BWH Hotel Group will bring another new brand to Australia, signing an agreement to debut its ‘Aiden’ brand in the form of a refurbished art-deco building on the western side of Sydney’s Darling Harbour.
The eight-storey, 88-room Aiden by Best Western @ Darling Harbour will be situated just across from the Pyrmont pedestrian bridge, near the Harbourside Shopping Centre and the Pyrmont Bridge hotel. Guest facilities will include a ground-floor café, bar and retail store, while mobile check-in functionality will also be available.
Developer iHHL said the hotel will include touches of Parisian hospitality with well-appointed rooms complete with media connectivity and dedicated workspaces.
Aiden Hotels is one of two new boutique brands, joined by sister brand Sadie Hotels, launched in late 2018 by Best Western Hotels and Resorts as part of a renewed push into the lifestyle, boutique and luxury markets. This was followed soon after by the acquisition of WorldHotels in early 2019.
BWH Hotel Group Managing Director Australasia, Graham Perry, said Sydney’s iconic leisure precinct, Darling Harbour, was the perfect location to introduce Australia’s first Aiden.
“We’re particularly pleased to be partnering with iHHL, who are undertaking the conversion of this iconic Sydney building to become a superb lifestyle hotel offering high-quality affordable accommodation for modern travellers.”
Aiden Darling Harbour is on track to be open to guests from late 2020.