Travel Weekly
By Christina Jelski
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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.
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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.