Starwood and AJ launch way of life hospitality platform

US: Private investment firm Starwood Capital Group and hospitality company Adventurous Journeys (AJ) Capital Companions have launched Discipline & Stream Lodge Co., an inexpensive way of life platform for lodging in the USA.

The Discipline & Stream platform will initially create between 20-25 resorts within the US, concentrating on areas reminiscent of nationwide parks, seashores, mountain and ski cities. The model will likely be aimed on the outside recreation trade.

Starwood, via a managed affiliate, and AJ plan to scale the portfolio rapidly.  

Barry Sternlicht, chairman and CEO of Starwood Capital, mentioned: “As we’ve confirmed via our creation of W Accommodations, 1 Accommodations and Treehouse Accommodations, amongst others, immediately’s shopper has a powerful need to help manufacturers that join them with the outside, and this initiative with Discipline & Stream will present them with genuine hospitality experiences.

“We sit up for partnering with AJ Capital to offer high quality, well-designed inexpensive lodging that’s excellent for travellers of all ages and backgrounds.

Ben Weprin, founder and CEO of AJ Capital, added: “We’re honoured to be partnering with Barry and your complete Starwood Capital crew to launch Discipline & Stream Lodge Co. Extending the legacy of Discipline & Stream that’s rooted in belief and historical past is extremely inspiring and aligns with the strategy that AJ Capital leverages in each undertaking.

“Discipline & Stream resorts will likely be a contemporary tackle an American traditional. As we’ve demonstrated via Graduate Accommodations and Marine & Garden Resorts, we consider our design-forward and vertically built-in strategy will place the platform to scale quickly and capitalise on shopper demand.”