Best Western Hotels has launched two new boutique brands for the mid and upscale segments.
Best Western Hotels has launched two new boutique brands for the mid and upscale segments.

Two new boutique hotel brands – Sadie Hotels and Aiden Hotels – have been launched by Best Western Hotels & Resorts as a move to reinvigorate its presence in upscale and luxury traveller markets.

Developers and current hotel owners in the Best Western group will have the opportunity to revamp their properties to either of the two brands, provided standard criteria for each can be met. Sadie Hotels will be aimed at the upscale market segment, while Aiden Hotels will play in the upper-midscale segment.

Best Western Hotels & Resorts President and CEO David Kong said the company was thrilled to be launching a pair of new boutique brands.

“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,” Kong added.

“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.”

Best Western says both hotel brands give developers a chance to be flexible and incorporate elements of their local areas into the design of lobby and public areas. A key feature of both brands will be the central bar and café featuring modern seating and mobile check-in functionality. Guests staying at both properties will also earn points in the Best Western Rewards program.

For a look at the two new brands, check out the video below.