The launch means Best Western’s portfolio now includes 13 distinctive brands, with Aiden and Sadie competing in the upper midscale and upscale segments respectively.
Already launched globally with five properties across both brands, Best Western announced the GB debut of the Aiden brand at the launch event in London’s Postal Museum last night (11 April).
Best Western said the boutique brands will offer developers and investors the opportunity to “reposition and rebadge” existing properties or transform other buildings to create “unique hotels”.
Both brands provide a “sophisticated design program” but are fundamentally flexible, encouraging developers to “maximise the personality of the neighbourhood” with local culture to be incorporated into the aesthetic.
The company added that “no two hotels within the Aiden and Sadie brands will be alike”, yet all properties that join the collections will benefit from full integration into the Best Western marketing and operations teams. Every member hotel will have access to the global partnerships, sales teams and rewards platform, as well as the state-of-art revenue management system, helping to maximise revenue and reduce operating costs.
Rob Paterson, CEO at Best Western Great Britain, said: “Aiden and Sadie could be game changing new brands for Best Western. There is huge potential in both of them for owners and developers to rebadge, reposition, transform and increase revenues and asset values. We now have brands for every segment from economy to luxury, so I’m predicting a busy year for our record-breaking hotel development team as the new Best Western goes from strength to strength. It’s a really exciting time for us.”
The launch of Aiden and Sadie comes on the back of 25 new properties joining the membership organisation in 2018 and the company added there are targets in place for 2019 with 40 hotels already scheduled to be activated by the end of 2019.