Starwood and AJ launch lifestyle hospitality platform

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US: Private investment firm Starwood Capital Group and hospitality company Adventurous Journeys (AJ) Capital Partners have launched Field & Stream Lodge Co., an affordable lifestyle platform for lodging in the United States.

The Field & Stream platform will initially create between 20-25 hotels in the US, targeting locations such as national parks, beaches, mountain and ski towns. The brand will be aimed at the outdoor recreation industry.

Starwood, through a controlled affiliate, and AJ plan to scale the portfolio quickly.  

Barry Sternlicht, chairman and CEO of Starwood Capital, said: “As we have 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, and this initiative with Field & Stream will provide them with authentic hospitality experiences.

“We look forward to partnering with AJ Capital to provide quality, well-designed affordable lodging that is perfect for travellers of all ages and backgrounds.

Ben Weprin, founder and CEO of AJ Capital, added: “We are honoured to be partnering with Barry and the entire Starwood Capital team to launch Field & Stream Lodge Co. Extending the legacy of Field & Stream that is rooted in trust and history is incredibly inspiring and aligns with the approach that AJ Capital leverages in every project.

“Field & Stream hotels will be a modern take on an American classic. As we have demonstrated through Graduate Hotels and Marine & Lawn Resorts, we believe our design-forward and vertically integrated approach will position the platform to scale rapidly and capitalise on consumer demand.”

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