sbe and Accor Launch New Luxury Global Lifestyle Hotel Brand – The House Of Originals

USA, New York City, New York. March 27, 2019

sbe, a leading international hospitality group that develops, manages and operates award-winning global hospitality brands, announced 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. sbe is thrilled to launch this new hotel brand collection which will include the Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach.

The House of Originals combines the best of what sbe has to offer. This new brand will create a community for its guests, predicated on luxury experiences and centered around sbe's iconic culinary and mixology offerings. Further, the support of sbe's partner, Accor, will be critical in establishing the brand internationally by offering sbe's customers and partners access to an unparalleled global distribution and procurement infrastructure.

Sam Nazarian, Founder & CEO of sbe states: "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."

Gaurav Bhushan, Chief Development Officer Accor states: "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."

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.

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.