The Washington, D.C.-based alternative lodging service WhyHotel has launched a new San Francisco-based strategic business unit called Hospitality Living. Its new office, WhyHotel’s first outside of its corporate headquarters, significantly expands the company’s footprint, which until now largely has been centered on the Mid-Atlantic region.
Hospitality Living will focus on building high-rise urban developments that bring the company’s pop-up model into buildings on a permanent basis. Will Hu, WhyHotels’ recently appointed SVP of acquisitions and development, will lead the effort. The company plans on launching its first Hospitality Living assets in 2022.
“The launch of Hospitality Living will allow us to focus on the next phase of our company, the evolution of buildings into truly flexible assets,” Jason Fudin, WhyHotel’s CEO, said in a statement. “These high-rise projects will be built from the ground up and designed, entitled and constructed to flex between uses, continuing to blur the lines between hospitality, home, work and play.”
First launched in 2017, WhyHotel’s original pop-up hotels occupy newly built, luxury apartment buildings. Today, the company has locations in Arlington, Va., Washington, D.C. and Baltimore. As the company grows its new Hospitality Living division, it will continue to launch these less permanent hotels in more markets.
In addition to Hu, WhyHotel appointed Rohit Anand experience visioneer, where he will use his 28 years of experience in development to help design the experiences and spaces for its Hospitality Living assets. The company named Miguel Oliveira its first chief marketing officer. Oliveira’s 22 years of experience includes roles at Wyndham Hotels & Resorts, Choice Hotels International and Hotels.com.