Sbe, Accor Partner on New Luxury Global Lifestyle Hotel Brand

NEW YORK—sbe revealed at the Berlin Hospitality Conference the launch of its new luxury global brand, The House of Originals, in partnership with Accor.

The House of Originals is a luxury collection of properties from sbe featuring a bold spirit that challenges and inspires, according to the company. This new hotel brand collection will include the Sanderson and St. Martins Lane in London, 10 Karaköy in Istanbul, and the Shore Club in Miami Beach.

“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,” said Sam Nazarian, founder & CEO of sbe. “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.”

Bhushan added, “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 five 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.”

The House of Originals is a collection of luxury hotels that are individually special to the city in which each resides. For every hotel in this collection, there is an undying spirit and promise of originality, according to the company.

The House Of Originals collection will undertake rapid but thoughtful growth and already has in its pipeline five new domestic and international locations.

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