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.