BWH Hotel Group to double Aiden portfolio this year


[Credit: Aiden by Best Western Herning]

Worldwide: BWH Hotel Group has announced 30 new hotels in Scandinavia under its upscale, boutique brand Aiden, as well as launching in India.  

There are currently 19 Aiden branded hotels worldwide, in locations such as South Korea, France, and the US. 

In partnership with CIC Hospitality, BWH will open 30 new hotels in Scandinavia. Each of the properties will offer a digital hologram concierge for check in/out as well as guest services.  

The Scandinavian portfolio will be located close to universities, larger companies and event venues. Hotels will also include solar roofing and modular design to uphold sustainability principles. 

Aiden by Best Western Herning, in the Danish city of Herning, will be the first to open in February. It will offer 204 rooms, a gym with a sauna, conference rooms as well as social and working areas. 

Ron Pohl, president of international operations at BWH, said: “We are excited about the remarkable growth we’re seeing in our global Aiden portfolio. There are many markets around the world that are ready for a hotel product like Aiden, and we are capitalising on demand in key markets such as Scandinavia, India, Thailand and Australia. We look forward to continuing to bring this exceptional product to life in destinations across the globe.”

Brad LeBlanc, SVP and chief development officer at BWH, said: “Each Aiden hotel is a personality specially crafted to provide travellers with a one-of-a-kind experience. Through modern amenities and bold touches, Aiden reflects the flair and vibrancy of the world around us to deliver a reimagined travel experience. The brand has been a true success story for BWH Hotel Group, and we see a long runway ahead for Aiden.”

Larry Cuculic, BWH’s president and CEO, added: “There’s no denying that travellers today are seeking distinctive experiences that embody the character of their hotel’s destination, and that’s what Aiden is all about. This brand delivers on the evolving interests of today’s travellers, giving them a boutique experience from a trusted global hotel company. Developers are recognising the traveller interest in Aiden as well – the brand is quickly becoming the boutique hotel of choice for the next generation of developers.”

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