Best Western launches brace of boutique brands

US: Best Western Hotels & Resorts has unveiled its Sadie Hotel and Aiden Hotel brands.

Sadie Hotel will compete in the upscale segment, typically offering a full range of on-property amenities and services, including restaurants, spas, recreational facilities, business centres, concierges, room service, and local transportation (shuttle service to airport and/or local attractions).

Aiden Hotel will compete in the upper midscale segment, offering restaurants, vending, selected business services, partial recreational facilities (either a pool or fitness equipment), and limited transportation (airport/shuttle).

David Kong, president and CEO at Best Western Hotels & Resorts, described the brands as “chic, sophisticated and unique hotel brands that will reflect the style and pulse of the community they are in – bringing a sense of adventure and fun to guests at each hotel”.

“We’re thrilled to be the first in the industry to launch a pair of boutique brands – Sadie Hotel for the upscale segments and Aiden Hotel for the upper midscale segment. Both Sadie Hotel and Aiden Hotel present the opportunity for independent hoteliers or developers with branded hotels to reposition their property in a unique way, taking advantage of our cost-effective, turnkey and customised design and renovation program. A dedicated onboarding team will ensure these repositioned hotels are quickly integrated with Best Western’s powerful revenue engines intended to drive a fast ramp up in business. A marketing and PR playbook for each hotel will drive social media visibility and buzz,” said Kong.

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