Best Western announces two new boutique brands

Best Western Hotels & Resorts has announced two new boutique brands, Sadie HotelSM and Aiden HotelSM. Sadie Hotel will compete in the upscale segments, and Aiden Hotel will compete in the upper midscale segment. It said the conversion brands offer developers an opportunity to reposition existing properties to “improve their performance and enhance their asset value” and will offer hoteliers a design program with “unprecedented flexibility”. Sadie Hotel and Aiden Hotel’s will both feature imaginative lobbies, and both will feature the same design interwoven throughout other common areas and in unique guestrooms, services and amenities. At the center of each Sadie Hotel and Aiden Hotel will be a multi-functional public area with either a café or bar; modern signature seating; and mobile check-in. Properties will also have branded Sadie Hotel and Aiden Hotel items on display and available for purchase so that guests can take a piece of Sadie Hotel or Aiden Hotel home with them. Hotels under the brands will also have access to a revenue manager to maximize revenue and reduce operating costs. David Kong, president and CEO at Best Western Hotels & Resorts, said: “Sadie Hotel and Aiden Hotel are 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 customized design and renovation program. He added: “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.” With the launch of Sadie Hotel and Aiden Hotel, Best Western’s portfolio total now reaches 13 brands worldwide.