Best Western introduces new pair of boutique brands

TD Editor

Best Western Hotels & Resorts has unveiled a new pair of boutique brands – Sadie and Aiden Hotels.

Sadie Hotel will compete in the upscale segments, which typically offers 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).

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

Best Western Hotels & Resorts has Best Western Premier and Best Western Plus competing in the aforementioned segments, respectively.

David Kong, president & 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 customized 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.”

With the launch of Sadie Hotel and Aiden Hotel, today’s Best Western portfolio includes 13 distinctive brands, continuing the evolution begun by the company’s successful USD 2 billion brand refresh. Sadie Hotel and Aiden Hotel will benefit from Best Western’s reputation for providing superior guest service and will have access to the award-winning Best Western Rewards program, which contributes about 50% of gross room revenue to hotels.

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