sbe Announces Launch of New Luxury Global Lifestyle Hotel Brand

sbe, a leading international hospitality group that develops, manages and operates award-winning global hospitality brands, has recently announced the launch of its new luxury global brand, The House of Originals in partnership with Accor, at the Berlin Hospitality Conference.

The House of Originals is a luxury collection of properties featuring a bold spirit that challenges and inspires. The new hotel brand collection includes the Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach. Together they are set to create a community for its guests, predicated on luxury experiences and centered around sbe’s iconic culinary and mixology offerings.

Accor’s support will be critical in establishing the brand internationally by offering sbe’s customers and partners access to an unparalleled global distribution and procurement infrastructure.

“At sbe we are always looking to create memorable experiences. The House of Originals will include our existing incredible destinations, the Sanderson, St Martins Lane, Shore Club and 10 Karaköy and create a community and network of unique global properties. I am proud to partner on this project very closely with the Accor team and Gaurav BHUSHAN, Accor’s Head of Global Development who will provide us invaluable support in helping us create a truly international suite of properties,” stated Sam Nazarian, Founder & CEO of sbe.

The House of Originals is a collection of luxury hotels that are individually special to the city in which each resides. These inspiring properties are recognized as trailblazers, setting a standard of hospitality and experience that makes every hotel iconic in its own right. For every hotel in this collection, there is an undying spirit and promise of originality.

This rebrand marks an inflection point for these hotels, illustrating how they are coming together to create an innovative new brand to bring our customers a refreshed collection of hospitality assets. The House Of Originals collection will undertake rapid but thoughtful growth and already has in its pipeline 5 new domestic and international locations.

Gaurav Bhushan, Chief Development Officer Accor said: “The lifestyle market continues to grow rapidly and has one of fastest growth rates in the industry. Accor has had very strong acceleration in the lifestyle sector and now offers the widest portfolio, with 10 brands to be developed internationally from economy to luxury. The House of Originals is the perfect combination of sbe’s know-how in entertainment and F&B, and will benefit from Accor’s global platform, particularly in terms of distribution, loyalty and network development. With already 5 new hotels in the pipeline and an exciting pipeline underway in key gateway cities such as Dubai, London and Paris, this brand brings a new lifestyle flavor into the Accor portfolio.”

 

 

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