Barry Sternlicht's Starwood Capital Group is embracing the great outdoors with the launch of its latest hospitality brand, Field & Stream Lodge Co.
The new flag is billed as a "modern and affordable lifestyle lodging" concept. Hotels will be located in U.S. markets with close proximity to national parks, beaches, and mountain and ski towns.
According to Sternlicht, Starwood Capital's chairman and CEO, the launch of Field & Stream Lodge Co. comes amid growing, pandemic-driven consumer demand for "brands that connect them with the outdoors."
The brand is being developed in collaboration with real estate investment group Adventurous Journeys Capital Partners.
In a statement, Starwood Capital and Adventurous Journeys Capital said that Field & Stream Lodge Co. will specifically target destinations where "existing lodging options are lacking or outdated."
The partners said the concept is poised to benefit from recognition of the Field & Stream retailer of outdoor recreation merchandise, which dates to 1871. Field & Stream Lodge Co. is a separate venture from the merchandise brand, however. An Adventurous Journeys Capital spokesperson said Starwood Capital Group has long owned the lodging rights to the Field & Stream name.
Starwood Capital's other hotel brands are 1 Hotels, Baccarat Hotels and Treehouse Hotels.