European hotel giant Accor and hospitality group SBE have launched a luxury lifestyle brand called The House of Originals.
SBE said House of Originals hotels would create a “community” for guests centred around luxury experiences in “inspiring” properties, as well as culinary and mixology offerings.
Five hotels are in the pipeline, with more under discussion in cities including Dubai, London and Paris.
Gaurav Bhushan, Chief Development Officer at 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 ten brands to be developed internationally from economy to luxury.”
Last year Accor bought a 50 per cent stake in SBE, which will operate the properties.
SBE said Accor’s support would be “critical in establishing the brand internationally by offering sbe’s customers and partners access to an unparalleled global distribution and procurement infrastructure.”
SBE was founded in 2002 by Sam Nazarian and acquired Ian Schrager’s Morgans Hotel Group in 2016. Its hotel brands include SLS Hotel and Residences, Delano, Mondrian and The Redbury.
Yesterday Accor announced the launch of another new brand, a design-focused lifestyle offering called Tribe.
The group, which recently dropped the “hotels” from Accorhotels and replaced its Le Club Accorhotels loyalty programme with a new scheme called All – Accor Live Limitless, is now approaching 40 brands.