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When hotel company SBE announced projects for a new hotel brand Last January, it also coined a new industry term: “smart living.”
A partnership with Wyndham Hotels & Resorts, the new “smart lifestyle” brand, called HQ Hotels & Residences, aims to bring lifestyle hospitality to often overpriced travelers. the competitive market. A first American establishment is planned in Detroit, but the brand has ambitious expansion goals, aiming to open 50 hotels worldwide by 2030.
In June, SBE named Mike Metcalf president of HQ Hotels. Metcalf joined Sam Nazarian’s hospitality company after working at Crescent Hotels & Resorts for more than 18 years, most recently as sales manager. Hotel Dive spoke with Metcalf to learn more about his plans for the headquarters, his thoughts on loyalty, and what the “smart lifestyle” really means.
This interview has been edited for length and clarity.
HOTEL DIVE: What types of travelers do you hope to target with HQ Hotels, and how do you plan to reach them?
MIKE METCALF: We’ve really focused on Gen Z and millennials, with an emphasis on Latino travelers. And the reason is that Generation Z and millennials will be the ones spending money on travel for at least 40 years. Our plan is to retain them as they begin these experiences, and to change and evolve with them throughout their lives. We see them not only as the travelers of today, but also as the travelers of the near and distant future.
There is loyalty in an unfilled niche today, and our intention is to become the lifestyle brand for Wyndham travelers.
Mike Metcalf
President, HQ Hotels
Latinos (are) the fastest growing population in North America. We partner with Mark Anthony, who is a global icon, but I think in the eyes of most Latin American countries he is THE artist. And the same for Sophia Vergara. She is also a partner of our brands.
What do the travelers you hope to attract want from a hotel, and how are you shaping HQ Hotels to provide that?
There is no doubt that they want experiences. Wherever they go, they go there to experience everything the region has to offer. Our intention is to be in these communities and really be the hub of entertainment and experiences, so as soon as they walk in (to the hotel), they start experiencing the things that they came there to do- down.
In which markets do you want to expand?
To say it’s diverse would be an understatement. We have an agreement in Detroit that we signed. We have one in Switzerland. We have (hotels) coming up in the Midwest, Mexico, Budapest, Daytona (Beach, Fla.)… I mean, they’re literally everywhere. The level of interest has been really exciting.
What is the common thread that connects places as diverse as Detroit and Switzerland? Or do you just think the HQ model is adaptable?
Well, it’s designed to fit. And young travelers go everywhere. They go to the mountains, they go to the ocean. They just get in their car and drive across the country. So for us, we want to be in places where a young traveler wants to experience, and wherever that is, we have the ability through our food and beverage to take our brands anywhere and find our place in a market. As long as it’s a place where the younger generation wants to travel, we will create an environment where we will be at the heart of the vibe of this region.
Can you explain what SBE means by “smart living”?
Technology is extremely important to Gen Z and millennials. It starts when they look for a reservation and make sure they can use their phone for everything. Most don’t even have a laptop anymore: they use their phone to book a trip. This will ensure that all of our online material will be adaptable to mobile devices.
And then when they’re in the hotel, it’s not just about the technology that we provide, but making sure that we provide them with an environment in which they can use their technology, and therefore that There are charging stations everywhere. But more importantly, we create Instagram moments as many times as possible, starting from the moment they come in. We want to make sure we’re creating places for them to do their Instagram Reels, take their photos, share their travels with their friends. , family, followers.
The smart lifestyle proposition is also more affordable than other lifestyle hotels, right?
It’s not only affordable, but accessible. We really want to have four to four and a half star quality. So they will be nice hotels and very service oriented, but we don’t want to be in that luxury category. We want people to feel comfortable in their jeans or shorts and be able to have fun and have a good time. It’s all about creating a relaxed and approachable environment, and that goes hand-in-hand with affordability.
How does HQ Hotels approach loyalty?
One of the most important things we’ve done to help connect with the world is the partnership we have with Wyndham. We are their only lifestyle brand. So we’re bringing that number to 112 million Wyndham members. There is loyalty in an unfilled niche today, and our intention is to become the lifestyle brand for Wyndham travelers. From the start, we will be in contact with them.
On top of that, once they stay at a HQ, the idea is to make it such a great experience that when they travel again, we will be their first choice – that beyond a very nice hotel and a comfortable bed, they will also have fun, and they will enjoy the trip, even when they are there on business.