim to be in multiple locations. The level of interest has been incredibly enthusiastic.
What connects places as varied as Detroit and Switzerland? Do you believe the HQ model can be adapted to various markets?
Absolutely, it is designed to be adaptable. Younger travelers are exploring everywhere, from mountains to beaches. They are taking to the roads and driving across the nation. Hence, we aspire to establish ourselves in destinations where young travelers seek experiences, and wherever that may be, we possess the capability through our dining and beverage offerings to position our brand in diverse markets. So long as it’s a venue that attracts the younger generation, we will cultivate an atmosphere where we embody the essence of the locality.
Could you clarify what SBE signifies with the term ‘smart lifestyle’?
Technology is immensely substantial for Gen Z and millennials. This begins with their search for reservations and the necessity for mobile-friendly solutions. Many of them no longer own laptops, opting to utilize their phones for booking travel. Therefore, all of our online content will be mobile-compatible.
Moreover, once they arrive at the hotel, it’s not merely about the technology we offer, but also about ensuring an environment conducive for utilizing their technology, including the provision of charging stations throughout. More importantly, we curate Instagrammable moments that…as frequently as possible, from the moment they arrive. We aim to ensure that we design spaces for them to create their Instagram Reels, capture their photographs, and share their adventures with friends, family, and followers.
The ‘smart lifestyle’ concept is also more economical than other lifestyle hotels, correct?
It’s not merely economical, but also accessible. We genuinely aspire to achieve four- to four-and-a-half-star caliber. Thus, they will be pleasant hotels that focus heavily on service; however, we don’t aspire to be categorized as luxury. We want guests to feel at ease in their jeans or shorts and to be able to relax and enjoy themselves. It’s about fostering a laid-back, welcoming atmosphere, and affordability is part of that experience.
How is HQ Hotels approaching loyalty?
One of the most significant steps we took to build connections was our collaboration with Wyndham. We are their exclusive lifestyle brand. We are introducing this to 112 million Wyndham members. There exists a loyalty that is currently unmet in this niche, and our aim is to become the lifestyle choice for Wyndham travelers. Therefore, right from the start, we will be able to connect with them.
Moreover, once they experience an HQ stay, the goal is to create such an outstanding experience that when they travel again, we will be their top selection — that alongside a truly pleasant hotel and a comfy bed, they’ll also have a great time and enjoy their trip, even if they are there on business.
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