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NEWS
Starwood launches Field & Lodge hospitality brand targeting outdoor enthusiasts
POSTED 28 Feb 2023 . BY Megan Whitby
The US hotel group will open in locations near national parks, beaches, mountain and ski towns Credit: Shutterstock/Simon Dannhauer
Private investment firm Starwood Capital Group and real estate and hospitality company, Adventurous Journeys Capital Partners (AJ Capital), have unveiled a new outdoor-focused hotel group called Field & Stream Lodge Company. Field & Stream is an existing American brand established in 1871.

Starwood and AJ Capital want to initially create approximately 20 to 25 hotels, first targeting US markets in close proximity to authentic natural experiences, including national parks, beaches, mountain and ski towns.

The new launch is focused on serving the growing market for affordable and authentic wild outdoor experiences. This demand is an effect of the pandemic which has been felt globally as many people used time in nature as a coping mechanism to deal with lockdowns and improve wellbeing.

According to Starwood and AJ Capital, the US outdoor recreation industry is thriving as a consequence.

With 120-140 rooms per site, the locations will be customised for families and outdoor enthusiasts according to the Wall Street Journal.

Field & Stream's assets will be strategically located in markets where existing lodging options are lacking or outdated for modern consumer preferences.

Barry Sternlicht, chair and CEO of Starwood Capital, said: "As we’ve proven through our creation of W Hotels, 1 Hotels and Treehouse Hotels, among others, today's consumer has a strong desire to support brands that connect them with the outdoors.

“This initiative with Field & Stream will provide them with authentic hospitality experiences.”

Starwood and AJ Capital want to leverage their collective real estate acquisition, investment and development experience to ‘create a unique brand in a virtually undifferentiated segment’ that can scale rapidly.

About Starwood Capital Group
Starwood is a private investment firm with a core focus on global real estate. The Firm and its affiliates maintain 16 offices in seven countries around the world.

The company is well-known for its former hotel, resort, residence and spa operator brand Starwood Hotels and Resorts which operated under the brands St. Regis, The Luxury Collection, W, Design Hotels, Westin, Le Méridien, Sheraton and more.

The company was acquired by Marriott International for US$13bn (£10.7bn, €12.3bn) in 2016.

Starwood also manages Starwood Property Trust, the largest commercial mortgage real estate investment trust in the US. Over the past 31 years, Starwood and its affiliates have successfully executed an investment strategy that involves building enterprises in both the private and public markets.

About AJ Capital Partners
AJ Capital is a vertically integrated real estate investment manager with a portfolio of hotels, multi-family apartments, creative offices, single-family rentals, retail and entertainment venues.

The company anchors developments in the core principles of hospitality, placemaking and residentially-inspired design.

AJ Capital encompasses more than 100 portfolio assets across 50 markets worldwide and owns and operates multiple brands such as Graduate Hotels, a collection of handcrafted hotels in university communities internationally.
MORE NEWS
World leaders gather at luxury Italian wellness retreat Borgo Egnazia for G7 Summit
The 2024 G7 Summit is now underway at a destination spa resort in Puglia, Italy, with leaders from Canada, France, Germany, Italy, Japan, the UK and the US convening to address some of the world’s most urgent issues.
Minor devises new medi-wellness concept for Anantara, debuting in Phuket in Q3
Minor Hotels CEO Dillip Rajakarier has unveiled plans to introduce an innovative medi-wellness concept to the group's Anantara Hotels, Resorts and Spas brand, with ambitions to expand the concept to additional resorts in the future.
Global Wellness Day 2024 shatters records as 1 billion people unite for wellness and nature
Global Wellness Day (GWD) marked its 13th anniversary on Saturday, 8 June and was reportedly celebrated by a record-breaking 1 billion people worldwide, making it the most successful year yet.
Deepak Chopra-backed wellness resort Ameyalli to open among historic Utah hot springs
Wellness industry figure Deepak Chopra is co-developing a new wellness community and resort focused on wellbeing and longevity in Utah’s Heber Valley, centred around natural geothermal springs.
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Uniting the world of spa & wellness
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NEWS
Starwood launches Field & Lodge hospitality brand targeting outdoor enthusiasts
POSTED 28 Feb 2023 . BY Megan Whitby
The US hotel group will open in locations near national parks, beaches, mountain and ski towns Credit: Shutterstock/Simon Dannhauer
Private investment firm Starwood Capital Group and real estate and hospitality company, Adventurous Journeys Capital Partners (AJ Capital), have unveiled a new outdoor-focused hotel group called Field & Stream Lodge Company. Field & Stream is an existing American brand established in 1871.

Starwood and AJ Capital want to initially create approximately 20 to 25 hotels, first targeting US markets in close proximity to authentic natural experiences, including national parks, beaches, mountain and ski towns.

The new launch is focused on serving the growing market for affordable and authentic wild outdoor experiences. This demand is an effect of the pandemic which has been felt globally as many people used time in nature as a coping mechanism to deal with lockdowns and improve wellbeing.

According to Starwood and AJ Capital, the US outdoor recreation industry is thriving as a consequence.

With 120-140 rooms per site, the locations will be customised for families and outdoor enthusiasts according to the Wall Street Journal.

Field & Stream's assets will be strategically located in markets where existing lodging options are lacking or outdated for modern consumer preferences.

Barry Sternlicht, chair and CEO of Starwood Capital, said: "As we’ve proven through our creation of W Hotels, 1 Hotels and Treehouse Hotels, among others, today's consumer has a strong desire to support brands that connect them with the outdoors.

“This initiative with Field & Stream will provide them with authentic hospitality experiences.”

Starwood and AJ Capital want to leverage their collective real estate acquisition, investment and development experience to ‘create a unique brand in a virtually undifferentiated segment’ that can scale rapidly.

About Starwood Capital Group
Starwood is a private investment firm with a core focus on global real estate. The Firm and its affiliates maintain 16 offices in seven countries around the world.

The company is well-known for its former hotel, resort, residence and spa operator brand Starwood Hotels and Resorts which operated under the brands St. Regis, The Luxury Collection, W, Design Hotels, Westin, Le Méridien, Sheraton and more.

The company was acquired by Marriott International for US$13bn (£10.7bn, €12.3bn) in 2016.

Starwood also manages Starwood Property Trust, the largest commercial mortgage real estate investment trust in the US. Over the past 31 years, Starwood and its affiliates have successfully executed an investment strategy that involves building enterprises in both the private and public markets.

About AJ Capital Partners
AJ Capital is a vertically integrated real estate investment manager with a portfolio of hotels, multi-family apartments, creative offices, single-family rentals, retail and entertainment venues.

The company anchors developments in the core principles of hospitality, placemaking and residentially-inspired design.

AJ Capital encompasses more than 100 portfolio assets across 50 markets worldwide and owns and operates multiple brands such as Graduate Hotels, a collection of handcrafted hotels in university communities internationally.
MORE NEWS
World leaders gather at luxury Italian wellness retreat Borgo Egnazia for G7 Summit
The 2024 G7 Summit is now underway at a destination spa resort in Puglia, Italy, with leaders from Canada, France, Germany, Italy, Japan, the UK and the US convening to address some of the world’s most urgent issues.
Minor devises new medi-wellness concept for Anantara, debuting in Phuket in Q3
Minor Hotels CEO Dillip Rajakarier has unveiled plans to introduce an innovative medi-wellness concept to the group's Anantara Hotels, Resorts and Spas brand, with ambitions to expand the concept to additional resorts in the future.
Global Wellness Day 2024 shatters records as 1 billion people unite for wellness and nature
Global Wellness Day (GWD) marked its 13th anniversary on Saturday, 8 June and was reportedly celebrated by a record-breaking 1 billion people worldwide, making it the most successful year yet.
Deepak Chopra-backed wellness resort Ameyalli to open among historic Utah hot springs
Wellness industry figure Deepak Chopra is co-developing a new wellness community and resort focused on wellbeing and longevity in Utah’s Heber Valley, centred around natural geothermal springs.
László Puczkó joins Ensana as senior health spa advisor
European health spa operator Ensana has announced the strategic appointment of Dr László Puczkó as senior health spa advisor.
EU funds Great Spa Towns of Europe youth project to foster intercultural dialogue among spa towns
The Great Spa Towns of Europe (GSTE) has announced the successful approval of its funding application under the European Town Twinning Programme. This funding will support a year- long project named INTERSPACE, aimed at fostering intercultural dialogue among communities within the GSTE network.
+ More news   
 
FEATURED SUPPLIERS

From digital trends to real-world sustainability, Spa Life has it all
Spa Life International® Conventions are intimate, business-focussed events, created exclusively for senior spa and wellness professionals looking for a more targeted, cost- effective way of doing business. [more...]

Swissline’s face-saving summer solutions for oily, acne-prone skin
During the summer, hot and humid weather and pollution can activate excess sebum production, leading to clogged pores and acne. [more...]
+ More featured suppliers  
COMPANY PROFILES
Swissline by Dermalab

Inspired by the science of cellular rejuvenation, Swissline was founded in Switzerland in 1989, igni [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

22-22 Jun 2024

World Bathing Day

Worldwide,
22-24 Jun 2024

IECSC Las Vegas

Las Vegas Convention Center, Las Vegas, United States
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
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