Lifestyle hotel brand HQ Hotels & Residences has unveiled plans for the Sao Paulo property and leveraged celebrity couple Russell Wilson and Ciara as strategic partners and advisory board members.
A strategic alliance between Sam Nazarian’s SBE and Wyndham Hotels & Resorts, Headquarters hotels and residences Launched early last year, it is known as the affordable “smart lifestyle” brand targeting millennials, Gen Z and Latino travelers.
Sao Paolo’s 100-room HQ Hotel will be the brand’s first flag in South America when it opens in 2028. The property will feature amenities such as a garden, a swimming pool, a top-floor bar and a rooftop terrace with views of the skyline.
Room rendering of Sao Paulo headquarters. Image source: Headquarters Hotels and Residentials
It will join Hodges Bay Resort and Spa, Headquarters Luxury Resort and Residence It became the first property to debut in Antigua as part of its headquarters portfolio earlier this week. The 79-room resort, which first opened in 2019, will launch new dining options – including SBE-backed concepts such as Katsuya Beach, courtesy of chefs Katsuya Uechi and Hecho Libre As part of the conversion.
There are other projects at the headquarters In Detroit and Montreux, SwitzerlandIn the pipeline, by 2031, the brand aims to cover 50 properties worldwide.
Wilson is the Super Bowl-winning NFL quarterback, while Grammy Award-winning artist Ciara is The latest high-profile name for joining the strategic partner lineup of headquartershas invested in the entire headquarters brand. They are with actress Sofia Vergara and Grammy Award winner Marc Anthony. Anthony and his entertainment company Magnus are equity partners in the brand.
As part of the SBE and Wyndham Alliance, each Headquarter property is part of the Wyndham Registry Collection Hotels Portfolio and participates in the Wyndham Rewards Loyalty Program.
Clarification: The report has been updated to indicate that headquarters hotels and residences are a strategic alliance between SBE and Wyndham Hotels & Resorts.
